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Article

Playing the Hand You’re Dealt: Business Strategy in Trump’s Second Term

February 10, 2025
By Matt Rose

The return of Donald Trump to the White House brings a familiar unpredictability to the business landscape. Companies now find themselves navigating a high-stakes game where the rules are constantly shifting, policy moves are often advanced through bravado rather than traditional processes, and the cost of making the wrong bet can be severe. For business leaders and communications professionals alike, the best play may be to treat this new reality like a poker table — because that’s exactly what it is. And in poker, the winners aren’t necessarily the boldest or loudest; they’re the savviest.

Understanding Your Hand and The Players

Before making any moves, business leaders must assess not only their own positions but also the motivations and strategies of others at the table — from policymakers and competitors to investors and consumers. President Trump’s second term will be shaped by a complex mix of political alliances, economic pressures and global uncertainties. Some industries will see tailwinds from deregulation and tax incentives, while others may face headwinds from tariffs or policy shifts. At the same time, businesses must anticipate how key stakeholders — including customers, employees and trade associations — will react to shifting policies and corporate decisions. The companies that succeed won’t be the ones making the loudest moves but the ones that can anticipate how the game is unfolding, adjust their strategies accordingly and find opportunities amid the chaos.

Know Your own Risk Tolerance

Every player at the table needs to understand their own limits before placing bets. In the business world, that means having a clear-eyed assessment of your company’s ability to weather potential tariffs, regulatory and legal changes, or supply chain disruptions. For communicators, that means understanding your increasingly fragmented and polarized audiences, what’s fueling sentiment and the impact of policy changes on your business and corporate reputation. The Trump Administration’s economic policies — especially regarding trade, taxation and deregulation — are likely to be aggressive and significantly different from the Biden Administration and even the first Trump Administration. Some companies can afford to take big risks and make grand pronouncements in anticipation of favorable policies; others, such as those in heavily regulated industries or those more reliant on trade policies, need to play a more cautious hand. Knowing where you fall on that risk-tolerance spectrum can be the difference between measured strategy and reckless gambling.

Watch for the Tell

Unlike more traditional politicians, President Trump usually signals exactly what he wants – albeit in a sometimes cryptic manner. His statements usually reveal his real objectives. Whether it’s pushing for lower corporate taxes, aggressive tariffs or a crackdown on immigration, businesses need to decipher his words carefully. The pattern of his past behavior suggests that his initial declarations, while dramatic, eventually crystallize into something more actionable. If leaders learn to recognize the signals and lean on insiders who are closer to the source for advice and counsel, they can better anticipate his moves and adjust accordingly.

Don’t Fall for the Bluff

President Trump is, if nothing else, a master of the bluff. His dramatic rhetoric, sudden policy shifts and social media-fueled proclamations can shake markets and influence everything from corporate decision-making to geopolitics. But in poker, the best players don’t react emotionally to a bluff; they calculate whether it’s real or just posturing – and they know whose hand the odds favor at each point in the game. Business leaders need to do the same. The key is not to overreact to every headline or post, but instead to determine, informed by experience and an understanding of the implementation process, which policies will truly materialize, and which are more likely mere leverage plays. And recognize which corporate positions and public statements will advance an organization’s mission rather than simply joining the tumult.

Folding Early is Not a Crime

There’s wisdom in knowing when to walk away from a bad hand. Some businesses will find that the new administration’s policies create insurmountable challenges for certain strategies or markets. Likewise, smart communicators will sense an unwinnable argument and favor discretion over valor. Exiting a venture, shifting resources, refining commitments, staying quiet or even rethinking market positions isn’t a sign of weakness – it’s strategic survival. Knowing when to fold can prevent unnecessary losses and keep companies in the game for the next hand.

Don’t Go All In Without Reading the Table

One of the biggest mistakes in poker — and business — is making a flashy move without understanding the other players. Worse yet, not recognizing that the rules have suddenly changed. President Trump’s second term will bring a complex mix of political, cultural and economic forces, a volatile global landscape, and the unpredictable actions of corporate competitors. Smart businesses will adapt to this playing style and its fluid rules. They will resist the urge to go all in too soon on long-term plans or grand pronouncements that are hard to walk away from. Instead, they will wait for a clearer picture before making major strategic shifts. Business leaders may not be able to predict the president’s exact hand, but they can closely watch all the players, determine a range of possible plays — including the use of alliances and responses by industry associations — and plan accordingly.

