Preparing for the First 100 Days of the Trump Administration

In preparation for the incoming U.S. presidential administration, Page has been convening members to discuss and understand the risks and opportunities posed by a second Trump term, for both U.S. and international-based organizations. Below are a few high-level considerations from these Page Conversations to help communicators prepare for what has been promised to be an eventful first 100 days.

Tariffs

Tariffs are the biggest immediate concern for many. Regardless of where your organization is headquartered, Trump’s tariff plan will likely impact your organization. As Brunswick Group’s Dr. Lanhee Chen explained, it is helpful to think of the tariffs in three different buckets.

• Blanket Tariffs: Trump ran on instituting a 10-20% blanket tariff on all imported goods. These will apply to anything shipped into the United States.
  • Expect retaliatory tariffs from the EU if these are implemented, escalating into a no-real-winners trade war.
• Punitive Tariffs: Along with blanket tariffs, Trump also ran on instating a 60% tariff on China. These are considered punitive in nature, as Trump alleges underhanded business tactics by Chinese markets.
  • This, along with Trump’s use of public shaming for China manufacturing in his last administration, creates an outsized risk for U.S. organizations with supply chain and manufacturing footprints in China.
• Tariffs as a Bargaining Chip: In his first term as president, Trump used tariffs as a negotiation tactic to gain compliance from other governments. Do not be surprised if similar relationship dynamics form.
  • Trump prefers working bilaterally versus multilaterally, so expect him to work with individual countries versus entities like the EU. These agreements will likely be transactional in nature, rather than being based on shared values or history.

In a separate Page Conversation, APCO Worldwide’s Safiya Ghori-Ahmad explained how the popularity of Trump’s tariff plans in the U.S. reflects a broad public desire for companies to build up their domestic operations and supply chains. If you represent a U.S. business that has increased its domestic footprint in recent years, now is the time to maximize communication strategies around that growth and presence. On the other hand, if your organization has offshored manufacturing or operations, especially to China, then the attitudes and actions of the incoming administration pose an outsized risk.

If you represent a U.S. business that has increased its domestic footprint in recent years, now is the time to maximize communication strategies around that growth and presence.

Climate and ESG

Businesses should still work to meet their climate commitments, regardless of the actions Trump may take. As ExxonMobil CEO Darren Woods said in his plea to remain in the Paris Climate Agreement, it is incredibly inefficient for businesses to start and stop climate efforts every four years, depending on who sits in the Oval Office. It’s much more effective to commit to long-term views and strategies that are resilient enough to survive a change in administration, considering commitments to sustainability are only profit-generating if executed to completion.

But ESG, as a concept, will likely need a makeover to survive in the U.S. for a second Trump term. Considering how members of the incoming administration have publicly attacked ESG in the past, these strategies will have a target on their back. Page is about to launch new research into how companies behave and communicate on climate issues and diversity, equity and inclusion. The data backs this concern while revealing the concepts behind DEI remain popular once the stigmatizing labels have been removed. 

Plan Now, Act Later

To prepare for the challenges and opportunities ahead, communicators and their teams should focus on proactive strategies that ensure agility and alignment.

• Develop adaptable messaging frameworks: Build communications strategies that can pivot quickly in response to policy shifts while staying aligned with your organization’s goals and stakeholder expectations.
• Address immediate challenges: Prioritize strategies for navigating key risks, such as tariffs and ESG scrutiny, ensuring your messaging reflects thoughtful preparation and resilience.
• Reinforce long-term commitments: Highlight your organization’s sustained dedication to key priorities, like sustainability or supply chain integrity, to strengthen credibility and stakeholder trust.
• Equip leadership for consistency: Provide clear, unified messaging tools to leadership, enabling them to confidently communicate during times of uncertainty and maintain alignment across the organization.