Welcome to our February newsletter. As you’re reading this, we’re stepping into day one of IFEX – a three-day industry event that we love. IFEX is a long-standing client, and this year marks my tenth IFEX. Considering it only happens every two years, I’ve been working on this event for almost two decades…. ouch (how did that happen!).
IFEX, expertly delivered by the team at 365 Events, brings together the very best young talent in hospitality and foodservice alongside with some of the biggest names in the business, and finest food producers. The Salon Culinaire competitions are always a highlight, and they’re supported by hundreds of exhibitors showcasing new products, meeting new contacts, and setting themselves up for a strong year ahead.
Our brief for IFEX is a wide one - just how we like it. It includes:
• Trade press and media relations
• Creation of the show catalogue – a 32 pager!
• Event content development, including sourcing chefs, briefing speakers and working with trade associations
• Organisation of official delegations including liaison with the Ministers’ offices and coordinating ministerial visits
• Press features, videography, photography, and all show related media over the next three days
It’s a big piece of work and one we genuinely look forward to. The next three-days are action packed and it’s all hands-on-deck as we become extended members of the 365 team, helping to deliver what we hope will be the best IFEX yet!
This month, we said goodbye to a client we’ve worked with for ten years - the brand manager of a major global brand. Whilst delighted for her, we are so sorry to see her go. Her departure made me pause…Why? Quite simply because - let’s call her DOB – was a brilliant client.
What made DOB so great…
That trust brought out the best in us. We always want to do a brilliant job for every client, but with DOB, the whole team felt that extra spark of motivation to do a great job for her personally. DOB is a reminder of how to get the very best from your agency: partnership, clarity, and trust.
I’ve long been a champion of ensuring PR professionals get a seat at the boardroom table. Why? PR isn’t about news releases, it takes valuable communications working alongside senior leaders in a business, to move the dial on business goals.
Heard the saying ‘reputation is everything?’ - well, that says it all. PR isnt for when the s*^t hits the fan – your organisation’s reputation is critical – and that’s why your strategic comms plan should be a priority for everyone at the top of a business. Having worked in senior comms for over 15 years – Astrid makes the argument for PR’s place in the board room here with her latest blog: https://rnncommunications.com/blog/from-press-office-to-boardroom-why-pr-needs-a-seat-at-the-table-and-what-happens-when-it-doesnt/
In contrast to senior comms, we encouraged our Apprentice PR Executive, Brianna, to tell us about her journey to mark National Apprenticeship Week. From Contouring to Campaigns, Brianna’s blog post talks honestly about her route into agency life - https://rnncommunications.com/blog/from-contouring-to-campaigns-my-unexpected-journey-into-digital-marketing/
I’m pretty open-minded but for too long, the PR world has been a closed shop for only those with degrees - often in PR, Marketing, English or Law. Our world isnt linear and neither should the routes be into PR and Communications. Mentoring and championing Brianna’s learning is a real privilege, and all of the team here make it a priority to give Brianna as much experience as possible as she develops her skills.
Next month, Astrid and I are delivering a complimentary workshop focused on navigating funding requirements for charities and social enterprises, particularly around Peace Plus funding, which comes with quite stringent communications obligations.
Many charities and social enterprises have just one comms person, if any. Our aim is to simplify the requirements, break them into manageable chunks, and give practical, actionable advice. More details will be announced on RNN’s LinkedIn channel and please do get in touch if you know of someone who would benefit from attending.
Fetch Ireland, our sister company and influencer app, has been quietly ticking along in the background over the past four years, but as I’ve been reviewing our services, it’s time for a focus on fetch 2.0.
If you’re not familiar, Fetch Ireland connects brands with micro influencers. Our community is 500-strong – one of the largest in Ireland by far - and we get fetch enquiries from brands every week.
For brands, Fetch Ireland offers a beautifully simplistic service. All we need is for a brand to complete a brief and send us the products - we do the rest.
For our fetch clients we:
Despite minimal promotion, our SEO work from years ago continues to deliver. In the past month alone, we’ve had 10–15 enquiries and already have ten campaigns lined up in the months ahead.
Fetch isn’t a magic wand, it won’t double your sales overnight, but as part of a broader marketing strategy, it’s a smart, cost-effective tactic that delivers real value. If you’d like to know more, we’re here to chat.
