What will effective industrial communication look like in 2026? The SE10 team shares the PR resolutions that will shape our approach to strategy, storytelling, and media visibility in the year ahead.
A new year brings new ambitions, but in PR, ambition only matters when it’s actionable. After a year defined by rapid AI adoption, evolving media ecosystems, rising expectations around authenticity, and an increasingly complex global landscape, SE10 is stepping into 2026 with a set of clear resolutions.
These aren’t vague aspirations. They’re strategic commitments built on what we’ve learned, what we’ve predicted, and what the industry is demanding next.
Here’s what SE10 resolves to do, individually and collectively, as we continue to respect our responsibilities as a B2B communications leader.
Always factor generative engine optimisation (GEO) into media planning
Now that AI has become a new stakeholder in communication, my resolution for 2026 is to think about both human and machine audiences when planning media outreach. Alongside looking into where our clients’ customers and prospects go for trusted information, I want to get into the habit of using tools such as SEMrush and Agility – plus a bit of manual research – to see which publications are being surfaced most often in AI Overviews and chatbot responses. It’s about helping our clients get a double win: visibility with real readers and with the algorithms that shape what they see.
— Hannah Kitchener, Associate Director – UK
Make sure clients are visible in AI search through earned media
In 2026, one of the things I will look at is making sure clients are included in AI search results. With the vast majority of AI-assisted search citations coming from authoritative third-party sources, earned media and media relations are more important than ever. Media relationships and excellent storytelling that generates strong coverage will be crucial for success in 2026.
— Charlie Williams, Associate Director – UK
Cut through visual noise with clear and creative story-led design
With the increase in easy-to-use graphic and AI design tools set to continue, making sure strong design work stands out from a growing crowd becomes essential. This year, I aim to craft visuals that meet this challenge through a commitment to storytelling and messaging, producing work that communicates ideas with clarity, creativity, and cohesion.
— Ben Poulten, Creative Designer – UK
Rethink where trust – and real outcomes – are created
A major focus for me in 2026 is understanding where B2B audiences are actually going as social platforms shift. LinkedIn has become dominated by self-congratulatory posts, contrived leadership lessons, and competition to win the ‘Thought Leadership Olympics’ – and I’m not convinced this is where people will want to spend their time in the future. If honest conversations move elsewhere, what does that mean for business outcomes? With AI reshaping discovery and diminishing the role social platforms once played, I expect forums, media relations, and owned channels to retake their previous dominance – even as AI search begins pulling in content from places like Instagram. My goal is to get ahead of where attention, trust, and actual impact are shifting next.
— Damian Joseph, Vice President – USA
Collaborate even more closely with key media for clear messaging and engaging content
My resolution this year is to continue to help clients partner more closely with key trade publications and their journalists, not just as distributors of stories, but as collaborators, sounding boards, and industry interpreters. Strong journalist cooperation can lead to better stories, better angles, and better outcomes.
— Jack Porter, Account Manager – UK
To help leaders communicate more like people, not press releases
As corporate messaging becomes easier than ever to automate with AI, a leader’s genuine humanity becomes their most valuable asset. This year, I want us to focus on helping executives sound less corporate and more human. Authentic leadership communication, vulnerability, empathy, even humour, are no longer just soft skills; they are signals of credibility and relatability that will cut through the noise far more effectively than polished corporate speak.
— Ben Shaw, CEO
Transform sustainability from an obligation into a strategic reputational asset
My resolution is to help clients communicate their sustainability efforts more effectively, not as a box-ticking exercise, but as a true source of competitive advantage through innovative, efficient products. Sustainability can be a powerful strength, but only when brands express it with honesty, clarity, and real relevance.
— Mariana Santos, Account Director – USA
Ensure cultural intelligence is built into every strategy
In 2026, I want us to embed cultural intelligence into every global plan, not just as a localisation step, but as a strategic core. Cultural behaviour, norms, business etiquette, and communication expectations differ vastly across APAC. My resolution: help clients navigate these nuances with confidence and sensitivity.
— Matt Pearman, Associate Director – Singapore
Make local voices central, not peripheral in global storytelling
This year, I want to amplify more on-the-ground voices: the technicians, engineers, plant managers, regional experts. Their lived experiences give authenticity to corporate narratives. My resolution is to elevate local perspectives to the forefront of global storytelling.
— Salmah El Haissane, Account Manager – Singapore
Make measurement the first step in communications strategy, not the last
In 2026, I’m committing to designing measurement frameworks first, not last. When impact metrics are locked in from the start. Audience shifts, behavioral change, commercial outcomes – campaigns become far more focused and meaningful. This year, strategy and measurement will move in tandem.
— Zack Shen, Account Executive – USA
Move digital from the last click to the first thought
This year, I want to bring digital marketing to the forefront. In many campaigns, especially where it is targeting very specific audiences, it should lead. My resolution is to ensure our digital work doesn’t just drive engagement it creates meaningful momentum that moves people to take action.
— Bolly Methakittiworakun, Digital Marketing Manager – UK
Would you like to work with SE10 in 2026? Get in touch.
Jack Porter
Account Manager
About the author
Jack is an account manager based in London, UK, who joined SE10 in 2022, assisting with media coverage and campaign management for European accounts. Arriving from a background in sports writing and video content production, thoughtfulness and consideration in presentation, and networking and building strong client relationships are key skills that have transitioned easily into PR. Jack has extensive experience in interviewing knowledgeable subjects and conveying received information to a wider readership in an understandable, relatable tone.
