Message Received: Noise, Nostalgia, and Knowing What Matters

Published: January 23, 2026

We took a much-needed break, stepped away to reset, and yes, touched a little grass. Now we are refreshed, recharged, and ready for the year ahead, with more ideas, tactics, and insights to share. And if you’re in the 50% of the country about to experience an Arctic freeze, bundle up and get out the hot chocolate!

Let’s get to it.

When to React: A Four-Question Check

We’re operating in a fast-moving landscape where timing matters as much as substance. Many of our clients are weighing when to use their voice and when to hold back. In this environment, it can feel risky to stay quiet and just as risky to speak too soon.

If you respond to every press inquiry, it will become your CEOs full time job, and you still have important work to do! Before weighing in on the latest political moment, here is a short checklist to help ensure your voice is intentional, credible, and aligned with your long-term goals.

What communications should consider:
  • What is our risk tolerance? Are you built to take public positions (and the potential consequences of that), or is there a good reason to allow others to publicly lead? Sometimes restraint is the smarter move to maintain the integrity of your work.
  • Does this intersect with our expertise? Borrowed outrage rarely lands. Responses are strongest when they align with what you actually know and do.
  • Does it materially affect our community or stakeholders? Real-world impact matters more than abstract talking points.
  • Is this durable news? If the issue will fade in a few days, attaching your name to it may create more noise than value.

The payoff:

Answering these questions upfront saves time, reduces reputational risk, and ensures that when organizations do speak, they sound deliberate rather than reactive. The result is communication that builds trust and holds up beyond the news cycle. There is a lot to be angry about right now, but focusing your communications ultimately drives impact.

Culture Watch: The Return of 2016 Vibes

“2016 vibes” are back, and Gen Z is leading the charge. This revival is not just nostalgia driven. As Fortune recently noted, it reflects a quieter form of protest against the world and economy this generation inherited. When the future feels uncertain, familiar and unpolished cultural moments can feel grounding.

Instead of hyper-curated aesthetics and corporate-perfect messaging, the 2016 revival signals renewed pull toward things that feel human, casual, and a little rough around the edges.

What we’re seeing:

  • Authenticity matters more than polish.
  • Simplicity and imperfection feel more trustworthy than overproduced content.
  • Humor, sincerity, and self-awareness land better than overly formal or “official” statements.

Why it matters:

  • In a moment when institutions are under scrutiny and trust is fragile, audiences are rewarding messages that feel real.
  • Highly produced, tightly scripted content can read as distant or insincere, even when the intent is good.

Key takeaway for communicators:

You do not have to abandon professionalism, but you may need to loosen the grip on perfection. Sometimes the most effective way to be heard is to sound human, even if the message feels a little messy.

After all, if the public could survive the 2016 Starbucks Unicorn Frappuccino (neon pink, blue, wildly confusing, and somehow everywhere) it can definitely handle a message that isn’t perfectly polished but actually connects.

Tools That Help Sort the Signal

If you want practical inspiration for managing what to respond to, check out How I AI by Claire Vo. Each week, a guest walks through how they are using AI in real workflows. No hypotheticals, just practical, and sometimes messy, examples that spark ideas.

Weeks later, we are still thinking about Courtney Hickey’s tool that gives immediate meeting feedback tied to company values, showing who spoke, who didn’t, and how behaviors aligned with expectations.

The lesson: In an era of constant reaction, tools that surface patterns and clarify what matters give a real advantage.

Oklahoma's Next Top Prosecutor?

If you want a masterclass in candidate discipline, look no further than Nick Coffey’s recent interview. The Oklahoma Attorney General candidate stayed laser-focused on his message while making it clear: he's running because he genuinely cares about Oklahomans, and he's got the receipts to prove he can do the job.

For the past seven years, Coffey has served as an Assistant U.S. Attorney, taking on complex drug trafficking networks, sophisticated money laundering schemes, and cartel bosses. Now he's ready to bring that same tenacity to the AG's office.

Our team at Bryson Gillette had the privilege of helping Nick prepare for this interview, and he absolutely nailed it. Check out the full interview here.

Until Next Time

As we head into 2026, we are here if you need a sounding board. Whether you want to brainstorm, gut-check an idea, or talk through what is ahead, reach out anytime. We are always happy to listen and support.

—Bryson Gillette