Another month gone in the blink of an eye. As we move into March, I think we’re all ready for brighter days and blue skies. There’s a real sense of optimism in the air, business is good, but as everyone knows, you’ve got to keep your foot on the pedal.
So off I go. The hustle continues.
Over and out!
Riki
If you’d told 18‑year‑old me that one day I’d be working in PR and digital marketing, gaining real industry experience, and studying toward a Level 6 degree… I would’ve stared at you like you had three heads. Because at 18, I didn’t have a clue what I wanted to do. And honestly, who does?
This is the story of how I went from a media makeup course dropout to someone who’s finally found her place - and how a whole lot of stress, determination, and a bit of luck shaped the journey.
Fresh out of school, I did what a lot of people do: I picked something I thought I’d enjoy. For me, that was a media makeup course at Belfast Met. I loved makeup, I loved being creative, and it felt like the right choice.
But once I started, I realised quickly that it wasn’t for me. And that’s a horrible feeling - sitting in a classroom thinking, is this really what I want to do for the rest of my life?
Spoiler: it wasn’t.
So, I dropped out. And even though it was the right decision, it didn’t feel great. I took a year out to work and figure out my next steps. That year was stressful. I kept thinking, how am I meant to know what career I want at 18? Because seriously - how?
During that year, I became a full‑time researcher of… everything. I literally went through the alphabet looking at careers. A for accountant? No. B for barrister? Definitely not. C for chef? Absolutely not.
Then somewhere in the chaos, I stumbled across digital marketing.
And suddenly something clicked.
I don’t know why I’d never thought of it before. I’d been creating and editing videos since I was 13 - making daily makeup videos on Instagram and TikTok, experimenting with trends, transitions, and content ideas. I was basically doing half the job without realising it.
It felt like discovering a career that had been hiding in plain sight.
Once I knew digital marketing was something I wanted to pursue, I started researching courses. But I also knew one thing for sure: university wasn’t the right path for me.
Anyone who knows me knows I’d have been going for the nightlife and the social life more than the lectures. And I was not putting myself into debt for that.
That’s when I discovered Higher-Level Apprenticeships in Digital Marketing, Advertising and Communications. Both Southern Regional College (SRC) and Belfast Met offered them, and the idea of learning and earning hell yes.
I applied to both, but SRC made the most sense since it was only 30 minutes away.
The application process felt like UCAS all over again. Once I submitted it, the waiting game began.
Here’s the catch with Higher-Level Apprenticeships: you need an employer to secure your place. And there are only 15 spaces each year.
So, while I was excited about finally finding something I wanted to study, I was also terrified I wouldn’t get a placement.
Weeks went by. Nothing. No emails. No calls.
Eventually, I took matters into my own hands. I contacted businesses myself, sent out CVs, and tried everything I could think of. Unfortunately, nothing came through.
Then - two weeks before the course started - I got the call. I had secured an employer just in time. It felt like everything was finally falling into place.
Except… it didn’t last.
A year and a half later, things didn’t work out, and I had to leave. Suddenly, I had only a few weeks to find a new employer or risk being kicked off the course entirely.
Cue the panic.
Those three weeks were intense. I contacted every business I could think of. I printed out my CV and handed it out in person - very old school, but I wasn’t giving up.
Then I received an email from Riki at RNN Comms. She was intrigued and wanted to hear more. I went for an interview, but unfortunately, a Higher-Level Apprenticeship (HLA) placement wasn’t possible for her at that time.
Still, I wasn’t walking away. I suggested working part‑time for a few days a week to gain PR experience. And she said yes.
Around the same time, I secured an HLA position with Glór Uachtar Tíre. So suddenly, I was working two days a week at RNN Communications and completing my HLA with Glór Uachtar Tíre. It was a lot - but it was exactly what I needed.
The team at RNN welcomed me with open arms. Everyone was so lovely, supportive, and genuinely invested in helping me grow.
After some time there, I decided to pluck up the courage and ask Riki if she would reconsider taking me on as a Higher-Level Apprenticeship.
To my surprise - and honestly, relief - she said yes. She told me that after seeing how I work, and the ambition and passion I have, she’d be happy to give it a go.
That moment changed everything.
Working in PR and digital marketing has given me experiences I never would’ve had if I’d gone to university. I’ve attended events for clients, worked on real campaigns, learned from industry professionals, and built confidence I didn’t know I had.
Most importantly, I didn’t give up. Even when things felt impossible, I kept pushing.
