Attention Deficit as the New Normal: Why Traditional PR Tools Are Losing Relevance and How to Capture Audience Attention in the ADHD Era

The modern world is characterized by the rapid spread of information and a declining ability to sustain attention. As a result, the PR and advertising industries are facing decreasing conversion rates. Traditional methods, such as banner advertising and long-form video content, are becoming less effective not because of poor creative quality, but because of changes in how target audiences process information. The growing prevalence of ADHD-like information consumption patterns—including intolerance of monotony, a constant search for novelty, and a preference for immediate rewards—requires a reconsideration of communication strategies. Drawing upon neurobiological research and statistical data, this study explores the relationship between changing audience attention patterns and the declining effectiveness of traditional communication formats. The paper identifies three scientifically grounded methods of attracting attention and proposes a practical checklist for creating content adapted to the modern digital environment.