The Good Comms Edit - Issue #3 - 23.02.26

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

This week’s signals aren’t about bells, whistles or spectacle, they’re about structure.

Three very different examples, from tech, creator strategy and brand loyalty, all pointing to the same shift ... communication is being judged on credibility and intent, not just execution.

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1. Creator strategy is getting more serious

Example: Edelman Trust Barometer 2026 + multicultural creator strategy

The 2026 Edelman Trust Barometer reinforced something many of us already feel ... trust in institutions remains fragile, and people are more likely to believe “a person like me” than CEOs, media or government.

Alongside that, recent industry coverage (including analysis in O’Dwyer’s) highlights how brands are shifting budget towards multicultural creators with deep community trust, rather than simply high follower counts.

Rather than “influencer marketing” for amplification, creator partnerships as credibility infrastructure are emerging as more desirable.

Why this matters: Authority is fragmenting and trust is decentralising so if we want resonance, we borrow it, carefully, from someone who already has it.

Practical takeaway:

When selecting creators, add a new filter:

• Where does this person already hold trust capital?

• Does our brand genuinely belong in that conversation?

  
  

2. Content awards are rewarding outcomes, not just aesthetics

Example: PRNEWS 2026 Content Marketing Awards

The recently announced PRNEWS 2026 Content Marketing Awards winners show a noticeable pattern ... judges are rewarding work tied to measurable impact so brand lift, behaviour change and lead generation, not just beautiful execution.

Campaign case studies that stood out weren’t the glossiest, they were the ones with a clearly articulated objective and proof of effect. That’s a shift.

Why this matters: Creative without a strategic spine doesn’t travel as far in 2026. Communications teams are being asked to demonstrate contribution to business outcomes, not just visibility.

Practical takeaway:

Before approving a creative idea, ask yourself ...

• What behaviour are we trying to change?

• How will we know if it worked?

  
  

If you can’t answer that in one sentence, the brief needs refined.

3. Loyalty is being reframed as growth strategy

Example: Bain & Company loyalty research + brand retention focus

Recent analysis from Bain & Company reiterates a long-standing but newly urgent point ... increasing customer retention by just 5% can significantly increase profits.

At the same time, marketing commentary this quarter has focused on the cost of acquisition versus the stability of retention particularly in volatile economic conditions.

The translation? loyalty is commercial.

Why this matters: Brands chasing reach while neglecting retention are leaking value and communication isn’t just about attracting attention, it’s about reinforcing existing relationships.

Practical takeaway:

Audit your communications calendar

• How much is acquisition-focused?

• How much is relationship-focused? If loyalty messaging is less than 30% of your output, rebalance.

  
  

The Pattern This Week

Across trust data, award recognition and loyalty economics, a shared theme emerges ...

Communication is moving from performance to proof, trust must be earned, impact must be measurable and relationships must be maintained.

Good comms is becoming less theatrical and more structural.

At Everything & Nothing, this is the shift we’re watching closely. Communications as long-term architecture, not just short-term attention.

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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