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Marshall Manson Is Appointed CEO of FleishmanHillard UK

May 21, 2025

FleishmanHillard today announced the appointment of Marshall Manson as Chief Executive Officer of FleishmanHillard UK. Manson will assume the role effective immediately, overseeing the agency’s strategic direction, client service, growth, innovation and talent development across its UK operations.

An accomplished communications leader with deep expertise in corporate affairs, campaigning, and digital engagement, Manson most recently served as Chair of Corporate Affairs, Digital & Insight at FleishmanHillard UK. In that role, he guided multidisciplinary teams and global client relationships, championing integration and innovation across the agency’s most complex mandates.

“Marshall is a strategic force with a calm, incisive approach to leadership,” said J.J. Carter, President and CEO of FleishmanHillard. “Our clients are increasingly looking to us for our corporate advisory expertise in the face of navigating a complex, multi-stakeholder environment. Given his depth of experience as a seasoned advisor, Marshall is the perfect fit to lead our UK business into the future.”

Manson brings nearly three decades of experience advising C-suites and boards at the intersection of strategy, reputation, and technology. He has held senior leadership roles at Brunswick Group, Ogilvy Public Relations, and Edelman, both in the UK and the US. In 2015, he was named to PRovoke Media’s Innovator 25 list, which recognizes leaders redefining influence and engagement in communications.

“FleishmanHillard is well positioned to push boldly into a new communications landscape,” Manson said. “Leveraging data and AI, our team of first-rate advisors is helping clients navigate uncertainty and deliver communications and marketing with real impact.”

He added: “My whole career has been about applying the latest innovations in practical ways that help businesses and brands solve thorny problems and seize emerging opportunities. I’m excited to deliver that combination of innovation and impact in the months and years to come.”

Manson replaces Hugh Taggart, who will be leaving FleishmanHillard for a new opportunity.

Marshall Manson, CEO of FleishmanHIllard UK

Article

Why Patient Engagement is Your Competitive Edge in Healthcare

May 8, 2025
By Laura Musgrave and Barry Sudbeck

Much like everything else in 2025, the healthcare landscape is evolving — fast. Policymakers, payers and patients are reshaping how innovation is valued and how access is determined. Companies that stand still risk being left behind. Scientific breakthroughs are not enough.

And that’s why patient engagement — and the need for a renewed focus on communicating its value clearly — is no longer optional.

Strategic patient engagement and comms are the new business-critical advantage

We see patient engagement not as a compliance requirement, but as a catalyst for influence — shaping public affairs, market access, and brand credibility in a complex global environment.

But a one-size-fits-all approach will not work. Yes, while the principles are the same, how you apply them needs to consider the unique differences and needs of each patient community, i.e., rare diseases are different from chronic diseases are different from cancers.

To break through policy, reimbursement, and public opinion barriers, companies must connect innovation to real-world patient priorities. And then, just as importantly, they need to communicate that value clearly and authentically.

For example, here are some actions companies can take:

  • Build communication strategies that embed patient insights from the start.
  • Elevate patient perspectives to shape stakeholder perceptions and policies.
  • Actively position innovation as human-centered, not just clinically superior.

Turning patient insights into market advantage

Winning in today’s healthcare market is all about action, not observation. Companies must move beyond surface-level engagement to operationalize patient input across every stage of the product lifecycle.

Patient engagement, when done right, can do a whole lot more than just communicate and advocate. Of course, first and foremost it creates a better patient experience and gives patients a voice in the process. But it can also create significant upside within the business too—from fueling regulatory success to accelerating access and even strengthening stakeholder loyalty.

Key actions to build strategic advantage

  • Engage early and often: Don’t wait for post-development feedback. Bring patients into R&D, policy shaping, and communications planning from the start.
  • Integrate insights into trial design: Improve recruitment, retention and real-world relevance by co-designing protocols and support strategies.
  • Amplify patient voices in evidence generation: Use real-world data and patient-reported outcomes to proactively strengthen regulatory and payer submissions.
  • Invest in digital communities: Build sustained engagement platforms that create loyalty, surface feedback and drive advocacy long-term.
  • Lead with transparency: Communicate clearly how patient input has influenced decisions — and keep patients and advocates informed and engaged.
  • Establish trust through vulnerability: Admit you don’t have all the answers and, together with the patient community, discover the best solutions.

