April 16, 2026
April 16, 2026
We’re operating in one of the most complex, dynamic operating environments for public affairs we’ve ever seen. There is a constant and looming threat of government shutdowns, rapidly changing policies across all levels of government, increased regulatory pressure to fuel AI development and curb its risks, and an increasingly connected and embroiled civic body. It’s hectic out there.
At the same time, trust in government is eroding; Mission North’s 2026 Brand Expectations Index showed that people’s trust in the federal government is only 28%. State and local governments fare slightly better, with just 37% of people saying they trust those institutions.
We need a new public affairs playbook: one that’s smarter, more nimble, and foundationally built on a risk management framework. Here are three ways you can activate that playbook to minimize roadblocks, uncover opportunities, and de-risk public affairs in 2026.
We need a new public affairs playbook: one that’s smarter, more nimble, and foundationally built on a risk management framework.
1. Focus on Policy Priorities in the Deluge of Regulatory Changes
Amidst the transition to a new presidential administration, 2025 was a record breaking year for executive orders, new legislative proposals, and agency-wide strategies. The volume made it harder for organizations to identify and act on priority policies. Concerned with the optics of early advocacy during this particularly turbulent time, many companies deliberately stayed quiet until the proverbial dust had settled—and some are still waiting—to actively and publicly praise or denounce actions. Others actively got engaged early to help shape the narrative and make early bets.
What was more effective? The organizations that set and advanced their policy agendas early through a strong foundation avoided getting lost in the noise and stayed the course despite the chaos.
2. Take the Time to Understand Your Audience and How to Reach Them
Connecting with your intended audiences—from the administration to policymakers to local constituents—requires due diligence on the best channels for reaching them. This can be as straightforward as message testing and as extensive as comprehensive focus groups. This is crucial to understanding the issues that matter most to varied audiences and messaging them in an authentic, measured way.
Connecting with your intended audiences requires due diligence on the best channels for reaching them.
Amidst the local data center resistance, some tech companies—in an effort to sway local constituents on data center projects—took out major billboards. This immediately backfired, and came off as tone deaf, which in turn added fuel to the debate that Silicon Valley was out of touch and provided local city councils with fodder to reject their investments. Surveilling the space and better understanding the best channels to turn the hearts and minds of local constituents could have made the difference between the success or failure of a pricey campaign.
3. The Impact of Human-Centric Storytelling in a Crisis
Identifying a rolodex of human, impact focused success stories can mean the difference between brand failure and survival. Amidst the controversy surrounding Flock Safety’s automated license plate readers across government, including but not limited to alleged surveillance abuses and threats from local jurisdictions to terminate existing contracts, the brand’s flood of negative coverage required countering by influential advocates who could demonstrate the reality of the organization's mission. Y Combinator CEO Garry Tan published a highly effective blog post detailing how Flock cameras had caught the drunk driver who hit his wife in a recent hit and run, a direct challenge to the lawsuit focused on removing the technology from San Francisco streets. While Tan didn’t disclose that Flock was a Y Combinator backed company (which caused some pushback in the comments), he effectively reshifted the narrative to the tool’s tangible impact when it was needed most.
Success in today's complex operating environment boils down to a simple truth: 2026 public affairs demands a different kind of thinking.
Success in today's complex operating environment boils down to a simple truth: 2026 public affairs demands a different kind of thinking. As we navigate this era of rapid-fire policy shifts and heightened civic scrutiny, the goal for organizations should be simple: clarity over volume. Trade reactive scrambling for disciplined strategy. Whether it's navigating the flood of policies or softening a crisis with human-centric storytelling, staying anchored makes it possible to not just survive the noise; it opens the door to leading the conversation.
