Communicating with impact: Five trends to watch in 2026

2026 is here – and effective communication is central to advocacy in a way like never before.

We all know that things move fast these days – global events shift in a flash, and the news cycle never slows down. Add a flood of AI-generated content, lack of trust and a dramatic geopolitical landscape into the mix, and you have an environment where it is tougher than ever to make change.

Just sharing your policy position isn’t enough anymore; you’ve got to make sure people hear and are convinced by what you have to say. Making that happen takes real teamwork: that’s why we focus on bringing top policy experts and communication creatives together on our projects.

If you want your organisation to shape the conversation, earn trust, and make an impact, getting the right message out, at the right time and on the right channel is a must.

What does that mean in practice? Here’s five key trends to keep an eye on in the year ahead.

1) Authenticity is key

In an era where disinformation, deepfakes and AI slop are commonplace, it is becoming more critical, and more challenging, to make sure your audience trusts what you have to say. Honesty, transparency, and consistency will be the key markers distinguishing you as a trustworthy source amid the noise. Human voices and direct communication not only reinforce the integrity of your message but also help build stronger, lasting connections with stakeholders who crave genuine engagement and clear, reliable information. Expect to see more podcasts, interviews, in-person briefings and video explainers this year.

Once you gain trust, shareability becomes key. If your audience can quickly grasp the facts and pass them along, expect your message to travel further and spark more meaningful conversations.

2) Interest-based communities vs public online spaces

Personal blogs, newsletters, and personal LinkedIn accounts are fast gaining traction as powerful platforms for building tight knit, engaged policy communities. While institutional accounts still hold their weight, these non-conventional spaces are allowing thought leaders and policy professionals to cultivate focused audiences who value direct insights and authentic interaction. With loyal followers who return for fresh perspectives and meaningful dialogue, organisations and individuals can leverage platforms like Substack to spark deeper engagement, foster trust, and reach new segments that might not otherwise tune in. This shift presents a fresh opportunity to connect with audiences who are genuinely invested in the conversation and open to ongoing collaboration. For advocacy professionals, 2026 will be the year of the policy influencer.

3) Content: Mobile-first becomes non-negotiable

Everyone is on their phone nowadays. Policy communicators must design messages, visuals, and interactive experiences specifically for mobile devices. This approach recognizes that policy audiences are on the move – whether they’re commuting, in meetings, or in Plux for a drink. By prioritising mobile accessibility, organizations make their policy messages immediate, relevant, and accessible at the touch of a button.

Do not expect an app for everything – that died in 2020. But poorly designed and written content will mean less engagement, and less influence.

4) Your website is a source for AI

Keeping your digital presence AI-ready is now mission-critical for effective policy communication. Well managed Search Engine Optimisation is a key part of any good digital communications strategy. In 2026, it won’t just be about hitting the first page of search results: all the content on your site is feeding the AI tools that millions of people use to search for answers every day. Keeping your website clear, accurate and up to date will make sure that AI is equipped with the right information. Your website is not just for human visitors – it’s for the algorithms shaping tomorrow’s conversations (and if you were wondering, yes that last sentence was AI-generated).

5) The Shifting dynamics of Brussels media: Competition, innovation, and survival

The Brussels media landscape changed a lot in 2025, with changing faces, new topics and top dogs Politico facing increasing competition. Euractiv made significant investments, launched new products, attracted high-profile talent, and occasionally sparked controversy.

Meanwhile, Politico dropped its print edition but continues to host prominent events and secure the big-name interviews. This year the question is: will Euractiv capitalise on its momentum and challenge Politico’s dominance?

Other key bubble players like Contexte, The Parliament Magazine, and the newer EU Correspondent are expanding their policy coverage and hiring additional reporters. In 2026 we may see these outlets carve out specialised niches – such as focusing on exclusive leaks, innovative events, or in-depth policy expertise. Maintaining personal contacts and keeping on top of these trends will be vital in getting your voice heard in this dynamic environment.

These five trends, and many more besides, are shaping the future of policy communication. How is your organisation adapting? Contact brussels@logos-pa.com to learn how we can set you up for success in 2026.