Words matter

I’ve always been an avid reader so the power of words and storytelling is something that has always resonated with me. As a child I would make full use of my library card privileges every week and there was no greater joy than unlocking access to a whole new world through the simple click of a stamp. 

At Switch we regularly talk about how words matter. We see the viral moments, both good and bad, where the outcome has been shaped by the choice of words, the stories being communicated and how they’ve been told. The impact of words goes much further than a viral moment. Words build trust. Effective communication is how we build trusted relationships with our clients and communities. 

A love of reading at an early age is something that many comms professionals share, and that long-held passion for reading led the Switch team to partner with the Jersey Festival of Words and children's author, poet, rapper and educator Christian Foley. Like us, Christian is passionate about instilling a love of reading in childhood and his unique way of bringing words to life, through infectious energy, audience participation and performance, encourages children to see poetry and stories differently. 

Encouragingly, the National Literacy Trust’s latest Annual Literacy Survey found that reading enjoyment rose in 2026 after four years of decline. But while that increase is positive, reading enjoyment remains lower than it was for much of the past two decades, reinforcing the importance of finding different ways to engage children with words and stories.

There is no one size fits all approach to instilling a love of literacy, just as there isn’t one definitive way for organisations to effectively communicate with their audiences. But one thing is certain, that the words we choose, and how we communicate them matter. 

Why words matter even more in the age of AI

This isn’t yet another article exulting or lamenting the rise of AI. But its rise has brought with it some interesting changes to the way we communicate with each other. The conversations around AI are vast and varied but I wanted to focus on how we write and receive communications. 

The volume of content is changing. There are more platforms than ever before, and AI generated content is producing a significant amount of this volume. According to Ofcom’s 2026 Adults’ Media Use and Attitudes Report, 75% of UK online adults read AI-generated search summaries, with 42% saying they read them often or always. In addition, a review of webpages published since ChatGPT launched estimated that one third show signs of AI authorship. 

The format is changing. We are increasingly encountering information displayed as an AI-generated summary or answer when searching for answers. This changes the way people access and interact with information through direct, natural language responses to search queries using the latest available information.

Why communications is an investment not just an output

So if there is more content available than ever before, and increasingly we are interacting with AI generated summaries of that content, how do organisations ensure their message is read and understood by their target audience? 

A 2026 Global B2B Pulse Survey carried out by McKinsey found that buyers now use an average of ten channels across the purchasing journey and expect seamless movement among them. Not only is this a logistical challenge, to ensure audiences interact with a consistent experience across ten channels, but it is also a storytelling challenge to use the right language to instill trust which in turn builds relationships and relationships convert to sales. The language we choose when done effectively can bring the relationship authenticity to life in a way that the organisation's target audience can resonate with. Organisations need to work with effective communicators who understand effective storytelling, not just tactical outputs. 

Choosing your channels is as important as the words you choose

Information overload is expensive. So choosing your channels is as important as the words you choose. Organisations are increasingly investing in their owned media like thought leadership, case studies, digital PR and articles to drive positive results. At Switch we work with our clients to develop public relations strategies that build credibility in an organisation's brand and protect and enhance its reputation online and in the communities they operate in. This ensures a brand is understood and accepted by its target audience.

Words matter

Beyond our lofty dreams of building a world of great communicators, a love of reading builds confidence, curiosity and new perspectives. 

Storytelling sits at the heart of what we do at Switch and we understand the power words have to spark curiosity, inspire creativity, build connections and make a lasting impact. Whether we’re supporting our clients to find the right words to connect with their audience or working with Christian to inspire a new generation of storytellers, the principle is the same: the words we choose, and how we communicate them, matter.