My husband has never been an iPhone person. He never really saw the need. In his eyes, a phone was a phone; it was more practical to just buy whatever suited his needs best, and replace it only when it completely conked out. He’s only ever had two phones in his life – a Sony Xperia, and a Redmi Note 9. Yes, he is that maalaga.
The devices did the job well enough. Messages sent. Calls went through. Apps opened… eventually.
5 years and two career shifts later, the little Android that could… couldn’t any longer. So this year, he decided to switch to the iPhone 17.
Did I, an iPhone user since the iPhone 5, have a hand in this decision? Maybe. But he researched the way people do when they’re about to make a serious upgrade. He thought about how he actually uses his phone: answering emails on the go, opening heavy files, multitasking between work apps, and even editing the occasional graphic or two. In short, processing speed, longevity, and reliability mattered a lot. The iPhone seemed to tick all the right boxes.
Sure enough, when he finally made the switch, the difference wasn’t just in specs. Everything felt sharper, smoother, and more intentional. There was less friction and lag, fewer workarounds, and more confidence that the tool at hand would keep up.
Watching that shift made me think about the shift in corporate communications in 2026.
The old systems that could, probably still could, but they feel slower, more fragmented, and very much one-upgrade-away-from-obsolesence kind of dated. The corporate communications of old are increasingly out of sync with how people actually consume, interpret, and repeat information. It desperately needs an upgrade.
So how are we upgrading corporate communications in the coming year? Here are 5 strategies I think brands need to master in 2026—not because they’re trendy, but because they make everything work better.
1. Build a message architecture your entire company actually uses
Before my husband switched phones, he listed what he needed versus what he could live without. He didn’t want everything—he wanted the right things.
That’s what message architecture does for brands.
Too many companies technically have “key messages,” but they live in a deck no one opens. So what happens? Sales explains the brand one way. Social media sounds like another company entirely. HR talks in corporate-speak. The CEO adds their own version during interviews.
A real message architecture or message map helps your organization’s different teams to speak in their own voices while still sounding like they belong to a single brand. In the PR world, this translates to cohesive interviews and memorable campaigns that don’t say everything, but say the right thing to the right people.
In 2026, corporate communications are working smarter, not harder.
2. Treat employees like your most credible communication channel
During his research for his new phone, my husband also sought opinions from:
- Friends who worked at Apple;
- Friends and relatives who have owned iPhones for years and have used it for the same purposes he intends;
- People who switched from Android to iPhone, and even vice versa;
- Tech reviewers he trusts.
That collection of information is truly how trust is formed nowadays. I’d ask for real, unfiltered reviews before purchasing, say, new make-up, too!
Employees function the same way for brands. They’re not “internal audiences” but witnesses to the results we’re looking for. People believe witnesses more than slogans!
Now, if employees don’t understand where the company is headed and what it’s trying to say while heading there, they won’t explain it well to anyone else. If they’re confused by decisions, that confusion leaks into conversations, posts, and comments—often unintentionally. So in 2026, focus your corporate communications on coherence.
More than once, I’ve seen a PR or ad campaign with quips like ‘ano daw?’ in the comments section. Then employees swoop in with ‘Hi, ___ employee here, actually ganito po ‘yan.’
Often, your employees will defend your brand’s honor. Just make sure they’re informed early, spoken to like adults, and given context—not just instructions—about the brand story. Repeat this enough times, show them how this message is manifested in real life, and they will be your best allies. They humanize corporate decisions in ways no press release can.
Strong PR agencies understand this. They don’t separate “internal” from “external” storytelling. They make sure both are telling the same truth.
3. Bring PR into the room before the campaign starts
One reason my husband was satisfied with his phone choice is that he didn’t treat research as an afterthought. He didn’t buy first and justify later.
Brands often do the opposite with PR: the campaign idea or product highlight is approved, the visuals are locked, and the copy is final. PR is asked just to “get coverage” and “spread the word” because it “didn’t go viral on social media.”
My take on that is: sayang. By that point in the campaign, the story is already limited, or worse, stale.
On the other hand, when PR is brought in early, campaigns get to be informed by the PR context: what journalists care about, what audiences are tired of, and what angles will actually travel. This integrates with the marketing strategy for campaigns that land.
Take ARC (RC Cola) for instance. You can read all about their enduring, decades-long PR strategy here.
4. Communicate in formats people already consume
My husband didn’t read a white paper before switching phones. He watched quick demos and side-by-side comparisons based on specs that mattered to him, like any sane person would. He even watched 10-minute-long reviews on 2x speed. The common denominator of all the videos he watched is that they all provided a summary of the pros and cons at the very end of each review, so even if he skipped through some parts, the information never felt lacking.
Your brand’s audiences behave the same way.
They want clarity, but also accessibility. They want honest information delivered in ways they understand.
You can deliver this information easily. Type out a Facebook essay on your stance. Slap that text on a few art cards for a carousel explainer instead. Narrate a reel! Whatever you do, make sure it’s in a vernacular that your target audience understands and appreciates.
This isn’t about simplifying the message. It’s about respecting how people process information now.
Pro tip: Good PR agencies help brands adapt without losing credibility. They know when to be concise, when to slow down, and which format suits which message.
5. Build a crisis response muscle before you need it
The real reason my husband needed a phone upgrade was because his current one was ghost touching. The screen’s perpetual ‘dancing’ tormented him. He couldn’t get any work done. He had his laptop, sure, but the urgent messages and calls were no longer coming through. It was quite the crisis.
It got me thinking about how brands shouldn’t wait for hiccups before having a crisis management plan in place.
Crisis communication isn’t about reacting quickly but about reacting calmly. And calm only comes from preparation.
When something goes wrong—and it will—teams shouldn’t be arguing about who approves what or how to phrase a response. Those decisions should already be mapped. In today’s media landscape, netizens are all hawk-eyed about the kind of apology you issue during or after a crisis. This, and how you act moving forward from any issue, will define you. Aim to look steady instead of defensive, measured instead of rushed, and confident instead of confused.
PR agencies play a critical role here, not just in writing statements, but in helping brands rehearse the moments they hope never come.
Good communication feels like a thoughtful upgrade
Watching my husband use his new phone now, there’s no drama about it. He’s not constantly accosting it to stop its little jig of doom. It just works. The friction is gone. The experience feels intentional. And he messages me with iMessage now. What a win.
And I want that for you! Winning is what great corporate communications should feel like in 2026.
Clearer. More aligned. More human.
When messaging, internal comms, PR, leadership, and storytelling work together, the brand stops fighting itself. And when that happens, people don’t just hear what you say—they repeat it.
Make the upgrade. Talk to NGP IMC about revamping your corporate communications for 2026.
Harmony Adiao-Carrillo is the editorial lead of NGP-IMC.
