Every January, I talk with founders and communications leaders who are excited to "do more" in the new year. More content. More channels. More visibility. But when everything is a priority, nothing actually is.
So as we dive into 2026, let me share what I've seen work consistently: Pick three communications priorities (max) that directly tie to business objectives. Do those exceptionally well. And then have the discipline to say no to everything else. (Easier said than done, I know!)
Why Three?
Three priorities give you focus without being restrictive. They're specific enough to guide daily decisions but flexible enough to allow creativity. And most importantly, three priorities means you can actually execute rather than constantly pivoting between competing demands.
How to Choose Your Three
Start with your business objectives. Not what you think you should be doing, but what your business actually needs to accomplish in 2026. Then ask:
What communications outcomes would most directly support those business goals?
Maybe your company needs to establish credibility in a new market. Maybe you're preparing for a funding round. Maybe you're shifting from founder-led sales to a scalable marketing approach. Maybe you're navigating leadership transition or product evolution.
Your three communications priorities should be the direct answer to those needs.
Make Every Activity Earn Its Place
Once you've defined your three priorities, here's the discipline part: every communications activity you undertake should fall clearly into one of those three buckets. If it doesn't, you don't do it—no matter how interesting or shiny it seems.
Podcast opportunity that doesn't advance any of your three priorities? Pass. Content series that feels "nice to have" but doesn't drive toward your objectives? Shelve it. LinkedIn strategy that's just activity without clear purpose? Skip it.
This isn't about doing less work—it's about making every hour count toward outcomes that matter.
The Proactive Advantage
The difference between companies that execute on strategic communications and those that just stay busy? Preparation.
If you wait until February to figure out your priorities, you've already lost four weeks. If you wait until a journalist emails to think about your positioning, you're playing catch-up. If you wait until you need results to build the strategy, you're too late.
Get clear now. Define your three priorities. Map the tactics that support them. Identify what you'll say no to. Build the frameworks that will guide decisions when things get chaotic (and they will).
Then be ready to execute, not scrambling to plan. Proactive planning beats reactive hustle every single time.
The Bottom Line
Strategic communications isn't about doing everything—it's about doing the right things exceptionally well. As you start 2026, give yourself the gift of clarity. Three priorities. Clear business alignment. Proactive preparation.
Everything else is just noise.