Now, I’m on track to graduate with a Level 5 qualification in Digital Marketing, Advertising and Communications in August 2026. After that, I plan to continue for another two years to complete my Level 6 (Hons) Degree Higher-Level Apprenticeship Top‑Up.
I’m excited for what’s ahead. And I know I wouldn’t be here without the support of my amazing team at RNN - and of course, my mum. Shoutout to Annie.
If there’s one thing I’ve learned, it’s that your path doesn’t have to be straight. You can drop out, start over, change direction, panic, try again, and still end up exactly where you’re meant to be.
I didn’t know what I wanted at 18. But I figured it out - slowly, messily, and with a lot of determination.
And honestly? I’m proud of me.
Public relations is simply how a company or organisation communicates to its various stakeholders, those with importance or influence on how and why it does its work.
The communication could be anything from a new product launch, updates to services, a new partnership or a thought leadership piece and anything in-between, sometimes called pro-active public relations. It is also responding to negative stories, incidents or unforeseen issues in a way that maintains the brand’s standing with its audiences, sometimes called reactive public relations.
From this wide brief it is clear that Public Relations (PR) is important to every aspect of business development and brand storytelling in growing and maintaining reputation. This is essential in 2026 for organisational success and so is worthy of a seat in the Boardroom.
PR maintains the story that the Board wishes to tell about the company they have responsibility for, examples include; Profits are Up! We’re serious about sustainability! We are a safe pair of hands! Endorsed by Jennifer Lawrence! And such like…. Brands with a clear and strong corporate message told consistently to their well-researched audience do well because they are meeting a need that their audience is looking for and have reached the correct price-point for their chosen audience.
In the past I have delivered campaigns on seasonal travel, charity and community partnerships, events, sponsorships and thought-leadership. Some have been basic more factual communications and others have been complex, elaborate long-running campaigns with a series of events, use of different platforms and a very wide range of stakeholders views to encompass and keep engaged. All were pro-active and positive brand storytelling.
A second, more reactive, aspect of PR is the management of risk. PR have the processes and mechanisms to deal with the media (both online and offline) if things go wrong and the messaging needs carefully curated and managed. A seat at the main table is essential to ensure that the organisation’s decision-makers are onboard with the scope and angle of the suggested response, as often the best course of action is for them to deliver a statement or have their name used in the statement.
For example, when Marks and Spencer had its large data hack in April 2025, their response was seen as the best example of how to manage this type of crisis. A carefully worded statement from the CEO was sent to the press, posted across all their social media and emailed to customers with accounts stating 1, that a hack had happened, 2, they were investigating and 3, that they would be in touch quickly with further updates when they knew more based on their investigation. At no point did they try and hide the scale of the hack and how long they thought it would take to fix.
They were applauded externally for their candour and their determination to let as many customers and stakeholders know as possible, as quickly as possible so they stayed in control of the narrative. There were regular updates throughout April to July when the hack was deemed concluded. Customers were given assurances around data leaks and what to expect when they were back up and running. The fact that they stayed in control of their communications narrative showed the seriousness they were taking it and also that they were in control of the situation (as far as possible).
Their PR Team will have had to have been at the decision-makers table throughout the whole process to advise on how to sculpt and shape the response. They were embedded in the team managing the crisis so they could advise on how to best communicate it out to customers.
I have also supported the delivery of crisis communications when the company I was working for also experienced a data hack. The scope of which was very small in terms of the whole organisation, this needed to be clearly and concisely communicated quickly to all senior stakeholders as well as consumers to alert them that there had been a data breach but that any data we held on them was safe and continued to be protected. A number of significant institutions were also hit at the same time, however, we were the first to issue a comprehensive statement and looking back I believe this was the reason we faced the least criticism.
During this period our full team were involved in Senior Leadership meetings and Board meetings to advise who, what and when should be communicated with. The main aim was to be honest and give reassurance to those customers we held financial or personal details for. The internal communications team fielded all calls from staff.
The third reason PR should have a place at the table is in the management of stakeholders. This can perhaps be seen as the bread and butter of PR as it is the every day communication of information. At the core of PR is shaping each message to each audience that will receive it and communicating with them in a way that works best for them. For example, certain demographical groups prefer to be communicated on particular platforms so if they are your audience where and how they like to be communicated to is important.
PR professionals can bring significant expertise into the conversation around which stakeholders may need prior warning for an announcement or which need more in depth information and extra time spent with the CEO. PR professionals can advise on societal expectations or mood from scanning the media and online contacts to determine the mood on an issue that can inform how best to communicate effectively about it in a way that supports corporate values.