Why is engagement so critical? Companies that fully activate patient engagement create a virtuous cycle of trust and credibility that leads to market advantage.

The future belongs to companies that partner with patients

The power dynamic in healthcare is shifting — permanently. Patients and patient organizations are shaping research priorities, influencing public policy and holding companies accountable in real time across digital channels.

Companies that recognize this shift — and build strategic communications strategies that treat patients as true partners — will lead. Those that don’t will struggle to keep up.

So how can companies transform? They can:

  • Empower patient organizations as co-creators in innovation.
  • Amplify patient-led evidence and advocacy to influence global health agendas.
  • Align corporate reputation with patient-centered impact stories.
  • Respond rapidly to policy and market shifts with credible, patient-driven narratives.

A clear call to action—engage

Patient engagement is not a one-time initiative — it must be a core, ongoing strategic capability. Companies that embed communications into their patient engagement strategies will unlock faster market access, improve the policy environment and fuel long-term growth.

Article

From Chaos to Clarity: Why AI is the Communications Industry’s Strategic Imperative

May 2, 2025
By Matt Groch and Caitlin Teahan

In a world where every headline seems louder than the last, communications professionals are being asked to do, and prove, more than ever. What was once a function centered on messaging and media relations has evolved into a high-stakes, high-visibility discipline responsible for protecting reputations, navigating cultural complexity, and driving business outcomes.

As technology further shapes the media landscape and economic pressures continue to mount, one thing has become clear: the role of communications is more complex and thus more critical than ever. But with challenge comes opportunity, and today, that opportunity is being fueled by the strategic integration of artificial intelligence (AI).

The Challenge: It’s Bonkers Out There

If you’re a communications leader, you’re likely feeling the pressure and for good reason. The landscape is chaotic.

Crises move at lightning speed, supercharged by social media and a disparate constellation of stakeholders with conflicting expectations. Add to that a hyper-polarized climate where nearly every issue becomes politicized, and it’s easy to see why navigating reputation risk has become exponentially more difficult.

Meanwhile, the media landscape is in flux. Traditional outlets are losing authority, misinformation spreads like wildfire, and trust is no longer centralized; it’s fragmented across a dizzying array of influencers, platforms, and niche communities. For brands, that means it’s harder than ever to shape consistent, credible narratives.

And that’s not all. Economic uncertainty continues to rattle both the public and private sectors. From rolling layoffs and market volatility to tariff threats and escalating trade tensions, the pressure is on, especially when it comes to protecting corporate revenues and justifying communications budgets.

The Opportunity: AI-Powered, Data-Driven Communications

Despite all the noise, there’s a bright spot — one that could help communications professionals not just survive but thrive.

For years, we’ve used tech tools like media monitoring platforms and databases. But until recently, they had only a marginal impact on how we worked or the business outcomes we could drive.

Enter large language models and generative AI.

These tools represent a true inflection point. They’re already enabling communications teams to move beyond reactive, manual approaches and toward more proactive, insight-led strategies that improve outcomes, not just optics.

With AI, we’re now equipped to analyze coverage, conversation, and cultural trends at scale — instantly and intelligently. That opens the door for more effective, real-time media intelligence, smarter issues management, and faster, more informed responses when a crisis hits.

FleishmanHillard’s Ephraim Cohen moderates a conversation with Business Insider CTO Harry Hope during The Briefing Room: Teams of the Future in NYC — a dynamic discussion on how curiosity, integrity, and quiet persistence can guide teams through constant transformation.

The Future Is Now: Comms, Collaboration, and Leadership

What once took days and armies of analysts, AI can do in minutes.

Teams can tap into virtual audiences (or synthetic personas) to test messages and develop campaign hypotheses quickly and affordably. These techniques are also changing the game behind the scenes, with agencies using them to streamline business development and accelerate RFP workflows. Of course, care must be taken, especially when targeting niche or harder-to-reach audiences, to avoid misleading outputs or poor strategy based on bad data.

Creative production is also getting a tech-powered boost. AI tools can now generate brand-aligned visuals, edit videos, draft headlines, and even create compelling campaign concepts — all faster, cheaper, and at scale.

But here’s the catch: all this potential only matters if teams are equipped and empowered to use it.

