The Good Comms Edit - Issue #1 - 09.02.26

A weekly edit of the stories shaping PR, marketing and modern storytelling

No press releases. No hype. Just thoughtful signal-spotting from the world of PR, marketing and storytelling.

If the last few years of communications have taught us anything, it’s this: people can smell nonsense a mile off ... and they’re increasingly drawn to work that feels clear, credible and quietly well-judged.

(If you’ve ever read a campaign and thought “this is clever, but I’m not sure it actually says anything”, you’re very much not alone.)

The Good Comms Edit is about noticing the work that lands without shouting.

Each week, we’ll share a small number of stories and signals from across PR, marketing, branding and storytelling not to catalogue everything that’s happened, but to pause and ask why it matters, and what it tells us about where good communication is heading.

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1. When plain speaking beats cleverness

Example: Gov.uk and the ongoing power of plain English

Not flashy. Not new. Still one of the best examples of good comms anywhere.

While many organisations continue to over-engineer language in pursuit of “tone”, Gov.uk remains relentlessly clear: short sentences, direct instructions, zero ego. The result is communication that feels trustworthy, usable, and quietly respectful of the reader’s intelligence.

Why this matters: Clarity isn’t a lack of creativity, it can be a strategic choice. In high-stakes or high-volume environments, plain language reduces friction, builds confidence, and earns trust faster than any campaign line ever could.

Practical takeaway: Before your next announcement or campaign, run a plain-English test:

• Would this make sense to someone reading it quickly on their phone?

• Are we prioritising clarity over sounding impressive? If not, edit again.

  
  

2. Crisis responses that don’t make things worse

Example: Marks & Spencer and calm, credible response under scrutiny

As cost-of-living pressures continue, Marks & Spencer has faced renewed attention around pricing, sourcing and supply chains. Its public responses have consistently focused on explanation and acknowledgement, avoiding both defensiveness and corporate fog. No drama, no spin, no false cheer.

Why this matters: Modern crisis comms isn’t about winning the argument, it’s about retaining credibility. Calm, factual, human responses don’t always silence critics, but they do reassure the much larger group who are quietly watching how you behave under pressure.

Practical takeaway: Audit your crisis templates before you need them. Replace phrases like:

“We take this matter seriously…”

with:

“Here’s what happened. Here’s what we’re doing next.”

Clarity beats control every time.

3. Ethics as action, not positioning

Example: LEGO’s approach to sustainability communication

LEGO continues to talk about sustainability in a way that resists grandstanding. Rather than bold claims, it focuses on progress reports, long-term investment, and honest acknowledgment of where solutions are still evolving. It’s not perfect and that’s precisely why it works.

Why this matters: Audiences have grown weary of values as performance. Ethical communication today is about evidence, not posture. Brands that show their workings, including (especially!) the messy bits, are far more believable than those claiming moral leadership.

Practical takeaway: When communicating values, anchor them in one concrete action:

• a policy change

• an investment

• a measurable commitment

  
  

Say less. Show more.

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The Pattern

Across all three examples runs the same simple principle ... good communication respects the reader. It assumes intelligence, it avoids theatrics, it chooses honesty over optimisation. In a world full of noise, that kind of restraint stands out.

At Everything & Nothing, this is the work we’re always paying attention to, not just what’s being said, but how and why it’s being said.

In the weeks ahead, we’ll be keeping an eye on how AI is reshaping creative labour, why brand silence is becoming a strategic choice, and what “trust” really looks like in a post-broadcast world.

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About Everything & Nothing

Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.

We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.

We’re interested in work that lasts, not just what lands loudly, but what lands well.

Enjoyed this edit? The Good Comms Edit is published every Monday ... a gentle, thoughtful briefing from the world of PR, marketing and modern storytelling.

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Good comms is always better when it’s shared.

Written by Karen Anderson - Co-Founder of Everything & Nothing