PR is a specialist skill, that is built on an understanding of broader issues and perspectives much wider than the organisation. Great PR is not just about communicating messages its about building a relationship with your audience and building a clear story about who the organisation is, what they stand for and why those things benefit the customer. This centres around accountability and reputation.
Is the influence the organisation has used responsibly and with integrity or is there a disconnect between who they say they are and a customer’s experience of them? Is the Boardroom even aware of this perceived disconnect? This is where the PR professional’s skill of gathering information from stakeholders and communicating it back to those in power becomes invaluable. This is essential for the long-term viability and success of organisations.
But where to start...
First up, we’ve lots of newness at RNN. New clients have joined us, we’ve moved on from some other clients, we’ve made space for new opportunities and we’ve welcomed a new Senior Consultant - hello to Astrid! (cool name right?)
With many years’ experience in corporate comms and the charity sector, Astrid joins us from Translink and she’ll be working on corporate and charity campaigns in the years ahead – read more about Astrid here: Astrid McElwaine - rnn communications
SALES CURES ALL
I’m a serial learner - from podcasts to books, and everything in between. Over the Christmas period, I was in both listening and planning mode.
‘SALES CURES ALL’ was a line I picked up from Mark Cuban (yes, the same man who sold his company Broadcast.com to Yahoo for $5.7 billion). It struck a chord.
Currently, I’m reading ‘The Lean Leadership Action Guide’ and loving the work from Daniel Pink whose work I was recently introduced to. This is a fabulous video that all leaders should watch – recommended to me by the Chair of a peer networking group I co-founded – SOAR NI. It’s called: If you want 2026 to be the best year of your life, please watch this video… and here’s the link (just take 20 mins to watch it – you won't regret it) https://www.youtube.com/watch?v=Q10H5RA3eCA
And while I’m in goal-setting and planning mode, there are a few developments happening at the agency. I have said it before, but AI is a juggernaut. I truly believe that the change will be seismic and it’s where my focus lies – in terms of our services, our team and seniority and our life.
We have fairly seamlessly moved to an (almost) senior-only consultancy. There’s no hierarchy – there’s just experienced, smart communications professionals who will add value to clients’ businesses. I don’t know how our industry will adapt but simply put, clients are not going to pay for basic work that’s traditionally the role of those early in their careers.
In some industries and settings, such as public sector and in-house, this isnt the case (at the moment), but when you’re paid for the value you bring (like we are in agency), this is no longer an option.
You’ll note I say ‘almost’ - that’s because we have the most fabulous apprentice called Brianna. She’s savvy, hungry to learn, a whizz at social and is helping to run our fetch campaigns Read Brianna’s ‘predictions on social’ blog here: Social Media Predictions for 2026: The Trends That Will Shape Digital Marketing - rnn communications
To that end, I’ve kind of contradicted myself a little but there are exceptions - people with ambition, a thirst for knowledge, who want to progress - I’ll always support them if I can.
And now to services. Back in summer 2025 I mentioned a new service that we were developing - CredAIble by RNN. It’s got a new name, we’ve expanded the deliverables and the work is now in progress. We’re working with AI consultants and software developers on the development stage with a view to launch by April. This is SERIOUSLY EXCITING for me. We’re testing new waters, exploring capabilities and solving problems that are both being created and there to solve by AI.
So, that’s enough from me….
Before I go, there’s a few other interesting links to highlight:
That’s all from this end.
I’m wishing you all a healthy and prosperous New Year! And remember, if you like what you read, please do share this newsletter with others and encourage them to sign up too.
We’d so appreciate it.
Over and out!
Riki
The start of a new year brings a wave of fresh motivation. New goals take shape and priorities reset – which often comes with an overwhelm that we need to make ‘quite drastic’ changes to improve.
In the business world, it’s not much different, with new targets, bold ambitions and growth objectives.
As we settle into 2026, we find ourselves operating in a landscape drowning in information, short attention spans and AI-accelerated content. Messages move faster, travel further and have less context than ever before. At the same time, audiences, customers, employees, stakeholders and media alike are becoming more critical, more sceptical and less patient.
At RNN Communications, we work with a wide range of organisations and what we see consistently is that the difference between brands that cut through the noise and those that get lost isn’t budget, volume or even creativity – it’s discipline!
