Paid campaigns can amplify reach, but they cannot buy democratic trust. In an era of algorithm changes, ad fatigue, and audience skepticism, institutional communicators must rely on authenticity over ad spend. Featuring Nastja Klemencic, Head of Social Media and Digital Multipliers Unit at the European Parliament, this session reveals how to build meaningful connections with citizens. Learn strategies for leveraging organic content, community networks, and digital dialogue to cultivate lasting trust.