That’s where leadership comes in. Communications leaders must play an active role in fostering a culture of innovation. That means encouraging experimentation, offering training, and helping teams develop fluency with AI tools. In today’s environment, AI isn’t just a productivity enhancer, it’s a strategic lever.

And as communications teams are increasingly expected to demonstrate measurable impact, AI is enabling a new era of outcomes-focused storytelling. From real-time analytics to advanced attribution modeling, we’re more strongly positioned to tie comms efforts to business outcomes in a way that makes sense to the C-suite.

Bottom Line: A Strategic Imperative, Not Just a Tool

AI isn’t just here to optimize how we write press releases or track media hits. It’s reshaping the very foundation of the communications function.

The leaders who will thrive in this new landscape are the ones who see AI not as a threat, but as a strategic enabler. By embracing AI capabilities across insights, content, issues management, and measurement, communications professionals can elevate their strategic value and align more closely with business goals.

The challenge is real, but so is the opportunity.

Now’s the time to lead with clarity, act with urgency, and build teams that are ready for what’s next.

Article

Let’s Map New York: A More Inclusive NYC Starts Here

April 30, 2025

We love New York City—but let’s be honest, it can be overstimulating at times, especially for neurodiverse individuals, including those with autism, ADHD, and PTSD.

Recognizing this, the New York FH4Inclusion team was inspired to create a program that helps neurodivergent individuals feel more comfortable navigating the city.   

In partnership with KultureCity, the nation’s leading nonprofit focused on sensory accessibility and inclusivity, the team developed a NYC-centric initiative called Let’s Map Neu York. The intentional spelling of “Neu York” incorporates the first three letters of “neurodiversity,” reflecting our commitment to fostering an environment where everyone can feel welcome and supported.

Introducing Let’s Map Neu York

Let’s Map Neu York is designed to be community-driven, inviting residents and visitors alike to submit their favorite sensory-accessible locations. The initial list was curated with recommendations from KultureCity staff and our New York office, and following the launch, anyone can contribute by submitting locations via a form on KultureCity’s website.

To bring the program to life, the team created an illustrated map of the city, highlighting sensory-accessible places across Manhattan. This map serves as both a visual and functional centerpiece, offering a unique artistic representation of Manhattan’s quieter, more welcome pockets. More than just a guide, the map is an invitation to explore the city through a lens of inclusion and accessibility for neurodivergent individuals.

“Our vision is to make New York City the most neurodivergent-accessible city in America by showcasing sensory inclusive spaces,” said Joel Rodriguez, SVP Senior Partner, Global Executive Creative Director at FleishmanHillard. “We have a great team comprised of Jacob Porpossian, Ellie Tuck, Mandy O’Donnell, Ethan Gonzales, Sarah Venteicher, April Osburn, Lauren Price, Josh McConnell, Ciera Nickel, Catherine Mersereau, Bia Assevero, and Emmie Seaton, and I’m proud of this effort to make this city more welcoming for everyone.”

The initiative officially launched on April 28 at KultureCity’s annual “HeroKulture” event in New York City where “Let’s Map Neu York” was introduced to celebrities, philanthropists and community leaders to raise awareness and support.

Our hope? That this resource becomes a trusted companion for neurodiverse individuals navigating NYC—and that it grows, borough by borough, with contributions from the community. Looking ahead, our goal is to expand the map to the other boroughs and encourage participation from the community.

We’d love your input to expand “Let’s Map Neu York.”  Share your favorite sensory- accessible location spots here: https://www.kulturecity.org/neu-york/.

Thank you for being part of this movement toward a more inclusive New York.

Article

Go Positive with Images; Go Negative with Words 

April 24, 2025
By Caitlin Teahan and Ephraim Cohen

Museums often inspire through beauty and wonder. News media? Not so much. Why do we associate one with hope and the other with dread—even when we say we want more good news? The answer lies in how our brains respond to words versus images.

Understanding the emotional mechanics of language and visuals helps communicators craft messages that resonate. Words and images both shape perception, influence behavior and drive engagement. But when it comes to emotional impact, they trigger opposite effects.

Words: The Power of Negativity 

In written and spoken language, negative words carry disproportionate weight due to the negativity bias—a psychological tendency to pay greater attention to threats and adverse stimuli as an evolutionary survival mechanism. Think, for example, how one stinging criticism sticks with you far longer and more intensely than a dozen compliments do. It’s just human nature.

