In our year-end Comms in Question episode, Curious Public’s media strategist Anne Marie Aikins led an expert panel as they unpacked the top stories that shaped the past year–which felt like a decade–and what we can learn about capturing and shaping public attention in 2026.

Tell a better story–early and often.

If you missed the live conversation, you can catch the full recording below.

Key Takeaways from the Conversation

  • Perception shapes reaction. David Herle (Rubicon Strategy) and Theresa Lubowitz (Lightbulb Narrative) emphasized that how the public responds to a story depends heavily on personal perception and lived experience. The lens through which people form opinions matters—so communicators must never forget their audiences and where they’re coming from.

    Garbage is free, and reliable news sources are often not.

  • The source matters. Lloyd Rang, President and Narrative Lead of Curious Public, reminded us that the platform frames the reaction: “Garbage is free, and reliable news sources are often not.” While AI poses challenges for communications, David offered a hopeful note: his research shows people–even the young ones–still turn to traditional news for accuracy and reliability.
  • Keep an eye on Carney’s communication chops. The group gave Prime Minister Mark Carney high marks for his communication skills. His personal brand is clearly carrying him, though there was less agreement on whether the government itself is pulling its weight. As year two of his mandate unfolds, this will be something to watch.
  • Misinformation wins if we don’t. Canada lost its measles elimination status in 2025, fueled by misinformation. The panel agreed: trying to rationalize irrational arguments is a dead end. Lloyd urged communicators to tell a better story—early and often—or misinformation will win.
  • Check the outrage. Globe and Mail’s Oliver Moore (editorial board) cautioned that before responding to viral backlash, communicators must ask: Is this real outrage or manufactured? “Rage bait”—Oxford’s word of the year—should never dictate your communications strategy.
  • And finally, the forecast–unsettled. Watch for hailstorms of Agent Orange. Oliver “thrilled” the group with his prediction for 2026’s top news story: Trump, Trump, and more Trump. Happy New Year indeed.

Watch the full conversation to hear our experts’ helpful insights to shape your 2026 strategy.

Thank you again to our panelists: David Herle, Theresa Lubowitz, Oliver Moore, and Lloyd Rang. And a special thanks to our host, Anne Marie Aikins. Happy holidays!

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