Winning the Long Game

The ultimate measure of success in the game is not winning every single hand but accumulating the most chips over time and achieving one’s objective in the contest. The next four years will require corporate leaders and communicators to think like seasoned players: keep the big picture and big goals in mind, know when to bet, when to hold, when to fold and, most importantly, when to call the bluff. Those who master this approach won’t just survive President Trump’s second term; they can come out ahead.

Article

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

February 6, 2025
By Michael Moroney

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.

  1. 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.

  1. 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.  

  1. 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.

  1. 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.
  1. 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.
  1. 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.
  1. 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.

Article

CES 2025: AI-Powered Products Outshine Features Enhanced by AI

January 28, 2025
By Matthew Caldecutt

CES 2025 was a massive event, with more than 140,000 attendees traversing 2.1 million square feet of exhibit space to bear witness to countless product launches. The sheer number of press conferences, expo booths, press releases, online platforms and media interviews made it nearly impossible to identify the truly innovative products given the show’s overwhelming scale. The main takeaway of those that received the most mainstream attention was that products trumped software, especially products infused with AI that solved real-world problems attendees might have in their everyday lives.   

Your AI Product Should Do a Couple of Things, and Do Them Exceedingly Well

The widespread enthusiasm for smart glasses was one example. Attendees had the unique opportunity to interact directly with them. This hands-on experience allowed users to truly understand and appreciate the potential benefits of AI-enhanced eyewear in their daily lives. The integration of AI capabilities, such as real-time transcription and language translation directly into augmented reality (AR) experiences, showcased the practical applications of this technology. Two standout smart glasses, as highlighted by Mashable, exemplified this shift, demonstrating how AI can seamlessly integrate into and enhance our everyday experiences.

While smart glasses garnered significant attention for this reason, other notable devices also addressed a range of daily tasks and needs. Wearable technology, such as wristbands, offered personalized fitness guidance. AI-powered wearables and home gyms further demonstrated how AI can optimize and provide valuable insights into regular routines. Furthermore, AI’s potential extended beyond wearables and into other areas of daily life. A seemingly ordinary kiosk utilized AI to provide users with new eyeglasses prescriptions, showcasing how AI can streamline and potentially improve even mundane tasks.

Differentiate Your AI Tech in a Crowded Environment

CES clearly remains a product showcase, highlighting the importance of physical presence and tangible solutions. While AI has dominated current discussions, it’s crucial to remember as you start thinking ahead to next year that consumers will need to interact with your product firsthand. And, if your product incorporates AI, which it likely will, it’s equally important to ensure it addresses specific, visible daily tasks efficiently and conveniently. A limited focus on a narrower range of AI tasks can yield more positive results than attempting to incorporate AI into every aspect of a product.

Article

The Global South Leading the Climate Agenda Amid Uncertainty

January 24, 2025
By Ana Domingues
Mountain range at dusk with the logos for FleishmanHillard and the World Economic Forum

There is no doubt that 2025 will be a challenging year for the climate agenda. President Donald Trump’s decision to withdraw the United States from the Paris Agreement and dismantle the Green New Deal raises concerns about the rise of climate denialism, signaling a critical juncture for progress in the energy transition.

However, U.S. policies do not necessarily dictate the path forward for all nations or companies. Environmental and climate challenges will remain acute. The renewable energy transition will proceed, reflecting consumer demand and economic opportunity. And multinational organizations will have to meet the expectations of stakeholders around the world, including in countries that continue to pursue aggressive climate targets. Strategies therefore need to be evaluated, adjusted, and, if necessary, redirected toward regions that prioritize sustainable development.

Amid a geopolitical context marked by challenges, polarization, and power fragmentation — with tensions between the United States, the European Union and China — 2025 is poised to be a year of leadership for the Global South. Brazil, in particular, is expected to assume a prominent role in the environmental agenda. Brazilian President Luiz Inácio Lula da Silva has advocated for the country to lead global discussions on environmental protection, adopting a conciliatory stance between nations from the Global North and South.