  • Negative News Headlines: Research from the University of Pennsylvania indicates that news articles with negative headlines generate 30% higher click-through rates than neutral or positive ones. Fear and urgency remain powerful motivators. 
  • Lasting Impact in Conversations: Critical remarks or alarming statements tend to linger longer in memory than positive discussions, often overshadowing constructive dialogue. 
  • Social Media Amplification: A 2021 study from NYU found that tweets with negative sentiments are 20% more likely to be shared, reinforcing the viral spread of outrage and conflict. 

Images: The Pull of Positivity 

Visual content, on the other hand, has a different impact. Whether paintings, photographs or digital images, positive visuals evoke instant emotional responses, often bypassing analytical thought and fostering a sense of optimism. 

  • Color and Expression: Bright colors, serene landscapes and smiling faces consistently generate feelings of joy and relaxation. A study in The Journal of Positive Psychology found that viewing uplifting artwork can increase happiness levels by 30%
  • Art as a Source of Hope: Historically, art has served as a medium for resilience and solace. From Renaissance paintings depicting harmony to contemporary visuals that counter societal anxieties, positive imagery offers a counterbalance to distressing narratives. 
  • Viral Visual Content: On platforms like Instagram and Pinterest, uplifting imagery—such as acts of kindness or vibrant nature scenes—is 40% more likely to be shared, demonstrating the innate appeal of positivity. 

Why the Difference? 

The fundamental disparity between our reactions to words and images stems from how our brains process them

  • Analytical vs. Emotional Processing: Words require cognitive effort to interpret, often triggering deeper emotional responses, particularly when negative. Images, however, activate the brain’s emotional centers instantly, fostering quicker, more positive engagement. 
  • Context vs. Universality: Word receptivity is driven by context, meaning their impact varies based on language and interpretation. Images, by contrast, are largely universal, making their positive effects more consistent across audiences. 
  • Speed of Processing: Research from MIT shows that the brain processes images 60,000 times faster than text. A powerful image can evoke emotion in milliseconds, while words take longer to register and influence perception. 

Implications for Media and Communication 

These insights present opportunities for content creators, marketers and journalists to balance emotional engagement with constructive messaging. Communicators must play to each medium’s strength:

  • In Journalism: Reporting will always involve critique—but pairing solution-based reporting with compelling visuals can temper doomscrolling with hope. Consider how photojournalism, infographics, and video clips can reframe stories through action, not just alarm.
  • In Brand Marketing: Language can create urgency, but visuals build trust. Strategic use of emotionally rich imagery (not just stock photos) can help brands feel more human, especially when the message is complex or controversial.
  • On Social Platforms: Leverage the algorithmic lift of visual content to reframe critical narratives. For instance, pair a provocative claim with an image that signals empathy or optimism to shift engagement from outrage to curiosity.
  • In Internal Comms & Leadership Visibility: Executives communicating change or challenges can soften negative language by accompanying it with clear, calming visual design—think tone-matching slide decks or video messages filmed in relaxed settings.

Conclusion 

The key takeaway? The medium shapes emotional impact as much as the message itself. 

Words and images wield distinct emotional power. While negative language commands attention and shapes discourse, positive imagery offers a pathway to optimism and connection. By recognizing these dynamics, communicators can design content that not only informs but also inspires, fostering a more conscious and balanced media landscape. 

(Disclosure: we wrote this article with the research and editing assistance of a custom GPT. The article is opinion only and we take responsibility for its content). 

Article

Is the U.S. Approval Process for New Medicines Fundamentally Changing?

April 17, 2025
By Mary Kosinski

The sweeping changes seen since January 2025 represent tectonic shifts in the foundations of healthcare in the U.S.–transformations that are likely to have targeted impacts on how new medicines are discovered, regulated and potentially even promoted. Furthermore, as the Food and Drug Administration (FDA) sets global standards in many ways, any disruptions or shifts in its operations could create a ripple effect in other regulatory agencies around the world, including the European Medicines Agency (EMA).  

Some of these impacts will be felt long-term, and others may become apparent much sooner. Recent media stories have spotlighted staffing shortages as a cause for potential delays in medicine approvals, but the implications may run deeper. Beyond timing, we could see fundamental shifts in how drugs are evaluated and approved, as evolving administrative priorities reshape the regulatory pathway itself.

