“You put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it into a teapot, it becomes the teapot.

“For my ally is the Force, and a powerful ally it is.” — Yoda The Jedi speak of the Force. So do the Sith. As we approach 2026, I believe

Over the past decade, it has not been communications professionals who have changed the most—it has been society itself. News cycles move at unprecedented speed. Unexpected crises emerge with increasing