The World Economic Forum in Davos (Switzerland), themed “Collaboration in the Age of Intelligence,” has included “safeguarding the planet” as a core focus, aligning with Brazil’s ambitions. Alexandre Silveira, Brazil’s Minister of Mines and Energy, participated in the event, seeking to attract investments previously directed toward the United States. Silveira highlighted Brazil’s energy portfolio — including biofuels, hydropower, critical minerals and oil — and its vast potential in sustainable solutions, bioeconomy, and environmental conservation.

Brazil’s influence on the global climate agenda was already evident in 2024 when the country emphasized sustainable development and the energy transition as central themes during its G20 presidency. This year, as chair of the BRICS — a bloc comprising some of the world’s largest emerging economies — the Latin-American nation has prioritized enhancing financial structures to address climate change.

With an energy matrix composed of more than 90% renewable sources — hydropower, solar, biomass, wind, and nuclear — Brazil is already a global leader in clean energy. Over the past two years, the country has implemented a robust sustainability policy in the energy sector, which positioned it as the top-ranking emerging nation on the 2024 Energy Transition Index.

Recently, Brazil approved a law establishing a regulatory framework for offshore wind installations, expanding its already vast onshore potential. With global data centers required to use only clean and renewable energy in light of the growth of artificial intelligence, the country — which holds the world’s seventh-largest uranium reserves — is expected to heavily invest in nuclear energy in the coming years, betting on small modular reactor technology. Additionally, it’s the leading nation in the production of biofuels like ethanol and biodiesel, exemplifying how to combine innovation, sustainability, and economic development to become an energy powerhouse.

Thanks to legal security, a favorable geopolitical position and its ability to engage in global dialogue, businesses view Brazil as fertile ground for international investments.

However, the Brazilian economy remains under-industrialized and heavily dependent on fossil fuel exploration. The government defends its right to continue exploiting hydrocarbon resources during the energy transition, arguing that these compounds can generate clean energy due to the hydropower resources embedded in petroleum extraction.

The country also faces other significant challenges, such as the urgent need to curb illegal deforestation. To address this, Brazil has invested in strengthening the Amazon bioeconomy and creating sustainable production chains that combine environmental preservation with economic value generation while recognizing the traditional knowledge of indigenous and local communities. Initiatives such as the Amazon Fund have become successful examples of securing international resources for environmental conservation.

The COP30, scheduled for November 2025 in Belém, is expected to further solidify Brazil’s and the Global South’s leadership in the climate agenda. As the host country, Brazil has signaled its intention to prioritize securing increased financial assistance from developed nations to support the energy transition in developing economies. The discussions will also address the “adaptation issue,” which gained prominence after the floods that impacted the state of Rio Grande do Sul last year.

The challenges are significant, but Brazil’s determination to promote sustainable development can not only inspire other Global South nations but also establish a new standard for international cooperation, reaffirming the importance of dialogue and collective action in a world calling for meaningful change.

Article

Challenges Facing Europe and European Leaders at Davos 2025: Sustaining Green Progress in a Changing World

January 23, 2025
By Jane Gimber
Mountain range at dusk with the logos for FleishmanHillard and the World Economic Forum

As world leaders converge at Davos this week, Europe stands at a critical crossroads in its own sustainability trajectory. European Commission President Ursula von der Leyen’s Special Address on Tuesday underscored the challenges facing a world in which major economies are ‘vying for access to raw materials, new technologies and global trade routes’. For Europe, this race is particularly acute due to a lack of access to the domestic resources needed to develop decarbonisation technologies. 

The bloc’s strategy of leading by example and exporting its philosophy through regulation are being challenged by the uncertainty of a new Trump administration and ongoing tensions with China. Europe is also recognizing the challenges associated with its Green Deal 1.0 that led to over 160 pieces of legislation being tabled in the last five years.

Many are hopeful that an upcoming ‘omnibus’ package will streamline disclosure requirements. A recent meeting of leaders from Europe’s largest political group went even further and resulted in calls for a two-year moratorium across the EU’s sustainability reporting and due diligence frameworks. The final outcome will be the result of political negotiations over the coming months.

Yet challenges extend beyond corporate reporting. Stringent targets to phase out internal combustion engines by 2035, and mandatory rules to eliminate deforestation practices from supply chains have also faced political backlash.