The Reduction in Workforce as a Factor in Potential Delay

The reduction in federal workforce policies are far reaching. With respect to FDA, the impact is complex and needs to be viewed from multiple perspectives to assess the potential full implications on the approval process for medicines.

While mid-February saw an initial wave of terminations across the entire agency, it was followed by a broader reduction of 10,000 staffers across the Department of Health and Human Services (HHS). And in the wake of each, there were subsequent modifications to the actions taken. For example, medical device and drug reviewers were deemed exempt from the terminations. Following the April layoffs, media outlets reported that HHS Secretary Robert F. Kennedy, Jr. stated that approximately 20% of the staffers who were discharged in the latest round may be erroneous and could be reinstated. However, no plan has yet been announced for effecting that correction.  

The attrition of staff through layoffs is further compounded by those leaving the agency for other reasons. In January, the federal government offered employees an option to resign by February 6, 2025, and retain salary and benefits through September 2025. In March, HHS extended another offer to buy out employees. While it has been estimated that tens of thousands of employees accepted, the specific number of FDA employees who have left is not currently publicly available.

What is known is that many key personnel who would be involved in new medicine approvals have also voluntarily left the agency, including the Director of the Office of New Drugs within the Center for Drug Evaluation and Research (CDER), the Director of the Center for Biologics Evaluation and Research (CBER) and the Deputy Director of CBER. In addition, prior to the start of the new administration, the head of CDER also resigned.

Some of the vacated positions have been replaced from within. However, due to the hiring freeze that was put into effect by executive order on January 20, 2025, the agency is losing key staff without an ability to recruit and replace them. Clouding the situation further, the HHS reductions in personnel may face legal challenges.

Finally, the drug approval process is long and complex and not solely left to the reviewers whose jobs have been exempted from the workforce reduction. Reductions in communications and legal staff may also disrupt key processes, while cuts to FDA inspection personnel, particularly those responsible for overseeing foreign manufacturing facilities, could delay new approvals if inspection capacity is diminished.

Has all this disruption negatively impacted the new approval of drugs?

At this stage, the answer is not clear. One way to assess it is by examining the timeliness of the agency in meeting its approval commitments. Under the Prescription Drug User Fee Act (PDUFA), first enacted in 1992 and periodically reauthorized by Congress, FDA accepts user fees from pharmaceutical companies allowing expansion of resources to review new medicines, and in return, agrees to review a new drug application in a set time frame. These are referred to as “action dates” or “PDUFA dates.”  While these dates are proprietary information, companies do often reveal the timing of when a decision is expected by FDA.

In reviewing publicly known action dates for 2025, while some have been altered or missed, there does not seem to be a pattern to indicate that FDA is proceeding at any interrupted pace.

Another resource to consider is the approval of novel drug applications, also known as new molecular entities (NMEs), which are reported by FDA on its website. The number of NMEs approved for 2025 is lower than in any year since 2021, but this dip could stem from a range of factors. Only over time will it become clear whether this reflects a true slowdown or normal variation.

The Potential for Change in the Process for Approving Drugs

When a new application is submitted to FDA, it is likely there has been consultation with the agency prior to submission. The depth and scope of exchanges between agency and sponsor will vary depending on the drug, the treatment area and the status that is accorded the application.

Once submitted, FDA decisions regarding that new application have traditionally happened in one of two ways. The most common involves an in-depth analysis of every aspect of the application and assessment by qualified review staff at FDA. Once review staff have completed that task, barring any outstanding questions regarding clinical studies showing efficacy and safety, and following inspection of manufacturing facilities, the agency will issue a decision. This comes in the form of an approval or a Complete Response Letter (CRL) outlining what the agency would like to see to approve the application. This decision usually arrives on or before the PDUFA date.

An alternative path for a new drug application arises when the FDA has unresolved questions and seeks input from both external experts and the public. In that case, FDA calls an advisory committee meeting and embarks on a more transparent process. There are 17 different panels of advisors across various therapeutic categories, each one staffed by an FDA employee.

If an advisory committee is called, historically a public meeting is announced in the Federal Register and a public docket is opened for written input from the public, which is then distributed to the panel of advisory experts. Prior to the meeting date, the FDA publishes on its website all relevant aspects of the drug application, enunciates questions for discussion and proposes a vote on one or more of them, usually ultimately voting to recommend or not the approval of the application – advice that FDA may or may not follow. The meeting is held to discuss the application, and the public – often involving clinical investigators and patients – is invited to give in-person comments during a portion of the meeting.

