10 things for your comms strategy in 2026

Photo credit: Planet Volumes via Unsplash

On the cusp of a new year, it’s always a good time to reflect and review the past year and look forward to and make plans for the future.

Marketing and comms never stands still in this digitised world that we now inhabit. Staying ahead means building a strategy that’s agile, authentic and, as ever, data-driven. Here are our top ten ‘to-do’s’ for your task list for 26:

1. AI-driven content creation and search

Artificial intelligence should be at the forefront of your strategy. It’s already shaping how brands create and distribute content, SEO is now AIO. Use AI tools for efficiency, but ensure human oversight for tone, nuance and brand personality. And your search strategy should be reworked to ensure you don’t get left behind with increasing numbers of people using AI tools as their go-to search engine.

2. Hyper-personalisation

Generic messaging is out. Audiences expect tailored experiences. Segment your audience and craft messages that speak directly to their needs, whether they’re developers, investors or end-users. Maintain best practice principles – test your messaging and never, ever commit the cardinal sin of assuming you know what people want to hear.

3. Authentic thought leadership

Tech and business audiences value expertise. Position your brand as a trusted voice through insightful blogs, podcasts and LinkedIn articles. Always avoid jargon (there’s way too much of this around!). Focus on clarity and actionable insights and be interesting for goodness sake. Avoid the temptation to roll out mediocrity – say something compelling, new, provocative or challenging.

4. Video-first storytelling

Short-form video continues to dominate as it did in ‘25. Invest in snackable, high-quality video content for social platforms and webinars to showcase innovation and humanise your brand.  

5. ESG and purpose-led messaging

As a B Corp business, this is straight out of our playbook. Environmental, social and governance (ESG) commitments matter. Communicate your sustainability and ethical practices transparently—tech and business audiences increasingly factor this into decisions.

6. Crisis preparedness

Cybersecurity threats and tech outages can escalate quickly. 2025 saw some major casualties of malicious attacks – M&S, Co-op and Jaguar Land Rover being the most notable. Have a clear crisis comms plan with pre-approved messaging and rapid response protocols – in this age there is no excuse for lack of preparation and inaction can be the death knell for brand reputation.

7. Responsible data handling, privacy and compliance

With evolving regulations like GDPR and AI governance, ensure your messaging reflects compliance and builds trust around data handling. This is a core tenet for marketing data and will matter even more in the era of heightened cybersecurity (see previous point).

8. Influencer and community engagement

Influencers and niche communities hold sway. Identify credible voices and collaborate authentically - avoid transactional (read: costly) partnerships that feel forced – they’re dated and don’t add value to your business.

9. Measurement beyond vanity metrics

Likes and shares aren’t enough. Track engagement quality, sentiment, and conversion to demonstrate ROI and refine your strategy. This is not new but surprisingly, is still not done properly by many firms. It’s the equivalent of only measuring turnover and ignoring profit in your business…

10. Future-proof your channels

Emerging platforms and formats will keep shifting. Stay agile - test new channels early and be open to change, but don’t abandon proven ones like LinkedIn and email for B2B tech audiences.

Elevate your 2026 communications strategy

At Purplefish, we specialise in PR for tech, property and purpose-led organisations that cuts through the noise. From AI-driven campaigns to crisis comms, we’ll help you build a comms strategy that delivers impact. Get in touch.