Navigating these complexities will be critical for the EU to move forward credibly towards its 2030 goals, ahead of a looming 2040 GHG emission reduction target (in the form of -90%) that Commission President von der Leyen has committed to bringing forward.

As the United States pursues an agenda of deregulation, Europe is expected to remain committed to its green ambitions. Yet it will do so with a much greater focus on strengthening the competitiveness of European companies vis-à-vis their international counterparts. In his first few days in office, the newly inaugurated President Trump has pulled out of the Paris agreement, opened the path for LNG export projects and put a halt to offshore wind leasing. For many global companies, the uncertainty stemming from the United States will only be made worse by the widening gap that is being created with other major jurisdictions’ expectations on climate.

With the Forum drawing to a close, one of the most pressing concerns for European leaders at Davos lies in navigating this shifting geopolitical landscape. As von der Leyen noted in her address, ‘in the last 25 years, Europe has relied on the rising tide of global trade to drive its growth’. As the world approaches a period of possible low tide, Europe’s position in the race of clean and disruptive technologies will be key.

Article

Co-Creation with Influencers is Key to Unlocking Authenticity and Trust in 2025

By Tejas Chandarana

Consumers today are more aware than ever. Their content feeds are saturated, and they recognise when brands are trying too hard. To cut through the noise and build lasting relationships, brands must embrace authenticity. Partnering with influencers to tell genuine brand stories, rather than simply producing ads, engages audiences on a deeper level and makes it harder for them to tune out. With over 89% of consumers valuing authenticity in content [Sprinklr, 2024], authentic influencer engagement is no longer just an option—it’s essential for achieving meaningful results.

Content rooted in authenticity is incredibly valuable because it brings a level of credibility and shared passions that brands can’t replicate. Influencers attract loyal followings through shared passions. Shared passions spark emotion, and emotion builds trust. This trust empowers influencers to tell brand-inspired stories that can shift perceptions, change hearts and create lasting impact.

However, trust is fragile and can be easily undermined if brands don’t choose the right influencers or if they restrict creative freedom. So, how can brands co-create with influencers to foster trust and authenticity within their communities?

Tips for Building Authentic Audience Conversations Through Influencers

1. Partnering with the Right Influencer

The first step to authentic co-creation is ensuring you are partnering with the right influencer. Influence is not defined by reach alone. Influencer marketing isn’t just about finding the most popular creator; it’s about identifying someone with the right audience, message and platform. As brand ambassadors, influencers need to feel like a natural fit so they can carry the brand’s message in a way that’s both meaningful and authentic.

True influence is best achieved when grounded in data science, technology and operational rigor. FleishmanHillard’s audience-first approach helps brands cut through the noise by using an “audience lens” for every decision. We don’t choose influencers because we enjoy their content; we choose those who have proven success in reaching a brand’s target audience. This blend of science and art allows us to balance data with the personal touch that makes influencer content resonate.

2. Empowering Creative Freedom

Authentic storytelling is the cornerstone of effective influencer marketing. For co-created content to resonate, it must answer the age-old question: “Why care, why share?” That’s why brands should start with the message, not the platform, and then let influencers express it in their own way.

While brands should communicate goals and key messages, influencers need the creative freedom to develop content that aligns with their unique voice and audience. Influencers understand their communities better than anyone; they know what content resonates and what doesn’t. If the provided creative or messaging doesn’t resonate with their community, asking them to deliver this could backfire.

There is often a tension point here due to the subjective nature of creativity. In the identification phase, data science leads the way, but in content creation, personal opinions and preferences can sometimes interfere. Brands need to be willing to step out of their comfort zones and relinquish some control to allow the influencer’s creative capabilities to shine. This might feel uncomfortable, but it’s essential for authentic storytelling. Provide a creative brief that outlines key points but allows room for personalisation. The result? Diverse, credible content that drives trust and engagement across all campaign partners.

3. Cultivating Long-term Partnerships

Once you’ve identified the right influencer and empowered their creativity, the next step is building a long-term relationship. Brand ambassadors often develop a stronger connection to the brand’s values, mission and products over time. This deep connection allows them to create content that feels genuinely aligned with the brand, making their message feel authentic and credible.

Ongoing partnerships enable brands to co-create with influencers around reactive trends, cultural moments and personal milestones. This also provides flexibility to explore different types of content, keeping things fresh and avoiding audience fatigue. Most importantly, long-term advocacy builds a sense of trust and authenticity that grows with each campaign, as audiences witness the influencer’s genuine love for the brand.

