Why 2026 Is the Year Policy Comms Takes Off 

Last year felt like a watershed moment for global tech policy. Governments across the world grappled with regulation, a global AI Summit in Paris, important discussions around public sector digitalisation strategies and, of course, how to prepare their country to benefit from the rapid rise of AI.  

What used to be discussions involving junior ministers are now at the forefront of the policies that are shaping our world and making front page news in the process.  

Increasingly, these debates are playing out in public, shaped not just by policymakers but by how issues are framed, debated and amplified through media and social platforms. 

This is an exciting moment for the tech world, but it also presents new challenges. How should tech companies engage with policymakers? How can they influence new regulations? What impact will new policies have on how they are perceived by the public?  

This is particularly true for companies operating across Europe and the US, where different regulatory approaches and political cultures increasingly collide in the public debate. 

It’s clear that the tech sector needs to evolve how it communicates in a world where innovation and the impact of technology on wider society is under more scrutiny than ever.  

In short, 2026 is the year tech companies need to develop a policy communications strategy.   

Policy communications is not the same as public affairs 

While traditional public affairs focuses on efforts to lobby for specific changes or build relationships with decision makers, policy communications is about explaining and shaping understanding of policy positions through clear narratives, messaging and evidence.  

Think of it as two sides of a coin: a good public affairs project influences policy through targeted political networks and channels, while a successful policy comms programme uses messaging and media strategies to inform, persuade, and build support around specific policyissues among broader audiences.  

This isn’t just a new PR fad, it’s a trend that has been brewing for several years. 

Back in 2023, Politico published its “Rise of Policy Communications” whitepaper quoting the likes of Sir Martin Sorrell and Paul Polman on the increased importance of engaging with policy through media relations. Since then, we’ve seen a number of landmark pieces of regulation, from the Digital Markets Act (and its British equivalent, the Digital Markets, Competition and Consumers Bill) and, of course, the EU AI Act, many of which have been directly and indirectly shaped by the tech companies they impact.  

The opportunity to shape policy and the risk of staying silent 

There are big opportunities for those organisations which successfully deploy a policy comms programme, from helping to shape the rules whilst also differentiating by taking a stand on policy issues in a way which signals maturity and credibility to investors, the media, policymakers and other important audiences.  

But there are also risks associated with not engaging with policy comms. Businesses which stay quiet on this topic now risk policy just happening to them, with rules written without their input in a way which could be detrimental to their product. This can lead to reactive compliance, in a landscape where adapting to regulation is far more costly than influencing it early on. 

From a brand perspective, a lack of a policy comms strategy in 2026 also risks a reputation vacuum, giving space to competitors to become industry experts at a time when media and policymakers are desperate for insider views.  

What does a good policy communications programme look like? 

There are four constituent parts to policy comms. 

At its core, it’s all about engagement with policymakers, whether through crafting and submitting evidence to legislative committees or by participating in roundtables or policy forums. This builds credibility and establishes a baseline of access to policymakers. 

Next is commentary, a staple of any successful communications programme. This involves crafting op-eds, taking part in media interviews or offering rapid insights on the latest policy and regulatory developments. This pillar leverages founders and senior execs, turning them into public advocates for specific policy positions and in turn demonstrating thought leadership in a policy debate.  

To step up another level, businesses should look to partnerships with industry peers, NGOs, academic institutions and think tanks. By working with civil society groups or collaboratively across an industry, businesses avoid being seen as self-serving and can broaden their influence, share risk and ultimately increase traction. 

The final pillar to a successful policy comms campaign is insight, whether in the form of commissioned research, real-world case studies or owned platform data. Having evidence and insight can arm allies in a policy debate with credible, digestible arguments.  

In practice, the strongest policy communications programmes combine these elements, reinforcing credibility across audiences rather than treating each in isolation. 

This year, tech sector organisations have a chance to really influence the policy debate shaping their sector. With media interest in tech regulations at its highest ever level, and the competitive advantage to be gained from engaging only growing, businesses can’t afford to stand on the sidelines.  

Developing a solid policy comms campaign will be a critical part of any tech-sector business’ PR arsenal in 2026. 

These themes are explored further in Policy Matters, the latest series of Tyto’s Without Borders podcast, which brings together policy, communications and media leaders to discuss how policy debates are shaped, framed and amplified across Europe and beyond.