The Good Comms Edit - Issue #11 - 20.04.26

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

There’s a particular kind of communication that doesn’t try too hard, it doesn’t chase the moment.It doesn’t over-explain, it just … fits.

This week’s examples come from aviation, hospitality and tech, three very different sectors, all showing how brands are leaning into experience, clarity and tone in ways that feel considered rather than constructed.

1. Experience as brand, not add-on

Example: Ryanair’s unapologetically honest tone

Over the past few weeks, Ryanair’s social and PR presence has continued to lean into its now-famous tone ... blunt, self-aware, occasionally cheeky, and entirely consistent.

Rather than trying to reposition itself as something it’s not, Ryanair doubles down on what customers already know ... it’s low-cost, no-frills, and efficient.

The communication matches the experience.

Why it matters: Too many brands try to soften or disguise reality, Ryanair does the opposite and in doing so, builds a kind of trust that comes from alignment.

Practical takeaway: Ask yourself 'Does our communication reflect the real experience of our brand? If not, you’re creating friction before the customer even arrives.

2. Simplicity as a service

Example: Notion’s continued product storytelling

Notion’s recent updates and communications have followed a familiar pattern ... clear, simple explanations of what’s new, how it works, and why it matters. No jargon or over-layered messaging, just usefulness, clearly expressed.

Even as the product grows more complex, the communication works hard to make it feel manageable.

Why it matters: Complex products don’t require complex communication. In fact, the more sophisticated the product, the more important clarity becomes.

Practical takeaway: When launching or updating something new, focus on 'What does this help me do right now?' Clarity is a service to your audience.

3. Tone as a differentiator

Example: Soho House’s understated brand voice

Across all of its communications, from emails to social to in-club messaging, Soho House continues to lean into a tone that feels relaxed, informal and slightly insider.

It doesn’t over-sell or over-explain, it assumes the reader is already part of the world and that’s exactly the point.

Why it matters: Tone isn’t just aesthetic, it’s strategic. The way you speak signals who you’re for (and who you’re not).

Practical takeaway: Look at your tone of voice and ask 'Are we trying to appeal to everyone or are we comfortable speaking directly to our audience?' Clarity of tone creates clarity of audience.

The Pattern This Week

Across these three examples, one idea keeps resurfacing ... Good communication aligns with reality.

The experience matches the message, the product matches the explanation and the tone matches the audience. Brands being clear about who they are, and communicating accordingly.

At Everything & Nothing, these are the signals we keep noticing, the communication that feels honest, considered and quietly effective.

-------------------------------------------------------------------------------------------------------------------------------

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.

If you’d like this kind of thinking to land in your inbox (or want to explore working together), you can:

• Subscribe so you don’t miss future editions

• Get in touch to talk about a project

• Or simply pass this on to someone who might enjoy it

  
  

Good comms is always better when it’s shared.