4. Converting Paid Relationships to Organic Advocacy  

A brand’s relationship with an influencer shouldn’t end when a campaign concludes. Brands should continue to strengthen relationships with influencers even after a campaign ends, encouraging them to become organic advocates. This approach builds continuous, always-on advocacy, where influencers feel a genuine connection to the brand and want to continue speaking about it in their communities.

After a campaign, follow up with influencers to thank them for their collaboration, share results and seek their feedback. Engage them in exclusive events, keep them in the loop on new product launches and create opportunities for long-term partnerships. This way, influencers feel valued and appreciated, which can deepen their loyalty to the brand.

These foundations allow influencers to become organic advocates, allowing their audience to recognise the authenticity of the relationship. This leads to more genuine and impactful co-creation, as followers see how much the influencer truly trusts and believes in the brand.

As we enter 2025, brands that embrace genuine co-creation with influencers will be those that win consumer trust, and thus business results. By focusing on long-term partnerships, audience-centric strategies and authentic content, brands can create meaningful connections with consumers that stand the test of time.

The brands that succeed will empower influencers as storytellers, not just spokespeople, allowing them to tell brand-inspired stories that resonate with their communities. As brands and influencers come together to build genuine connections, co-created content can spark trust that resonates far beyond a single campaign. By focusing on authentic relationships and empowering creativity, brands have the opportunity to build lasting impact and forge trust that endures.

Article

Trump Brings America-first Economics Back to Davos 

January 22, 2025
By Andrew Grafton
Mountain range at dusk with the logos for FleishmanHillard and the World Economic Forum

Tomorrow, newly inaugurated President Donald Trump will make a virtual appearance at the World Economic Forum to deliver remarks on U.S. economic policy and his administration’s vision for global trade. President Trump’s remarks are expected to reinforce his vision for America-first business policy, which includes a lower corporate tax rate and deregulation, as well as aiming to protect American jobs and businesses through the use of tariffs and other tools.  

Business leaders tuning into President Trump’s speech at Davos should pay attention to his stance and positions on global trade. While certain policy positions are known, it is possible that President Trump could announce new policies that would upend the status quo. Organizations across industries should already be planning how these shifts in policy may impact supply chains and relationships with key trade partners, and leaders should start planning how they will communicate with key stakeholders, including their employees, customers, investors and local communities. 

President Trump brings a sharp break from the Biden administration on economic policy, both in style and substance. This shift started immediately after President Trump took office and will continue throughout his administration as he reshapes American tax and trade policy.  

Under President Trump, the U.S. government is expected to change policies from the prior administration. If past is prologue, those changes may come at a fast pace and without much run-up. President Trump has expressed a desire to use tariffs as a foreign policy tool. On day one of his presidency, President Trump already initiated the process of withdrawing the United States from several international cooperative agreements, including the World Health Organization and the Paris Climate Agreement. This has already been met with significant reaction from multiple Davos panelists and is certain to be a point of discussion in the administration’s meetings with business leaders. 

While organizations should expect the Trump Administration to implement what are viewed as pro-business policies, the president’s policies geared towards supporting growth are markedly different from previous administrations – including Republican ones. 

As a first step, the Trump administration has directed all federal agencies to re-evaluate American trade policy with other countries, including close U.S. allies. Among the policy shifts under consideration are significant tariffs on all goods imported from Canada, Mexico, the European Union, China and a host of other nations. President Trump has said that he may announce a 25% tariff on all goods from Canada and Mexico as early as February 1.  

Leaders at Davos and elsewhere should also consider how changes to tax policy may impact business operations. Republicans in Congress, with President Trump’s support, are developing legislation that would extend the 2017 Tax Cuts and Jobs Act, and potentially further lower taxes for American-owned companies and high-income earners. With control of Congress and the White House, Republicans are likely to pass tax legislation, but the extent of the cuts remain unknown, as many Republicans are wary of growing the deficit. President Trump, and others, believe that tariffs could serve as one such way to pay for the cuts. 

