Why 2026 Needs Better Prep, Braver Voices and Media-Ready Leaders

As we tiptoe (or tumble) toward the end of the year, there’s one thing I keep hearing from leaders, comms pros and CEOs: “Communication has never felt more important… or more overwhelming.”

That’s a pretty accurate statement.

This year has been a masterclass in what happens when organisations communicate well - and what happens when they don’t. Whether it was a political slip-up, a corporate misstep, a social media storm or a sector-wide crisis, the same pattern played out again and again:

Clear, confident communication builds trust.Unclear, reactive communication breaks it just as fast.

And in a world where news spreads globally within minutes, the ripple effects are no longer local. So, here’s my end-of-year take:

This is the moment for organisations to take communications seriously — really seriously.

Communication isn’t a “nice to have” anymore

Media training and strategic comms are often seen as a tick-box exercise. Useful, yes. But essential? Only if you were in crisis mode, or if your CEO happened to land on Morning Ireland.

The game has changed completely.

Across every sector in Ireland - healthcare, energy, tech, non-profits, education, government - the demand for clarity, transparency and calm leadership has never been higher.

People want to hear from you. Journalists want the story behind the story. Staff want honesty. Customers want reassurance. And the public? They want organisations to communicate like humans, not robots.

That means leaders need the skills, not just the title. It means spokespeople need practice, not panic. It means teams need a plan, not a prayer.

Crisis moments aren’t the problem.

Being unprepared is.

Look at any major crisis this year and you’ll spot the same truth: the organisations that weathered the storm had three things in common:

• Strong internal comms

• Clear external messages

• Leaders and spokespeople who were trained, confident and ready

Not perfect. Not polished. Just prepared.

That’s the difference media training makes. Not the “soundbite factory” training of years ago - but modern, values-led, confident communication that helps people speak clearly under pressure.

The opportunity for 2026:

Get ahead of the story

2026 can be the year organisations flip the script.

Because the biggest comms wins I’ve seen lately weren’t in crisis situations - they were in organisations that:

• Invested early in media training

• Created messaging that everyone could stand behind

• Built internal comms that informed, not confused

• Empowered leaders to show up with honesty and authority

• Practised before they needed to perform

That’s the difference between reacting and leading. Between spiralling and staying steady. Between becoming the headline… and owning it.

The future of communication is human

Here’s the best news:We’re moving into an era where authenticity is beating spin, clarity is beating jargon, and preparation is beating panic.

People don’t expect perfection anymore. They expect presence. They expect responsibility. They expect organisations - and the people who lead them - to show up.

Good comms helps you do that. Media training helps you do that under pressure. And starting strong in January sets the tone for the entire year.

So, my advice as we head into 2026?

Don’t wait for a crisis to realise you needed media training. Don’t wait for a story to break to realise your messages are unclear. Don’t wait for an interview request to discover your leaders are terrified of the microphone.

Be ready before you need to be.

Invest in your people. Strengthen your messages. Build a culture where communication isn’t the final step - it’s the first.

Your future self, your team and your reputation will thank you.