The Good Comms Edit - Issue #9 - 06.04.26

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

Some weeks feel like a reminder that good communication isn’t necessarily about doing something new, it’s about doing something true.

This week’s examples come from sport, retail and media and each one shows a brand leaning into emotion, usefulness and timing in a way that feels considered rather than constructed.

1. Emotion as shared experience, not performance

Example: Nike’s athlete storytelling around major sporting moments

In the lead-up to recent international competitions, Nike has continued to centre its storytelling around athletes’ personal journeys not just the performance itself, but pressure, doubt and resilience.

Rather than overproduced campaign lines, much of the content feels observational and human. You’re not being told what to feel but you’re being invited to recognise it.

Why it matters: Audiences are increasingly attuned to emotional authenticity. The difference between performed emotion and felt experience is subtle, but important and brands that get it right build deeper connection.

Practical takeaway: If you’re telling an emotional story, resist the urge to over-direct it ... let the human detail do the work.

2. Usefulness as a form of brand building

Example: IKEA’s continued focus on everyday problem-solving

IKEA continues to ground its communication in practical usefulness from small-space living solutions to accessible design ideas shared across social and in-store experiences.

Rather than positioning itself as aspirational, IKEA leans into being helpful and in doing so, it becomes part of people’s everyday lives.

Why it matters: In a crowded marketplace, usefulness is underrated. Brands that consistently solve small, real problems build familiarity, trust and long-term relevance.

Practical takeaway: Ask yourself, 'what problem are we helping our audience solve this week?' If your communication doesn’t answer that, it may not be as valuable as it could be.

3. Timing as a strategic tool

Example: Spotify’s timely, culturally responsive campaigns

Spotify continues to demonstrate how timing can elevate communication from reactive social posts around cultural moments to data-led storytelling that lands at exactly the right point in the conversation.

The message isn’t always complex but it’s well timed and that makes all the difference.

Why it matters: Good ideas don’t land in isolation they land in context and timing turns relevance into resonance.

Practical takeaway: Before publishing, ask. 'Is this the right message and is it the right moment?' Both matter equally.

The Pattern This Week

Across these three examples, a shared principle emerges ... Good communication meets people where they are. Emotion that feels real, usefulness that feels relevant and timing that feels considered.

It’s not about chasing attention, it’s about understanding it.

At Everything & Nothing, this is the kind of work we keep noticing - communication that feels grounded, human and quietly effective.

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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