The reductions in workforce affect both of these approval pathways. In addition to FDA review staff, legal and communications support – both impacted by staffing cuts – help facilitate the application assessment process.

Additional Factors Adding to Approval Process Uncertainty

An early action by the administration was to put into place a communications freeze for federal agencies. The impact on FDA has been notable, with few press releases issued since the beginning of the new administration. The FDA Roundup, typically containing multiple news items published several times a week is now at a near standstill. There have been scant notices about agency activities published in the Federal Register, none of which have been for the purpose of announcing a meeting. FDA Advisory Committee meetings that had been scheduled were postponed. In short, the process for Advisory Committee meetings described above is in limbo. It is not clear whether FDA has the staff that would be necessary to conduct such a meeting and, if so, how key stakeholder perspectives, like those of patients, would have the ability to contribute.

Other factors also raise concerns about the current process.

  • HHS Secretary Robert F. Kennedy, Jr. has expressed discomfort with the relationship between FDA and industry. One area of concern is the existence of potential conflicts of interest of members of committees advising NIH and specifically CDC and FDA committees related to vaccines. It is not clear if that view encompasses all advisory committees.  
  • As a part of that concern, the Secretary has also expressed criticism of the Prescription Drug User Fee Act, which supplies a substantial portion of the FDA budget to shorten the review times of applications. While negotiations for the next round of PDUFA reauthorization are not scheduled until 2027, media reports that existing staff who facilitate activities in support of the PDUFA fee structure have been largely eliminated, calling into question the more immediate impact on the PDUFA system.
  • Secretary Kennedy has also expressed reservation about the need for public input into HHS decisions. It is unclear at this time if this will extend to the role of public comment in the FDA review process.

In short, the existing process for the review of drugs appears to be in stasis, with many aspects potentially coming under scrutiny and facing the possibility of change or elimination. Currently, there are many compounds in the pipeline awaiting FDA process for decision-making. Between the staff changes and the potential for new policy developments in relation to the process, delay is a distinct possibility.

Worldwide implications?

It would be remiss to not also recognize the far-reaching impact that changes at the FDA may have on regulatory bodies worldwide. These changes are likely to have significant global implications, particularly for the EMA, which often relies on FDA data and early approvals to expedite its own drug review processes. Disruptions at FDA, whether due to staffing reductions or policy shifts, could lead to delays not only in the U.S. approval process but also in other key global markets.

The EMA, which frequently aligns its review processes with the FDA’s, could face challenges in synchronizing approval timelines, potentially slowing access to critical medicines in Europe. Similarly, regulatory bodies in other regions – such as Japan’s Pharmaceuticals and Medical Devices Agency (PMDA) and Health Canada – may also be affected. These agencies often monitor and adapt to FDA decisions, so delays or changes in FDA operations could trigger a cascade effect, potentially slowing the global approval process for new therapies.

Implications for Communications

For communicators supporting this process, either from inside the pharmaceutical and biotech industries, or the agencies that support them, there are an array of implications. Policies enacted are broad, sometimes vague in scope and can be unclear in their application. Therefore, in planning around new approvals and pipeline medicines, a new level of uncertainty must be built into the equation by communications teams.

Navigating uncharted waters demands close monitoring of the evolving landscape, regular assessments of potential scenarios and an understanding of vulnerabilities to those changes. It also requires strategic planning, both operationally and communicatively, to reinforce preparedness and mitigate risks.

Communications planning must be both broad enough to reflect the landscape and specific enough to address the circumstances of a particular drug or therapeutic category. It also must encompass the ability to anticipate and respond quickly to unfolding developments. Moreover, it needs to consider scenarios that accompany not just a single delay, but multiple delays.

Ultimately, applying the traditional model of communications around approvals for the future may be a thing of the past. Communications teams will have to build a new model built around greater uncertainties in the process moving forward.

Article

Tariffs: No Pause for the Weary but Potential for the Wise

April 16, 2025
By Donna Fontana and Tim Streeb

Last week’s news of the 90-day pause on many of President Trump’s tariffs should not be interpreted as a chance for U.S. corporate leaders to rest, whether you are one of the many who have been riding the tariff roller coaster since Inauguration Day, or part of a cohort who was caught off guard by the breadth and depth of the policies announced on April 2. 

