Why counsel, not content, will be our greatest asset in 2026
- Alan Shoebridge
- 13 hours ago
- 3 min read
Note: This blog post was also published as a newsletter article by Healthcare Communicators Northwest.
So much has changed for healthcare communicators in the past few years. I know what you’re thinking: That is an understatement to say the least! You would be right and as we look ahead to the rest of this year and beyond, it’s clear to me that the pace of change will not slow down. Far from it.
With leaner budgets, reduced staff and the proliferation of AI tools, we are all wondering how to best adapt. How can we lean into what really matters to help serve our organizations and clients? I don’t have all the answers, but I’m confident in one thing. Our counsel as communicators matters more than ever.
Counsel beats content — it always has and always will
In the age of AI tools, creating content is cheap, easy and fast. That doesn’t mean it’s always good, but it’s often at least adequate. For most of us working in PR and communication, the ability to write compelling content has always been something we have taken deep pride in. However, the barrier to creating at least passable content is much lower than in the past. People are predicting big impacts to career growth in many fields, including ours.
How should we respond? I believe we need to maximize the value proposition that has always defined our profession: wise counsel. When to communicate, who to communicate to, what exactly to say, etc. Answering those questions requires knowledge that only years of experience can provide.
Our ability to offer valuable counsel is also needed when it comes to using AI to produce content. Somebody with experience needs to review AI output for accuracy, bias and tone. That’s us!
What YOU can do in 2026
“The pessimist complains about the wind; the optimist expects it to change; the realist adjusts the sails.” – William Arthur Ward
This is a quote I think about all the time. In fact, you might have already heard it from me at some point in the past. I find it to be especially relevant when starting a new year.
As healthcare communicators, we must be realistic. We must adjust to the new realities facing our profession. During my career, I’ve found the best way to address uncertainty is to be proactive with what you can control. Here are five steps I suggest you consider for this year:
Inform your stakeholders about what you do and why. Hold those conversations before people ask you to explain.
Set goals for what you want to accomplish. Measure your progress and regularly report out to leaders and clients.
Ensure the communication/PR team is represented in key leadership discussions and organizational decisions.
Experiment with AI and figure out how it does or does not fit into your workflows. Explain your approach to others.
Take every opportunity to highlight your counsel — it is truly our most important and valuable asset.
Navigating the choppy waters ahead
Going back to the quote above, we must be realistic. This year will not be easy. Neither will the years that follow. Healthcare is in a tough place. Recent Gallup data highlights the current state of healthcare in America:
Americans’ already elevated perception that the cost of healthcare is the “most urgent health problem” facing the country rose further this year to 29%, up from 23% a year ago.
Overall, a record-high 23% say healthcare system in crisis; 47% see major problems.
That’s sobering, but expected, news. And it is our role to help patients, leaders and colleagues get through what’s happening. The good and the bad.
Overall, I am optimistic about our profession’s future. Our counsel as healthcare communicators is valuable, but we need to lean into it. We need to talk about it. It must be apparent that we do more than just write press releases or social media posts.
Staying involved at HCNW
Supporting each other is so important. That’s true now more than ever. I look forward to the rest of 2026 and serving in the board chair role at HCNW. I hope you continue to get value out of this professional community. I know I do!
We have some great ideas on tap for our regular webinars, annual conference and more. We also want to hear from you about how we can best be of help.
In closing, I want to wish all of you a wonderful start to your new year.
