In 2026, businesses are operating in one of the noisiest communications environments we’ve ever seen. We have more platforms to communicate with each other, and those platforms are becoming very crowded places. Every brand and business is publishing constantly, and audiences are overwhelmed. The result? Most messages are ignored.

The organisations cutting through aren’t the loudest, they’re the clearest. They understand that communications isn’t just about content, channels or using the latest, shiny new tech. It’s about trust, relevance and alignment with real business goals.

Here are 10 practical communications tips for 2026 — no jargon, no hype, just what actually works.

1. Start With the Business Problem, Not the Message

Many organisations approach communications by asking “what should we say?” The better question is “what problem are we trying to solve?”

Is it growth? Recruitment? Reputation? Trust? Change? Uncertainty? Communications only works when it’s anchored to a clear business objective. Without that, even the best creative ideas will struggle to make an impact.

In 2026, strong comms campaigns are built like business strategies: clear goals, defined audiences, realistic outcomes and a plan for measuring success. Messaging comes later.

If you can’t explain in plain English what success looks like, your audience won’t understand it either.

2. Make communications and marketing part of business planning

PR and marketing can’t sit on the sidelines anymore. The strongest communications strategies are built into business planning, not bolted on at the end.

Your marketing teams need to be kept informed with what else is happening across the organisation including growth plans, risk, regulation, culture, reputation, people so they can create a truly effective plan and strategy.

When communications teams are involved early, they don’t just promote decisions, they help inform them. That’s where real value (and credibility) comes from.

3. Keep messages clear

Clarity is the most underrated communications skill.

Businesses often assume their audience knows their world, their terminology and their priorities. In reality, most people are busy, distracted and skimming. If your message isn’t immediately understandable, it won’t land.

The best communicators strip complexity back to its core. They explain what’s happening, why it matters and what it means without jargon, waffle or over-complication.

In 2026, clarity isn’t basic. It’s a competitive advantage.

4. Be consistent to help build trust

One of the biggest misconceptions in communications is that repetition is boring. It isn’t it’s reassuring.

Audiences don’t see everything you publish. They need to hear the same messages multiple times, in multiple ways, before they remember them or believe them.

Strong brands are consistent, not chaotic. They repeat their key messages across channels, spokespeople and moments, reinforcing credibility over time.

If your messaging changes every month, your audience won’t know what you stand for or why they should trust you.

5. 5. Keep on top of how and where people are getting their information

Search is changing fast. Generative Engine Optimisation (GEO) is reshaping how people find and trust information and this plays directly to PR’s strengths.

Credible sources, authoritative voices and high-quality earned content matter more than ever. This isn’t about gaming algorithms; it’s about earning trust at scale.

Good PR has always been about credibility. In 2026, that credibility directly influences discoverability too.

6. Don’t believe the AI hype (well, not all of it)

There’s a perception that everyone is suddenly using AI to build strategies and set targets. In reality, most teams are still figuring it out.

AI doesn’t replace good judgement. It enhances it. Used well, it can speed up planning, surface insights and help teams understand audiences faster.

Used badly, it just produces average ideas more quickly. The real progress comes when human insight meets machine intelligence, not when one replaces the other.

7. Watch Behaviour, Not Just Trends

While everyone’s focused on what’s loudest, they’re missing what’s lasting.

Yes, people are glued to their phones, but there’s also growing digital fatigue. Audiences are actively switching off, using Do Not Disturb, and becoming more selective about what they engage with.

This shift demands restraint. Brands that respect attention, communicate with purpose and don’t over-target will build stronger long-term trust.

8. Personalisation Should Feel Helpful, Not Creepy

Using personalisation in marketing has come a long way but just because you can personalise, doesn’t mean you always should.

The best brands use data to understand needs, not pressure people into decisions. They anticipate, support and add value without crossing into intrusion.

For the corporate world, personalisation isn’t about pop-ups or algorithms. It’s about tailoring the narrative to real challenges, timing and priorities. Get that right and you build loyalty, not just conversion.

9. Making the most of video content

Short-form video isn’t just for consumer brands anymore. Even the most corporate organisations are using it and seeing the benefits.

The key? Don’t overproduce it. Audiences value clarity over polish. A strong hook, a clear takeaway and a human tone will always outperform a glossy video that says nothing.

A 30-second explainer from a real expert can be far more powerful than a perfectly edited brand reel.

10. Good Communications Feels Effortless (But Rarely Is)

When communications is done well, it looks simple. Clear messaging. Confident tone. Joined-up activity. The illusion is that it all just “happened”.

In reality, effective campaigns are the result of planning, insight, experience and judgement. They’ve considered audiences, timing, risk, channels and outcomes long before anything goes live.

This is why many businesses struggle to do comms well internally. It’s not about capability it’s about capacity and perspective.

In 2026, the smartest organisations recognise when specialist communications support isn’t a luxury, but a growth tool.