We are now in a phase where both risk and opportunity must be tracked and evaluated with extra vigilance. The escalation of penalties imposed by the Trump administration on China, and the retaliation from Beijing on US imports, will affect companies and critical supply chain materials and have a major impact on nearly every segment of our economy. As of April 15, Industry-specific Section 232 tariffs persist on steel and aluminum and automobiles, investigations have been announced on semiconductors and pharmaceuticals and a sectoral threat continues against lumber. And more sectors and companies will be lifted or rattled by the regular information coming out about the state of tariff negotiations with critical trading partners.

“Liberation day” and the following news and market activity provided every industry with a window into the potential business, media and reputation impact of tariff policies and the economic reaction. It’s increasingly clear that tariffs are not the end of this story, and whether the impact of tariffs is seen as a worthwhile disruption or a threat to economic stability, all companies will need to address the likely impact on supply chain cost increases, pricing increases, changes and decline in consumer demand and other impacts. From a communications perspective, these 90 days are not a pause but rather a prompt to prepare for ongoing tariff news cycles that will need deeper and different strategic approaches.

What are three things all companies should do?

  • Partner with policy, investor relations, supply chain and marketing teams to frame your exposure and the fundamentals to manage it. Consider not just what works right now, but what may be needed in the context of concurrent economic contraction. To instill investor confidence, what must be clear is your company’s unique ability to manage volatility and long-term uncertainty. A key outcome is a succinct point of view that differentiates you from competitors, allowing you to frame future conversations around your strengths versus reacting to the media spin cycle of new developments and analysis
  • Align on the executive team’s risk tolerance. Knowing where key lines are will enable quick decision making and clear communications of those decisions.
  • Remember that perception is fact. The cadence, tone of voice and channel of any proactive communication—or lack thereof—is what stakeholders will remember than any one fact or metric. And perception of who is best prepared can change in an instant—so be vigilant about tracking not just tariffs, but your competitive set’s response and positioning.

What mistakes could be made by companies?

  • Misinterpreting silence from supply chain partners as preparedness. Value chain partners are also reacting to real-time changes and may lack the clarity needed to make significant go-forward decisions. Every organization needs to scenario plan around what may happen to their partners up and down their value chain and be prepared for how partners’ actions may impact your business.
  • Ignoring key stakeholder groups. While shareholders, suppliers and customers are top of mind, employees are experiencing this pause as part of the company and as consumers and need to hear from the organization. Don’t neglect internal communications over the next 90 days but remember that anything shared with employees is likely to leak, so keep your messaging transparent, yet tight.
  • Rely solely on an outside organization. Trade organizations galvanize industries in turbulent situations, but to leverage their influence, your company first needs to determine and then communicate the specific positions that are best for you.
  • Viewing communications through a US or market-specific lens: Remember that anything communicated in U.S. media will quickly reach your international markets and employees – and vice versa. Any messages about potential onshoring or other supply chain changes will be received differently overseas and must be approached with sensitivity to local stakeholder concerns. Similarly, any comments made by international leadership will be cited by domestic outlets, dictating the need for careful coordination and tight spokesperson control.

What else should we be watching for?

  • Retaliatory actions from trade partners. The landscape of both tariff and non-tariff retaliatory action continues to evolve with every new U.S. action. In the shortest term, staying apprised of developments from China matters for nearly every company and sector.
  • Supply Chain Shocks. From potentially empty shelves to financially challenged suppliers, media will be eager to highlight signals of greater impact.
  • Earnings reports—both in and outside your sector. The expectation is these now increasingly closely watched presentations will not share nitty gritty details—leading global companies have already noted it is not possible to share full details of go-forward plans and many have pulled guidance. But questions from your suppliers and customers about the projected strength of their business will be key to framing your company’s report.
  • Broader Administration actions. With the Trump Cabinet fully in place, broader policy agendas will be taking shape during this window and could culminate in a period of even greater change and communications challenges.
  • Pro- and Anti-American sentiments. Brands and businesses have the potential to be pulled into conversations, “Buy American” promotions and/or boycotts.

Your company’s best response sits at the intersection of your operational insulation, current public profile and the tariff world order at that exact moment. Internal—but also external—decisions will impact your organization far beyond 2025.

