This year, communications teams are navigating a landscape shaped by AI, platform saturation and rising expectations around trust and credibility. While the tools and channels continue to evolve, the pressure on organisations to communicate clearly and consistently has never been greater. Our team at Springboard Communications have outlined their top communications trends for 2026.
The New Rules of Visibility with GEO
“Generative Engine Optimisation (GEO) is the new layer of visibility — how AI systems describe your brand when someone asks about your industry, service or expertise. Unlike SEO, GEO can’t be bought. It’s earned through credibility and consistency. AI determines credibility based on what others are saying about you — the articles, commentary and independent mentions that build your reputation over time. In essence, GEO is your reputation, reflected back by machines.” Susie Horgan, Managing Director
You can read Susie’s recent blog on 5 Lessons on GEO: How to Stay Visible in the Age of AI Search here.
Media Relations: Back to Relationships
“In 2026, media relations will continue moving away from volume-driven pitching towards deeper, more trusted relationships. Journalists are under more pressure than ever, with shrinking newsrooms and increasing workloads.
Understanding what journalists actually cover, how they work and where your organisation genuinely adds value will be critical. Strong relationships, built over time, will outperform mass distribution lists every time.” Sorcha MacMahon, Senior Client Manager
There Is No Single Audience Anymore
“Communications strategies need to account for the fact that messages rarely reach just one audience. Internal communications, media coverage and social content increasingly overlap, amplified by digital platforms. This is something we’ll see more of in 2026.
This means organisations must consider how messages land with employees, customers, media and regulators simultaneously. Consistency, clarity and intent will matter more than tailoring messages in isolation.” Sarah Horgan, Director
Misinformation and Trust
“As AI-generated content becomes more sophisticated, deepfake videos, manipulated audio and false narratives are becoming easier to create and harder to detect. For comms teams, this means preparing for misinformation as part of issues planning. Rapid verification, clear escalation processes and internal education will be essential.
Just as importantly, organisations need to be establishing trust in their narrative now. When misinformation emerges, the organisations to fare best will be those with credible spokespeople, consistent messaging and an established trust record.” Maria Tracey, Associate Director
The Reset on ‘Forced Authenticity’
“For years, organisations were urged to drop the corporate tone, show vulnerability and “be human”, prompting a wave of behind-the-scenes content and carefully imperfect messages designed to feel spontaneous.
We are now firmly in an era of forced authenticity, where the effort to look real has become obvious. When candid messages are shaped by committees, credibility quickly erodes. In a noisy environment, the organisations that will stand out in 2026 will be those that speak less, but with more intent, choosing quality over quantity and trusting that audiences can tell the difference.” Mark Harrington, Client Director
Smarter Internal Communications
“Internal communications in 2026 will continue the move from high-volume, broadcast-style messaging towards clearer, more relevant communication. AI will support better targeting, timing and personalisation, but it won’t replace human judgement.
Measurement is also maturing, with AI helping teams move beyond surface-level metrics towards insight on understanding, sentiment and action. At its best, AI-driven technology can ensure internal comms is useful and responsive, but the human role remains central, delivering trust, context and credibility.” Ciara Flaherty, Associate Director
Fundamentals Will Become the Differentiator
“As AI becomes a standard part of communications workflows, the fundamentals of the profession will matter more, not less. Writing remains the core skill. Clear structure, strong editing and the ability to adapt tone for different audiences are still essential, particularly in a fast-moving media environment. Over-reliance on technology risks weakening these skills, especially for those early in their careers.
In 2026, the communicators who stand out will be those who understand the basics as well as the tools.” Marc Woodard, Client Executive
The Rise (and Return) of Long-Form Platforms
“Substack has been around for a while but is becoming more popular for writers, journalists and content creators. Audiences are looking for more authentic content that has substance, something Substack is positioning itself to provide.
The platform encourages long form-storytelling and thought leadership, which is often lost in constant, short, algorithm-driven content. As attention becomes harder to hold, spaces that reward depth rather than speed will matter more. Substack is a platform that should be considered as part of the communications mix in 2026.” Cathal O’Carroll, Senior Client Manager
Visibility in the Age of Saturation
“Social media itself won’t change dramatically this year. In 2026, the defining challenge for brands will not just be platform updates or new formats, but content saturation. Feeds are crowded, making “good enough” content that plays by the rules (short video, carousels, etc) increasingly invisible. With tools like hashtags no longer playing a role in driving reach, it will be up to brands to “stop the scroll” with authentic and compelling content.
The brands that stand out in 2026 will be those that focus on strong ideas, emotional insight and clear positioning, earning attention rather than competing for it.” Chloe Kavanagh, Client Manager
You can read Chloe’s recent blog on 2026 trends for social media here.
Employees as Trusted Voices
“The rise of the internal influencer was a trend that accelerated towards the end of last year, with major brands increasingly using employees to create content – both on social media and internal platforms.
When done well, employee advocacy builds credibility in a way polished corporate messaging often can’t.” Ryan Forde, Client Executive
If you would like to explore what these trends mean for your organisation, from AI-driven visibility to media relationships, content strategy or internal communications, please reach out today at hello@springboardcommunications.ie.
