The Return of 'America First': How to Communicate Strategic Re-Alignment To Trump’s Business Protectionist Policies?
The US Election this week has confirmed Donald J Trump as the 47th President of the United States of America. In a bitterly fought campaign and after years of court cases, Donald won the battle that he needed most to win.
Governments and businesses around the world are most likely in a state of shock. While some will have prepared themselves for this outcome, others have until January 6th 2025, to reconfigure their strategy, corporate positioning and communications to minimise their exposure to the risks that are now very visible and real. Trump’s rhetoric is now transitioning into the real world, and businesses will have to adapt to the new world filled with geo-political and business barriers, protectionist policies and a stronger need to focus not just on the policy but also on the personality.
‘American first’ policies will be making a return, meaning that strategic re-positioning and communications will play an important part if incoming risks are minimised.
What Trump will hope to deliver, especially with potential control of the US Senate, is economic growth - especially for his base, domestic production, and trade rebalancing. That, of course, comes with economic inflationary challenges and risks, but businesses and investors have to focus on their own individual positions and ensure continuity and competitiveness in the U.S. market.
What are the implications of the policies that he said he would implement from day one of his new presidency? What do companies need to do in order to minimise their exposure to where they and their businesses strategically and how they might be perceived by the new incoming administration?
Here are five top-line strategy and strategic communciations:
1. Establish a Pro-America Growth Narrative
Strategic Priority: Aligning with a Trump-led administration begins by reshaping communications to emphasise contributions to U.S. economic growth. Perception and actions to confirm how his electoral base perceives your organisation will be critical.
Communication Strategy: Companies should adopt messaging that positions their U.S. operations as catalysts for American job creation, economic expansion, and resilience. For instance, highlighting increases in U.S. employment, investment in local infrastructure, or expansion of production facilities can reinforce this alignment. This can be done privately and publicly.
2. Communicate Resilience in the Face of Inflation and Economic Shifts
Strategic Priority: As inflation and economic shifts continue and are likely to be exasperated because of some of the policies, companies need to reinforce their adaptability and resilience to maintain stakeholder and political confidence.
Communication Strategy: Provide transparency about strategic adjustments to protect profitability, such as cost-management initiatives, inflation hedging, or efficiency gains. Emphasise that these measures protect both American employees and local investments.
3. Position Climate Initiatives as Economic Value-Drivers, Not Just Environmental Obligations
Strategic Priority: Knowing potential scepticism toward climate-first policies under a Trump administration, companies can communicate climate-related initiatives as drivers of operational efficiency, cost savings, and economic growth.
Communication Strategy: Avoid environmental rhetoric in favour of emphasising how net-zero initiatives reduce operational costs, improve energy efficiency and lowers costs to consumers and businesses, and foster innovation. These efforts should be framed as ways to support American economic interests and citizens, aligning with the administration’s focus on growth and tackling the cost of living challenges that have affected many people across the US since the pandemic. Engage with U.S.-based sustainability groups to amplify this messaging, showing a proactive stance on climate as a business imperative and opportunity rather than a regulatory response.
4. Highlight Investments in U.S. Technology and Manufacturing as ‘Pro-American’ Innovation
Strategic Priority: The Trump administration’s economic policies prioritise domestic manufacturing and innovation. Companies should communicate investments in these areas as contributions to American technological leadership.
Communication Strategy: Use targeted communications to demonstrate how your company’s technology and manufacturing presence in the U.S. benefits the American workforce and strengthens the country’s national capabilities.
5. Support Trade-Positive Policies Through Advocacy and Public Diplomacy
Strategic Priority: For companies based in the EU, UK, China, and GCC nations, engaging in constructive private and public diplomacy with U.S. policymakers will be critical in order to manage and minimise trade disruptions.
Communication Strategy: LevLeverage and increase your engagement with US trade organisations and industry groups to advocate for policy solutions that balance U.S. interests with the needs of international businesses. Engage in public diplomacy by participating in forums and dialogues that emphasise shared economic goals between the U.S. and partner countries.
Navigating Trump’s ‘America First’ Economy
Global companies face a unique set of challenges as Donald Trump re-enters the White House. By strategically aligning communications and operational narratives with the administration’s priorities, businesses can minimise risks and secure a place in America’s new economic framework.
From localising supply chains to framing climate commitments as solutions that deliver growth to the US and citizens, companies must carefully craft their messages to reflect alignment with an ‘America and growth-first’ U.S. agenda.
The key is to communicate a clear, pro-American narrative that resonates with the new political climate in the White House and across the country while maintaining resilience and strategic foresight in a changing global landscape.
Remember, and as John Carville said in 1992, ‘it’s the economy stupid!’ Start aligning your messaging to that!