Using these 90 days for readiness instead of rest will prepare you for these next three months and beyond.

Article

Three Ps to Future-Proofing Tech Integration in Communications: Takeaways from EDS’ CIO & CISOxNewYork Conference

April 11, 2025
By Caitlin Teahan

At this year’s EDS CIO & CISOxNewYork event, one theme cut through the jargon and hype: clarity. As CIOs and CISOs grapple with the expanding role of AI and emerging technologies, the conversation centered on how to bring structure and purpose to transformation, not just velocity.

The most memorable insight? A deceptively simple framework: Product, Processes, and Productivity. These “Three Ps” are fast becoming the go-to lens for evaluating tech investments—particularly in communications organizations navigating AI’s cross-functional impact.

The Three Ps

Product

This is what we deliver—internally and externally. CIOs emphasized the importance of co-creation with business units to ensure AI is both the experience and output. It’s not enough to automate the backend; AI must elevate the customer journey and stakeholder value.

Processes

This is how the work gets done. Fromcopilots in pitch developments to automation in compliance workflows, teams are ditching complexity for simplified, scalable systems. The guiding principle? If time is money, tech should buy you more of it. After all, in the world of billable standards, time is money.

Productivity

This is where tech meets talent. It zooms in on the human side of the conversation – how teams think, work, and evolve. AI won’t replace people, but it will amplify the difference between teams that know how to collaborate with it and those that don’t. Investing in mindset shifts and change enablement is just as important as training on new tools.

The Tech Debt Spectrum: Good vs. Bad

A standout moment: the reframing of tech debt—not as a red flag, but as a signal of smart risk-taking. In fact, good tech debt can be a sign of creativity, experimentation, and ambition. It’s the kind that arises from testing new ideas quickly, pushing boundaries, and iterating in real-time. As one speaker noted in our one-on-one conversation, “Good tech debt shows up when your team is trying things that might work. Sometimes we may not want to wait for perfect.”

But not all debt is created equal. Bad tech debt stems from misalignment, poor governance, or deferring decisions that ultimately undercut performance and trust. Smart CIOs and change management leaders are learning to differentiate the two and build cultures that reward progress over perfection while still managing risk.

Looking Ahead

As the roles of CIO, CISO and even Chief Work Officer converge, their mission is clear: create environments where innovation is safe, structured, and sustainable. AI isn’t just the next big thing.

It’s the next long game.

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Stability with an Edge: A Report on China’s 2025 Economic Priorities 

March 21, 2025

China has set a 5% GDP growth target for 2025, signaling a focus on measured expansion amid evolving global and domestic conditions. Backed by a 4% deficit-to-GDP ratio, policymakers are emphasizing investment in infrastructure, innovation and industrial modernization to drive sustainable progress. 

Every China’s Two Sessions meetings highlight a roadmap for the country’s priorities, and this year underscores a shift toward long-term resilience. Sectors like AI, 6G, advanced manufacturing and clean energy are receiving increased attention as China works to strengthen its competitive edge. 

What Does This Mean for Global Businesses? 

China remains a key market for international companies, with policies aimed at boosting domestic demand and fostering high-quality growth. While opportunities in trade and investment continue to expand, evolving regulatory frameworks and market shifts may require businesses to adapt their strategies. 

Explore our latest report from our FleishmanHIllard China Public Affairs Team, Two Sessions 2025: Maintaining Stability While Achieving Progress, for insights on China’s economic outlook and what it means for global industries. 

Click the image below to learn more.

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New Report: The Cultural Forces Shaping How Gen Z Shop Today

March 19, 2025

For Gen Z, shopping isn’t a straight path. It’s a dynamic, ever-shifting journey shaped by cultural trends, social influence and the digital landscape. Trend cycles accelerate, new brands emerge and iconic names strategize to stay culturally tuned-in. To convert passive interest into active purchasing, brands need more than visibility—they need cultural resonance.

Our latest report, Beyond the Basket, created in partnership with Omnicom’s Flywheel, explores how brands can navigate this complexity and turn cultural engagement into commerce. From seamless shopping experiences to authentic brand connections, we reveal how brands can strike the balance between love and lust and drive immediate conversions and long-term loyalty across the ecosystem.

Click below to dive straight into the report or find out more about Beyond the Basket from FleishmanHillard UK.

Download the full Beyond the Basket report here.