As someone who's witnessed the evolving digital landscape, I've definitely noticed this shift. The rising costs of paid media are pushing brands to get creative, and PR is proving to be a compelling alternative. I've seen how a well-executed PR strategy can generate buzz and credibility that paid ads simply can't match. Plus, the long-term benefits of earned media often outweigh the short-lived impact of most paid campaigns. It's exciting to see brands rediscovering the power of storytelling and relationship-building through PR.