Building a Stronger Digital Presence for 2026 – One Panel, Four Big Lessons
Posted on Dec. 11, 2025 / Subscribe 0
As communicators, we talk a lot about staying ahead – ahead of trends, ahead of platforms, ahead of the next headline. But attending PRSA Detroit’s Digital Trends & Best Practices event reminded me that sometimes the most meaningful growth comes from pausing long enough to absorb what others are learning in real time. This year’s panel left me thinking deeply about how I want to show up in digital spaces in 2026: more intentional, more strategic and more authentically myself.
From Michigan Chronicle’s Sam Robinson, I left with one lesson that feels simple but incredibly grounding: just be yourself — even online. Hearing how he built a paying Substack audience by offering perspective rather than just information made me rethink how I frame my own content. People don’t want more than facts; they want voice. They want a point of view. They want the “why it matters.”
My takeaway for 2026: Don’t shy away from showing my professional perspective. Lean into the human side of storytelling, not just the deliverables.
From Sarah, journalist-turned-entrepreneur and host of Water Your Garden, the reminder was about energy. She spoke about honoring your calling, staying true to your integrity and only pursuing partnerships that truly add value in your professional life. Her multichannel storytelling approach – especially in short-form content – underscored what “approachable” looks like in a digital era where authenticity is a metric of its own.
My takeaway for 2026: Guard my creative integrity. Choose to work with people and organizations that are aligned with my values. And create with consistency, not perfection.
From Megan, now shaping digital storytelling for the City of Detroit, I took home the importance of intentional planning. Her work introducing residents to city services through social content showed me how impactful digital communication can be when the right message meets the right audience. Her focus on organic shares as a core metric reframed how I think about engagement – it’s not just about reach, but resonance.
My takeaway for 2026: Know your audience deeply. Cater messaging to platforms and make sure to focus on content worth sharing.
Lastly, Awecomm CEO Brent Yax brought clarity to the ever-moving world of AI. He reminded us that AI is powerful for small tasks, trend-spotting and automation – if we take the time to train ourselves and test its capabilities. His caution about accuracy, specificity and not citing ChatGPT directly was a fair reminder of the responsibility we carry as communicators, especially in an ever-evolving AI landscape.
My takeaway for 2026: Be sure to embrace AI thoughtfully. Dive into auditing your digital processes and find the next best way to execute your work with efficiencies designed to save time. Get extremely specific with prompts and always fact-check.
Leaving the event, I felt a collective message weaving through every insight: digital communication is evolving, but our core responsibility remains the same — show up with clarity, courage and authenticity. As I step into 2026, these learnings will shape how I create, how I connect and how I continue growing as a communicator in Detroit’s vibrant, ever-changing digital landscape.
Nina Scarpelli is an Integrated Communications Coordinator at Franco, supporting strategic communications through media relations, content development, campaign strategy and brand storytelling for clients in B2C, B2B and nonprofit industries.
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