Improving your business communications doesn’t have to mean a total overhaul of your current practices. The most effective communicators aren’t doing more, they are doing the fundamentals really well. With that in mind, we’ve pulled together our top 10 ‘non-negotiables’ of communication in 2026. Do them well and they will help strengthen clarity, credibility and impact across your business, regardless of sector or size.
1. Prioritise Clarity Over Cleverness
In a world of crowded communications, clarity has become a competitive advantage. The most effective messages today are not the most inventive or entertaining, they are the most easily understood. Your audience should not have to become ‘Miss Marple’ to decode what you are trying to say.
Our advice? Lead with what matters, say it early and say it plainly.
If your organisation defaults to jargon or wordiness in your communications, you will sound uncertain. Your main aim is clear communication that conveys confidence and authority.
2. Communicate Like a Human, not an AI bot
Audiences are becoming more aware of generic, over-polished language. Whether a message is written by a person or supported by AI technology, it must sound intentional, and most importantly, authentic.
This doesn’t mean casual or unprofessional, it means maintaining a natural sentence structure and a tone that reflects genuine thinking rather than pre-packaged AI phrasing. Organisations tend to earn trust when their communication feels considered, not automated. We’re not saying you shouldn’t use AI-generated content but lean on it too heavily, and it will leave you without a voice of your own.
Instead, try aligning your personality with your brand and developing your own point of difference.
3. Value Attention Like the Currency It Is
Time is the most valuable currency your audience gives you.
Every unnecessary paragraph or unfocused message quietly decreases attention. Strong communicators respect their audience’s time by being structured and purposeful. Shorter messages are not about saying less, they are about saying only what matters. If a sentence does not advance understanding or decision-making, remove it - it doesn’t belong. Thank us later!
4. Choose Channels Strategically
Not every message belongs on every platform. Something we can often forget.
Instead of a scattergun approach or the ‘one size fits all’ downfall, - a good rule of thumb for your communications is… email remains critical for decisions, documentation and clarity. Messaging platforms (such as Teams) are best used for co-ordination and momentum, not strategy. And video is most effective when leadership presence or emotional intelligence genuinely add value.
Channel selection should be driven by outcome, not habit.
When messages are delivered in the wrong format, even good content loses impact.
5. Never Leave People Guessing
One of the most common communication breakdowns we see is not what’s said but what hasn’t been said.
Effective communication ends with clarity - what happens next, who owns it and by when. Actions such as follow-ups and confirming decisions matter - and closing the loop is what turns conversation into progress.
Silence, even when it isn’t intentional, can quickly create uncertainty. When people are left waiting or guessing, confidence drops and trust starts to fade.
Close the loop! Build momentum with clear communication, enabling actions to be followed through and conversations to be ‘closed’ – aka understood! (Roger that!)
7. Translate Info into Insight
Data alone does not communicate value.
If you’ve been number crunching and have your hands on some seriously impressive figures, make the most of the intel, explain what the information means, why it matters, and what should happen next. The question your communications should answer is: So what?
Too many organisations mistake reporting for communication. But its insight, not information, that drives alignment and ultimately action. A single, well-explained metric is more powerful than a page of numbers without context.
8. Assume Your Message Will Be Shared
In today’s busy working environment, messages rarely stay where they start.
Internal emails are forwarded, messages on social are screenshot and context can get lost as communication travels beyond its original audience. This is the reality of the fast-paced modern working world.
With that in mind, our advice is to write every message with the assumption that it could be read by leadership, stakeholders or media. Always maintain a professional baseline, avoid ambiguity and be intentional with your tone.
If you find yourself hovering over the ‘enter button’ and you’re unsure about sending a message – pause and take a second to read through and make amends. Make sure you’re entirely happy with content before pushing it out.
10. Be Responsive, Even Without All the Answers
Contrary to what we’re led to believe,you don’t always have to have the answer… immediately, but you do need to acknowledge messages promptly and set expectations clearly.
A short and prompt response that acknowledges communication and gives you time to gather the info you need, is much more effective than silence.Not responding can make it seem like you don’t care or aren’t on top of things.
Pairing a speedy response with transparency will help you build confidence.
10. Cut What Doesn’t Add Value
And finally, the last of our Top 10 non-negotiables of communication and perhaps the most overlooked - edit ruthlessly.
Strong communication is the result of clear, edited thinking. Cutting unnecessary words sharpens your message, while removing filler strengthens authority and impact.
