Five Communications Trends to Tap Into for 2026

With the new year come the inevitable lists and predictions for everything from hot food trends to popular baby names and colors. But here are five insights you can actually use: tips for companies of all sizes based on trends from some of the world’s top communicators.

Trend #1: Rising Comms Influence

According to a recent survey from global organizational consulting firm Korn Ferry, the importance of the communications function among Fortune 500 companies has never been greater. Since the survey was last conducted in 2023, 17% more comms chiefs report directly to the CEO, illustrating their growing influence in the boardroom. Another sign: their base compensation is up 12% to 14% over the same period.

Key Takeaway

If America’s biggest companies are investing more in strategic communications, you should be, too. If you can’t afford a full-time senior hire, support from a fractional comms pro is a great way to ramp up the strategic value of your communications efforts.

Trend #2: Consolidating the Comms Function

Moreover, the same study found that 62% of comms leaders report overseeing centralized teams overseeing multiple aspects of a company’s communications, pointing to a consolidation of responsibilities and heightened trust. Nine in 10 report overseeing such areas as corporate communications, executive communications, internal communications, issues and crisis management and media relations, with social and digital media not far behind.

Key Takeaway

Consider consolidating all communications – internal and external – under one leader instead of divvying it up among your HR leader, head of marketing and other execs. A more cohesive approach will lead to greater strategic alignment, more synergistic messaging and, ultimately, greater communications efficiency and effectiveness.

Trend #3: The AI Imperative

Another survey from leading communications recruiting firm Heyman Associates explored how leading comms execs around the world will be shifting their focus in 2026. Not surprisingly, paying more attention to AI topped the list, with 91% saying they expect to see further adoption and integration of AI in the next 12 months. In fact, only 11% said AI tools had been fully integrated into their own operations and strategy.

Key Takeaway

If you haven’t begun incorporating AI into your communications approach, you’re falling behind. While many communications functions still demand human involvement, existing open-source AI tools can help complete many routine tasks, freeing up valuable time for more strategic pursuits.

Trend #4: Reputation and Strategic Alignment Top Priorities

The Heyman study also measured comms pros’ key priorities for 2026. Building and protecting corporate reputation was tops at 63%, followed by aligning communications with strategy and transformation at 56%. No other response garnered 40% or more, suggesting these two mandates almost certainly reflect the overall focus of their organizations.

Key Takeaway

If your top communicator isn’t savvy enough to translate your vision into an actionable and measurable communications program, consider bringing in a fractional or agency partner to fill the strategic void. Also, with every company just one social media post away from a potentially lethal assault on corporate reputation, investing in crisis preparedness – auditing liabilities, developing a plan, conducting mock exercises – may be the smartest money you spend all year.

Trend #5: Bridging the Effectiveness Gap

One of the more interesting findings of the Heyman survey is the apparent gap between communicators’ confidence in their organizations vs. the actual effectiveness of their efforts. While 92% felt their organization’s leadership understood the importance of corporate reputation and 81% said they had formal process to enhance and protect their reputation in place, only 56% believed their company enjoyed a high level of trust among its key stakeholders.

Key Takeaway

If you’re only measuring the effectiveness of your communications programs after the fac instead of employing an “always on” approach, you’re missing significant opportunities to optimize everything from messaging to the platforms you use to connect with your audiences.

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Truth Advisors LLC provides senior-level communications and reputation management counsel to mid-sized growth companies on a fractional basis. For a free, no-obligation assessment of how we can level up your organization’s strategic communications efforts, contact us at info@startwithtruth.com.