The Trump administration has also announced new executive orders to boost American oil and gas production, including declaring a “national energy emergency” that will open new federal lands to drilling. President Trump has also signaled opposition to electric vehicle subsidies and has directed his administration to hold funding for EV charging stations. These announcements will have significant impacts to global energy companies, auto manufacturers, organizations focused on semiconductors and more. 

President Trump has also pledged to help bolster the cryptocurrency industry, make the United States the “crypto capital” of the world and create a government-owned cryptocurrency reserve. While there have been no specific announcements since the inauguration, new leadership at the Securities and Exchange Commission has taken steps to study new regulatory frameworks for digital currencies. 

The Trump administration will bring a markedly different approach to global business and trade, and tomorrow’s speech will serve as an introduction to what businesses around the world can expect over the next four years. While future policies may include new priorities, President Trump’s remarks will set the tone. 

For more information, please contact FleishmanHillard’s public affairs team at [email protected]

Article

Adapting Communication Strategies During Trump 2.0

By Michael Moroney

As businesses prepare to navigate the complexities of a second Trump administration, the cultural and political landscape presents both challenges and opportunities. Companies must tread carefully, balancing the expectations of a polarized public with a renewed focus on their core missions.

The 2024 election deepened political and cultural divisions in the United States, amplifying public scrutiny of corporate actions. While stakeholders once rallied behind companies taking stances on social and political issues, there is a growing segment of consumers and employees who now prefer businesses to stay out of politics altogether.

According to Gallup polling, consumers increasingly value companies that prioritize economic contributions, such as job creation and community investment, over advocacy on contentious cultural topics. This shift underscores the importance of focusing on core business outcomes to maintain broad stakeholder trust.

Simultaneously, the second Trump administration’s deregulatory agenda is poised to impact corporate priorities. Policy changes to taxes, tariffs, energy and climate initiatives will likely create new operational realities for businesses. Whether these present opportunities or threats as companies choose their path forward, business leaders must consider the context that their previous positions and commitments have created. Understanding the impact a change in priorities may have on corporate credibility and relationships is an important part of timely decision-making in today’s policy environment.

The Evolving Media and Communication Landscape

The mainstream media environment continues to fragment, complicating efforts to reach and influence stakeholders through traditional channels. Once considered the cornerstone of corporate communication strategies, traditional media is losing ground to nontraditional channels such as podcasts, independent newsletters, news influencers and paid amplification of earned and owned stories. Declining trust in legacy media has prompted more consumers to seek information directly from companies or alternative information sources.

For businesses, this fragmentation demands that communications functions and strategies modernize. Engaging directly with stakeholders through platforms like LinkedIn, Instagram and podcasts enables companies to complement their traditional media strategy and communicate more authentically. This does not replace the traditional communications strategy for corporate engagement: right message, right place, right time. But as places and times have multiplied and expanded, maintaining the consistency of the right message across forums becomes more important.

Messaging Should Focus on Strengthening America

Communicators must keep in mind that many of the initiatives under the second Trump administration are influenced by broader cultural issues. Identifying the signal through the noise will sometimes be more important than addressing issues head-on. In a saturated information environment, businesses must focus on key messages that resonate with their audiences, cutting through distractions to address their most pressing concerns. This includes leveraging data to understand stakeholder priorities, crafting narratives that connect on both rational and emotional levels and staying consistent in messaging across a growing ecosystem of channels even as messages are microtargeted to emphasize different elements.

As companies respond to the new administration’s policies, it is vital to anticipate potential reputational risks. Avoiding overt political alignments can help mitigate backlash while maintaining focus on core business objectives. Companies should proactively educate stakeholders on how policy changes—such as tariffs or regulatory shifts—impact their operations and the broader economy. Key areas to focus on:

  1. Emphasize Economic Contributions: Center communications on job creation, innovation, and value delivery. Highlight how the company’s actions benefit employees, customers and local communities.
  2. Engage Proactively and Transparently: Build strong relationships with policymakers by emphasizing shared goals, such as economic growth and regulatory alignment. Proactively share company perspectives on digital platforms to enhance trust and credibility.
  3. Focus on Localized Impact: Develop region-specific messaging that addresses community needs and demonstrates commitment to local economic development. Tailoring advocacy efforts to key districts can amplify their effectiveness.