Before sending any message, let’s just pause and ask: What can be removed without losing the point? Good writing isn’t about adding more. It’s about leaving only what matters.
Final words…
The organisations that will stand out in 2026 are not the loudest. They are the clearest, and most intentional. At RNN Communications, we believe effective communication is no longer about broadcasting more, it’s about saying the right thing, in the right way, at the right moment.
Our ‘communication resolutions’ are not trends, they are simple foundations that, when applied consistently, will protect reputation, strengthen relationships and drive your business outcomes.
And with that… we hope you have a very happy and healthy 2026 in whatever business and whichever sector you might work in.
Social media is evolving at a pace we’ve never seen before. Platforms are shifting, creators are becoming more influential than traditional media, and brands are under pressure to stay culturally relevant in real time. As we move into 2026, the digital landscape is set for another major transformation.
These social media predictions for 2026 highlight the trends that will define how brands communicate and create in the year ahead.
1. AI Becomes Fully Embedded in Social Media Workflows
AI has been the buzzword of the last few years, but 2026 is when it becomes fully integrated into everyday content creation. Instead of being a novelty, AI will sit quietly behind the scenes, powering everything from editing tools to personalised content recommendations.
Expect platforms like TikTok, Instagram, and YouTube to introduce:
For brands, this means faster production cycles and more data‑driven decisions. The brands that thrive will be the ones who blend AI’s speed with human imagination. AI will handle the heavy lifting, while creators and marketers focus on the storytelling and originality.
2. Short‑Form Video Evolves into Micro‑Series
Short‑form video continues to dominate, but in 2026 it matures into something more structured: a micro‑series. Instead of one‑off clips, creators and brands will build episodic content that keeps audiences coming back for more. After all, who wouldn’t tune in for a weekly series featuring Team RNN.
Think:
This shift is driven by audience behaviour. People want quick content, but they also crave continuity. Brands that develop recognisable formats - whether it’s a weekly challenge, behind‑the‑scenes series, or creator‑led storytelling - will see stronger engagement and retention.
3. Creators Become Strategic Partners, Not Just Influencers
The creator economy continues to expand, and in 2026 creators will play a more strategic role than ever. Brands are moving away from one‑off influencer posts and towards long‑term partnerships that feel authentic and integrated.
We’ll see:
Creators do more than create content – they understand what audiences want, how trends move, and how to communicate in ways brands often can’t. In 2026, the smartest brands will treat creators as collaborators, not contractors.
4. Niche Communities Outperform Mass Reach
Algorithms are shifting towards relevance over virality. As a result, niche communities will outperform broad audiences. Platforms like Discord, Reddit, and Geneva will continue to grow as spaces where people gather around shared interests.
For brands, this means:
This trend reflects a broader cultural shift: people want connection, not noise. Brands that show up consistently in the right communities - rather than trying to reach everyone - will see deeper loyalty and better results.
5. Authenticity and Transparency Become Non‑Negotiable
Audiences are savvier than ever. They can spot overly polished content, forced partnerships, and inauthentic messaging instantly. In 2026, authenticity becomes an expectation.
Expect:
Brands that embrace transparency - from showing how products are made to sharing honest creator reviews - will build trust faster and stand out in a crowded market.
6. Measurement Gets Smarter - and More Human
As social media matures, brands are moving away from vanity metrics and towards meaningful measurement. In 2026, analytics will focus on outcomes that matter.
Key metrics will include:
AI‑powered analytics tools will help brands understand not just what performed well, but why it performed well - and how to replicate that success.
7. Localisation Becomes a Competitive Advantage
Global content is everywhere, but local relevance is becoming more important. In 2026, brands will invest in region‑specific creators, cultural insights, and localised storytelling.
This includes:
Brands that understand local nuance will outperform those relying on generic global messaging.
Final Thought: 2026 Belongs to Brands That Stay Human
The biggest social media trends for 2026 all point toward a digital landscape built around real people and meaningful interaction. AI will streamline workflows, but authenticity will drive connection. Short‑form video will evolve, but storytelling will remain at the heart of great content. Social commerce will grow, but trust will determine who converts.
Social media is shifting fast - but the opportunity has never been greater.
We all receive communication from an increasingly wide number of platforms, from friends, influencers, journalists and those that have a large audience, through text, voice notes and video, some directly to us and some for global view. The issue in 2026 isn’t the amount of communication we receive, it is the quality of it.
