Assumptions That Kill Public Communication Budgets in 2026

You’re spending more on content and getting less certainty in return.

When decisions about format, messaging, platforms, and audience are locked in early without testing, the consequences show up later…

Rewrites delay launches. Reshoots inflate production costs. Campaigns miss KPIs. Content stalls in approval loops, and when it finally launches, it often fails to reach your audience.

This is not because of poor quality. It’s because the idea was built on assumptions rather than evidence.

Join Anthony Lam and Punchy’s Communications Advisor, Rachel Abad, for a practical 45-minute session on how to reduce risk before production begins.

You’ll learn:

• The most expensive assumptions organisations make when creating content
• A practical testing framework you can use before production begins
• When to test, what to test, and how to do it without delaying production
• Case studies where early insight prevented budget blowouts and campaign failures

This session is for teams responsible for planning, approving, or creating content and want greater certainty before production begins.