In many cases, companies will need to work through trade organizations and broader industry coalitions to advance their objectives. However, unless there is a strategic reason to do so, companies should be thoughtful about making comments related to political developments or topics that do not clearly impact their business outcomes, commenting on hypotheticals or ‘what-if’ situations, and sharing personal opinions or commentary related to individual elected or other government officials.  

Evolve Your Media and Channel Mix

Leading into 2025, there is an imperative for companies to tell their story to a broader audience, including right-of-center (ROC) media outlets and journalists who are important sources of information for elected officials and customers.

Consider which ROC media outlets or journalists could be appropriate for a proactive announcement from the beginning as you start to build an overall amplification strategy for a new initiative/story. Build relationships proactively and engage with reporters to get to know their areas of focus to better bring them ideas in the future.  

Additionally, businesses should leverage targeted paid communications strategies to supplement the content produced by the fragmented media universe. Paid campaigns on social media platforms, programmatic advertising and sponsored content can ensure messages reach key audiences effectively, especially in regions or demographics critical to the company’s objectives. By combining earned and paid strategies, companies can maximize their reach and impact across a wide range of stakeholders.

Pace and Timing

The second Trump administration is expected to operate with greater speed and efficiency than the first term, requiring companies to truly adhere to an “always-on” approach to reputation management. With a high velocity of policy announcements and initiatives anticipated, businesses must maintain constant vigilance and readiness to respond. This includes closely monitoring developments that could impact their industry and preparing to engage stakeholders as issues arise.

Collaboration with government affairs teams and external advisors will be critical when navigating this fast-paced environment. These teams should work together to assess the timing and implications of new policies, determining when it is appropriate to act and when to hold off. While there will be moments where restraint is the best course of action, companies must also have rapid response plans in place to address emerging challenges or opportunities.

Next Steps

For many companies, it may be wise to consider resetting or augmenting current communications strategies. Effective preparation involves scenario planning and equipping communication teams with clear guidelines for response. Businesses should anticipate potential flashpoints and ensure that key messages and strategies are ready to deploy at a moment’s notice. By maintaining a proactive stance and fostering strong internal coordination, companies can navigate the complexities of this administration while safeguarding their reputations and advancing their objectives. Key areas to focus on:

  1. Monitor Social Media and Emerging Platforms: Focus on tracking nontraditional platforms where political and cultural conversations are gaining momentum, especially on the ROC side of the spectrum where many companies have been less engaged in recent years. Early awareness of trends can inform rapid and accurate responses.
  2. Assemble the Right Team: Ensure the organization has the right mix of internal staff and external consultants to address emerging issues effectively. This includes aligning communications, government affairs and legal advisors for cohesive action.
  3. Develop Rapid Response Protocols: Create clear, actionable guidelines for responding to unexpected developments. Practice scenario planning to prepare for a variety of potential issues, ensuring the team is ready to act quickly.
  4. Foster Cross-Functional Coordination: Strengthen communication between departments, including communications, marketing, government affairs, operations and legal to ensure alignment in messaging and action plans.
  5. Invest in Training and Resources: Equip teams with the tools and skills needed to respond effectively, including media training, crisis communication exercises, and real-time data analysis capabilities.

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

Article

Productive Constraint: How Japan is Leveraging AI to Overcome Limitations

January 21, 2025
By Nick Ashley

As global policymakers and business leaders gather in Davos this week for the 2025 Annual Meeting of the World Economic Forum discussing “Collaboration for the Intelligent Age,” AI is set to dominate the conversation. Because this transformative technology has the potential both to unite and divide, FleishmanHillard is looking to examples of where AI has been applied successfully to overcome boundaries, taking Japan as a case in point.

To start, the country’s geographical isolation has often been connected to a “Galapagos effect,” which leads to unique and unusual innovations. Now, in the Intelligent Age, demographic, economic, cultural and regulatory constraints still paradoxically have the potential to drive rather than hinder sustainable innovation. With AI as a catalyst across sectors, Japan presents an opportunity and model for leaders to innovate beyond limitations and accelerate social change.

Mobility is one area that has seen significant change, not only in the growing interest in electric vehicles but also the rapid adoption of micro-mobility solutions. Companies like LUUP, the largest player in the industry in Japan with over 10,000 stations, use AI to manage fleets and create a new urban infrastructure empowering customers to travel more freely, addressing issues of car ownership costs, limited parking spaces and last-mile transportation gaps in public transit. While the government has updated its regulations in response to the scooters’ popularity, LUUP manages identity and age verification again through AI-driven technology.