Within a work context the quality of communication can determine the success or failure of a project even if the aims are worthy and necessary. Poor communication around deliverables is one of the most common reasons projects fall off track, even when the work itself is strong. Clear communication turns good work into real results.
Communications of expectations sets the scene for what comes next in any project. If the project manager is strong, expectations are clear and any confusion is ironed out at the outset a project has a good chance of staying on track and being a success. However, it is ongoing commitment to the project and constant communication between the various stakeholders that helps any project overcome obstacles and become a success.
In my experience of working life through the charity, government and now business sectors are the same. All colleagues in all sectors want projects to succeed, all workers are conscious and have professional pride and will work over and above to ensure that happens. However, we know the projects that do struggle and ultimately fail. So here are my Top 7 tips for ensuring that doesn’t happen:
1. Set Clear Expectations from the Start
Brené Brown, well known American Research Professor says “Clear is Kind”
When deliverables are clearly communicated, everyone understands what will be provided, the who, what, where, when, why, how and timescale of a project. This eliminates assumptions and prevents misunderstandings that can lead to disappointment or conflict later on.
Clear expectations also help stakeholders align resources, timelines, and priorities more effectively. EVERYONE KNOWS.
2. Build Trust and Credibility
Clear communication shows respect and professionalism to each stakeholder. It shows they have skin in the game and their contribution is valued, appreciated and recorded. When clients or internal teams know exactly what to expect—and receive it as promised—it builds confidence in your reliability and encourages increased engagement in both the project and the organisation.
On the other hand, unclear or inconsistent messaging can make even high-quality work seem unreliable. It removes a sense of ownership of a project from those who are not communicated with and in response they sometimes remove their input, simply because they feel it is not valued.
3. Reduce Rework and Delays
Misunderstood deliverables often result in revisions, rework, and wasted time. Assumptions can create confusion, anxiety and annoyance in teams and individuals. By clearly defining scope, objectives, and success criteria upfront, teams can focus on execution instead of correction. If a clear path is laid out and everyone is bought in, then any issues can be addressed in isolation rather than as part of a bigger issue. Saving time, money, and energy for everyone involved.
4. Improve Collaboration Across Teams
Most of us work across a wide range of internal and external teams, with a wide range of levels of experiences and perspectives. Communication styles across the different generations is also different with some preferring emails and messages, while others prefer in person meetings to communicate clearly.
Understanding who is in your team and how they can best receive the information in which way can be important when communicating with teams. So it can be worth taking the time to find what works best for your team culture so that the group have a shared understanding of deliverables to do their part effectively. Clear communication keeps everyone aligned and minimizes friction between individuals and teams.
5. Help Measure Success
If deliverables are SMART (Simple, Measurable, Achievable, Realistic and Time-bound) and clearly communicated, it becomes much easier to evaluate performance and individual parts of it. Teams can measure outputs and outcomes against expectations, identify gaps, and develop learning which can be incorporated into improve future work.
Without clarity, success becomes subjective—and harder to prove.
6. Enhance Client and Stakeholder Satisfaction
People feel more satisfied when they know what’s happening and why. Regular updates, clear explanations, and transparent timelines reassure stakeholders that progress is being made and their goals are being prioritised.
Even when challenges arise, if the work was done initially to set clear expectations and goals then these can be revisited to establish where the misunderstanding occurred. From this it often becomes clear what work needs done to align goals to expectations and maintain positive relationships.
7. Support Accountability
When deliverables are clearly communicated, ownership is clear. Everyone knows who is responsible for what, which encourages accountability and follow-through.
This clarity empowers teams to take responsibility and deliver with confidence. When team members are actively encouraged to take ownership of a task and know they will be supported if needed, this is when staff engagement is at its highest. Organisations benefit when staff become advocates for the company simply because they have been encouraged to feel ownership.
Final Thoughts
Communicating deliverables isn’t an administrative task, it holds a greater responsibility than that. If done well and with consideration and care, it can become a strategic advantage in driving a company’s future forward. Clear, consistent communication transforms effort into impact, strengthens relationships, and ensures that great work is recognised for what it truly is.
Internally clear communication of vision, aims and success creates a sense of pride and purpose in “belonging” to an organisation and the work the team collectively does.
Clearly communicating deliverables and success externally enhances reputation and can drive success.
In short: clarity creates confidence, and confidence drives success.
