A New Era for Federal Messaging: How to Connect with Government Priorities in 2026 and Beyond

As federal priorities evolve, public sector communications strategies must adapt as well. In REQ’s recent webinar, Realigning the Message: Connecting with Government Priorities in 2026 and Beyond, industry technology leaders discussed how to ensure brand and messaging strategies reflect emerging government goals—efficiency, accountability, digital sovereignty, and defense readiness—without losing authenticity.

Moderated by Katie Hanusik, EVP and PR Practice Lead at REQ, the panel featured Emily Burdeshaw (former Navy public affairs; ex-Dcode; former Director of Marketing, Axonius Federal), Lauren Franco (Director, U.S. Public Sector Field Marketing, Nutanix), and Heather Kuldell-Ware (Communications Consultant, REQ; former Editor-in-Chief, GovExec), who brought together perspectives from marketing, communications and media. 

The central theme: successful communication with the federal audience in 2026 and beyond depends on clarity, credibility, and contextual understanding.

Moving Past Buzzwords

The panelists agreed that many organizations have relied too heavily on buzzwords like “digital modernization” and “efficiency,” which have lost their impact through overuse. Rather than repeating catch-all phrases, communicators should focus on tangible outcomes and specific benefits.

Emily noted that audiences no longer respond to abstract concepts, they want to understand how a product or service actually delivers outcomes. Messages grounded in real results, such as improved response times or automation that reduces staff burden, resonate more deeply. Similarly, Lauren emphasized that plain language and clarity build trust, particularly in a federal environment that values accountability. For her, modernization isn’t just about saving money; it’s about enabling better mission delivery and citizen service.

Heather, drawing on her experience as a journalist, reminded marketers that terms like “digital transformation” or “modernization” mean little without context. Government decision-makers are asking sharper questions: what does this do, how does it help me, and why should I care now?

Leading with Mission Outcomes

Throughout the discussion, a strong theme emerged around prioritizing mission impact over compliance. While regulations and frameworks still matter, panelists agreed that vendors often make a stronger connection when they first demonstrate how their technology supports agency goals. Once that foundation of relevance is established, compliance can be introduced as added value.

This shift toward mission-first messaging reflects broader changes in how agencies approach partnerships. Instead of viewing modernization as an abstract ideal, federal buyers want to see how vendors can enable them to improve operational resilience,  strengthen national readiness, and meet mandates.

Earning Trust in a Changing Landscape

The panel also explored how changing personnel dynamics within agencies are forcing industry to establish new relationships with government customers. With many new leaders entering government service, vendors can no longer assume their reputation precedes them. Marketers were encouraged to refresh brand awareness efforts and reintroduce themselves through clear, consistent storytelling.

Heather underscored that authenticity is now a key differentiator. Organizations that speak plainly and demonstrate real understanding of agency missions will stand out. The panel agreed that clarity about where a company fits within the government ecosystem—what it does, who it serves, and what problems it solves—is critical for reconnecting with shifting audiences.

The AI Crossroads: From Hype to Accountability

When conversation turned to AI, panelists noted that agencies are moving from excitement to expectation. The focus has shifted toward measurable outcomes, transparency, and security. Lauren pointed out that AI should be positioned as a mission enabler, not a marketing slogan. Emily added that federal customers are now more cautious, viewing AI both as an opportunity for automation and as a new cybersecurity risk.

From a media standpoint, Heather explained that journalists, and by extension, government audiences, are now probing deeper, asking for evidence of real-world results and examples of AI in production (not just pilot programs). 

The message: claims about AI innovation must be backed by proof and operational examples.

Building Credibility Through Action

Beyond messaging, the conversation turned to how organizations can demonstrate credibility. Lauren described the growing importance of relationship-based marketing by inviting customers to participate in storytelling and share their own experiences. At Nutanix, she noted, public-sector customer roundtables and small-scale content tailored for specific agencies have become powerful trust-building tools.

Emily echoed this sentiment, emphasizing that peer validation is more persuasive than any sales material. Connecting satisfied customers directly with new prospects allows authentic advocacy to drive awareness. Consistency, both in message and follow-through, remains the foundation of trust.

Closing Thoughts

The panel closed with a shared reminder that successful communication in the federal space requires respect for the audience’s time and priorities. Modernization, efficiency, and AI all matter—but only when they are framed through the lens of real mission impact.

As the panelists agreed, government buyers are looking for partners who simplify complexity, prove value, and deliver results. The organizations that thrive in 2026 and beyond will be those that move past the buzzwords and communicate with precision, empathy, and purpose.

You can listen to the full discussion below – or visit the REQ YouTube channel for this and other insightful webinars. 

If you have any questions about your public sector marketing strategy going into 2026, we’d love to chat with you! Reach out to our team to schedule a call with one of our B2G experts and see how revamping your approach can lead to real results. You can also register for our next webinar on December 11th, Data That Drives Headlines: Best Practices for Research-Backed PR, to learn more about best practices for leveraging data in your communications strategy. We’d love to see you there!