Sustainable agriculture is also approaching a tipping point in Japan, supported by the government’s Midori strategy. Technology is being embraced as a catalyst for change to overcome constraints such as the lack of arable land, aging farmer population and knowledge gap for younger generations. AgriTech startup Agrist, for example, which was valued at 1.6 billion yen two years after founding, leases AI-powered harvesting robots that address labor shortages while determining optimal crop harvesting times. Meanwhile the National Agriculture and Food Research Organization has developed an AI-based pest recognition system to support inexperienced farmers.

A third sector that is undergoing significant change is sustainable housing and energy solutions, which are gaining more interest considering Japan’s rising utility costs and dependency on imported energy. New building codes and solar energy mandates are driving AI-integrated home energy management systems, zero-energy building innovations and smart construction techniques. Domestic giant Sekisui House is now the world’s largest seller of Zero Energy Homes (ZEH), with 95% ZEH compliance in fiscal 2023. The company’s Platform House concept goes beyond home management to use AI as a way of linking home to health, learning and other elements of lifestyle.

While some view Japan’s restrictions with caution, these examples show that AI deployment can spark sophisticated innovation within patterns of ‘productive constraints.’ The Japanese market demonstrates how highly regulated or culturally restrictive environments can become testbeds for AI solutions that address universal challenges. From aging populations in Europe to urban density in Southeast Asia, the lessons from Japan’s approach have broad applicability. The key lies in identifying constraints early, embracing them as innovation catalysts and deploying AI strategically to overcome systemic challenges while respecting societal and regulatory boundaries.

Article

Navigating Conflicting Demands to Advance Climate Action 

January 20, 2025
By Hugh Taggart

At a time of widening global discord, few topics produce as much tension as the climate crisis and the role of business in combatting it through sustainability and ESG activities. Even the terms themselves are now laden with implied divisiveness. 

Much of the noise in the current debate is coming from the United States, as companies prepare for the inevitabilities of a second Trump administration amid activist pressure from all sides, shareholder scrutiny and more. But the imperatives from Europe and China are no less significant in the global picture.  

European policymakers and investors still expect businesses to be part of the climate solution, move towards net zero, and work to decarbonize even faster. Stronger EU regulations will force greater transparency and more detailed disclosures that American multinationals will not be able to avoid, exacerbating the transatlantic divergence over corporate decisions and corporate engagement. 

Europe and China both see huge economic upside to accelerating the growth of new businesses and technologies required to combat carbon, which is why climate action is increasingly framed as an economic imperative, not solely a societal one. On a recent trip to Hong Kong, I was blown away by the number of Chinese EVs on the road. China’s move to dominate the EV and battery markets and other “green” industries will, in its view, help further its broader economic strategy and strengthen its geopolitical positioning. 

But after a decade of sustainability investment being seen as financially and reputationally low risk, the calculus has changed for businesses. The failure of the COP process to significantly accelerate action has taken some of the pressure off. Financial institutions are walking away from net-zero finance commitments. Aggressive, public positioning on climate-related policies might draw the ire of populist politicians or activist investors, even though the climate imperative has, if anything, grown stronger and more acute.  

As a result, at the World Economic Forum meeting in Davos, sustainability is high on the program agenda but seems to have fallen far down most CEO’s priority list. Most discussion is confined to experts, specialists and leaders already convinced of the need for action. While that’s essential to make progress, it could be a big, missed opportunity. 

Inaction or softening on prior commitments are just as likely to attract criticism that poses reputational and commercial risk. The provisions of the Inflation Reduction Act in the United States remain law, and many will be difficult to roll back. Regulation in the EU and UK will grow stricter. China will pursue green policies for economic benefit and wider global influence. And even populist politicians may come to appreciate the economic upside in the emerging green economy. 

A more nuanced approach will be required. For most global businesses, that will need to include greater flexibility at the country level, with sufficient oversight and policy consistency to guard against charges of hypocrisy and contradiction.  

Steering a safe course in the spotlight at Davos will be challenging. While climate action will undoubtedly create long-term benefits for companies, the landscape will remain one of conflict, complexity and heightened scrutiny.