Navigating Corporate Communications in Response to the Trump Administration’s Trade Policies

As the Trump administration continues to refine its trade policy, businesses must be prepared to navigate a highly fluid and uncertain tariff environment. While tariffs on Mexico and Canada are currently paused, the broader trade strategy — including a 10% tariff on Chinese imports — remains in flux, with potential for rapid shifts in execution and enforcement.

The Current Landscape: Uncertainty and Rapid Developments

The Trump administration has signaled flexibility in its approach, with previously announced tariffs on Mexico and Canada temporarily paused while border security negotiations continue. The White House has not ruled out reinstating these tariffs, and potential retaliation from trading partners remains a key risk factor.

Meanwhile, industries most affected by supply chain disruptions — including agriculture, food and beverage, technology, automotive, pharmaceuticals and medical products, and consumer goods — are already engaged in scenario planning.

Statements from many major trade associations and corporations reflect a cautious stance, emphasizing the need for continued engagement with policymakers and careful communication with stakeholders. Of note, many of the statements tendered from industry associations focus heavily on initial areas of agreement with the Administration and urge leaders in the United States, Canada and Mexico to find equitable solutions.

1. Strategic Communications Considerations

The following outlines considerations for corporate communications teams as they work alongside other functions in larger cross-organization teams to align on messaging, anticipate stakeholder concerns and develop proactive strategies to mitigate risk while reinforcing corporate stability and adaptability.

2. Stay Agile and Avoid Definitive Statements

Given the shifting policy landscape, companies should refrain from making definitive statements about long-term impacts. Instead, emphasize that the situation is fluid, and that the company is actively monitoring developments and assessing potential impacts.

3. Assess Stakeholder Expectations Before Speaking Out Publicly

Companies must weigh the risks and benefits of making public statements. While investors, policymakers and customers expect clarity, unnecessary engagement could invite scrutiny or politicization. Consider industry norms and coordinate heavily with trade associations, who will most likely take the lead on public statements.  

4. Align with Investor Relations Messaging

The anticipated impact of tariffs is a central concern for investors, particularly for publicly traded companies. Messaging should align with investor communications, ensuring consistency in risk assessment, contingency planning and cost-mitigation strategies.

5. Prepare Internal Stakeholders for Escalating Questions

Teams across customer service, human resources, sales and procurement should be briefed on how to handle internal and external inquiries about pricing, supply chain adjustments and potential shortages.

Executives engaging with any audience, but especially media or policymakers, should have clear talking points that avoid speculation but reinforce the company’s preparedness and adaptability.

Key Messaging Considerations

Companies must be transparent about supply chain exposure without overcommitting. While details are still developing, businesses should anticipate increased media and investor scrutiny regarding supply chain exposure to China and should consider potential contingency plans if tariffs on Mexico or Canada are reinstated. Any response should acknowledge ongoing efforts to mitigate risk while avoiding premature commitments.

Organizations should also emphasize their ability to navigate change, leveraging past resilience —such as previous tariff adjustments or supply chain diversification — to reinforce credibility. A key theme should be: “We are in a strong position to adapt to evolving trade policies while continuing to serve our customers and stakeholders.”

Consumer price sensitivity will also play a major role in public perception. Even companies not directly impacted should be prepared to receive questions about price increases and availability.

Given the interconnected nature of global business, organizations with international operations must assess how any messaging targeted at the U.S. market will be perceived in other key regions. Statements made in one market can quickly gain international attention, and inconsistencies across geographies can create reputational, regulatory and business risks. Companies should avoid fragmented messaging that could be seen as contradictory by international stakeholders, including governments, business partners and employees. Internal audiences will also be monitoring corporate positioning closely — particularly teams in affected regions — so ensuring message alignment across internal and external communications is essential to maintaining trust and stability.

Finally, organizations should closely coordinate with trade associations and policymakers. If advocating for exemptions or policy adjustments, ensure messaging is consistent and aligned with industry peers to avoid fragmentation in the public discourse.

Actionable Next Steps

For corporate communications professionals, the role in this evolving trade environment is to ensure alignment with legal, policy and business teams and provide clear, strategic guidance.

Given that many aspects of tariff policy remain in flux, communicators should focus on increased monitoring and analysis, advising internal stakeholders, preparing responsive messaging and ensuring companies are positioned for agility in their public engagement.

Key next steps include:

1. Conduct a Rapid Exposure Audit

• Work closely with supply chain, policy and legal teams to understand the company’s potential exposure to tariffs, identifying which products, suppliers or sourcing strategies may be impacted.
• Ensure communications teams have updated and accurate information on which aspects of the business could be affected, as well as a thorough accounting of previous statements and positions.
• Develop internal briefing materials summarizing key vulnerabilities and how leadership plans to respond, to evaluate current supply chain dependencies, identify price-sensitive product lines, and assess alternative sourcing or production adjustments. Align corporate, investor relations and public affairs teams to establish a unified, flexible messaging approach and prepare internal FAQs for employees and customer service representatives.

2. Engage with Policymakers and Industry Leaders

• Stay informed about developing legislative and regulatory discussions by maintaining strong ties with government affairs teams and trade associations — both in the United States and globally.
• Monitor statements from policymakers to assess shifting positions and potential areas for corporate engagement.
• Coordinate internally before engaging in direct advocacy or making public comments, ensuring alignment with legal and policy teams. Businesses should coordinate with trade associations and chambers of commerce to ensure aligned advocacy efforts while identifying key policymakers who may influence final tariff decisions or exemptions.

3. Prepare for Consumer and Investor Reactions

• Anticipate media, investor and consumer inquiries and work proactively with investor relations and public affairs teams to craft messaging.
• Equip spokespeople, sales teams and frontline employees with talking points on pricing strategies and supply chain adjustments.
• If price changes are likely, prepare proactive messaging that explains the company’s approach to cost management and transparency by equipping sales, marketing and investor relations teams with clear, non-speculative talking points. If price increases are inevitable, messaging should explain the reasoning transparently.

4. Maintain Agility in Messaging and Strategy

• Work with cross-functional teams to ensure real-time updates to messaging based on breaking developments.
• Evaluate planned executive appearances at industry events or in other forums to gauge the risk of questions, reactions or protests related to the company’s position on tariffs, other policies and subsequent impacts.
• Maintain ongoing scenario planning exercises with key stakeholders to anticipate potential future tariff actions and responses in their messaging and strategy. Expect real-time updates and shifting political calculations and maintain a cross-functional team to adjust messaging as new information emerges and the situation develops.

By taking these steps, companies can remain agile and responsive, address challenges proactively while building trust and credibility with stakeholders in this dynamic political environment.