Blueprint President Sarah Erkmann Ward, APR

Wide-eyed children waiting for Santa are not the only ones making a wish list this time of year. After more than two decades in the PR business, I have one, too. It is not about the next platform, the newest AI tool, or whatever trend is making the rounds on social media. It is about getting the basics right again.

1. Clarity

Too often, communications are written for insiders (or incredibly, just a small handful of people!) instead of the people they are meant to reach. In government especially, we have a habit of overexplaining the process while underexplaining what it means for real people. Alaskans want to know what is changing, why it matters, and what they need to do next. Plain language is not dumbing things down. It is showing respect for your audience’s time and intelligence.

2. More honesty and less fear.

Communications professionals are often tasked after decisions are made. By then, problems have grown, or rumors and misinformation are already spreading. At this point, the public opinion train has already left the proverbial station. In 2026, I hope more organizations are willing to communicate earlier, even when the answers are incomplete. Saying “we do not know yet, but here is what we are watching” goes a long way.

3. Fewer one-size-fits-all messages and more attention to local communities.

Alaska is a good reminder that context matters. What resonates in Anchorage may not land the same way in Nome, Kodiak, or Southeast. Effective communication means talking to people in ways they understand and using the channels they trust. Sometimes the most effective strategy is not a press release, but an old-fashioned phone call, a radio interview, or a conversation at a community meeting.

4. A seat at the table for all communications professionals.

PR is not just about writing statements or posting on social media after the fact. It is about strategy and judgment, and timing. In 2026, I hope more leaders bring communicators in earlier, so good communication helps shape better policy and better outcomes. Because remember, “if you’re explaining, you’re losing.”

5. A focus on trust and authenticity, not clicks or impressions.

Clicks and impressions are important metrics for many communications campaigns, but trust is what carries companies and organizations through tough moments. It is harder to measure and slower to build, but it is a critical focus. In a crowded and skeptical information environment, consistency, accuracy, and follow-through matter more than ever. This will be more important than ever in Alaska as we enter what is sure to be a noisy, crowded election year.

If we do these things, 2026 could be a strong year for public relations and communications. More importantly, it could be a better year for the people we are trying to reach.