THE TRUMP EFFECT – RESHAPING STRATEGIC COMMUNICATION!

There is a seismic shift underway in the global strategic communication landscape since President Trump began his second term in office in the United States.

This upheaval is redefining the rules of engagement — reshaping communication structures, altering stakeholder expectations, and redrawing the boundaries of organisational positioning and reputation management.

These dynamics are no longer peripheral; they are central to achieving core business strategies and objectives.

Those who fail to adapt are being left behind.

Across the corporate sector, the legal profession, academia, and even the diplomatic sphere, organisations are scrambling to recalibrate in response to the President’s unconventional approach.

In this era, agility, foresight, and the ability for organisations to control their own narrative are no longer advantages — they are a competitive imperative.

In effect, Trump’s second term has redefined strategic communication. He has forced leaders to treat strategic communication as a survival skill, not a support function.

In his first term in office in 2017, several key shifts took place, offering valuable lessons for companies and organisations.

Among those identified were the rise of social media influence with social media platforms becoming primary channels for political discourse; an increase in polarisation in the political sphere, leading to heightened scrutiny of organisational stances on social and political issues; the surge in the  prevalence of misinformation, requiring organisations to navigate public perception more than ever before on transparency and fact-checking; the demand for authenticity from organisations with genuine messaging; and the rise in the need for more agile and comprehensive crisis communication plans so organisations could respond effectively to unexpected challenges.

The new terms since 2024, has seen the need for each of the five to incorporate the addition of adaptability and agility and the ethical use of technology. Organisations today need to have greater flexibility in their communication strategies with their targeting and messaging to stakeholder groups. If these groups are not prioritised in relation to their influence on decision making, the strategic communication plan has major gaps.

The ethical use of technology has become more critical than ever. This also relates to stakeholder targeting and messaging, along with the necessity for real-time monitory of public sentiment.

The seven (7)) key areas for critical analysis and revision organisations should look at are:

1. Digital Communication: Companies should leverage social media and digital platforms for direct engagement with their audiences. Real-time communication fosters trust and responsiveness.
2. Clarify Brand Values: Organisations must clearly communicate their values and stances on social issues. This alignment can strengthen brand loyalty but requires careful consideration to avoid alienating stakeholders.
3. Prioritize Transparency: In tackling misinformation, transparency is crucial. Providing clear, accurate information helps build credibility and trust with audiences.
4. Crisis Communication Plans: Organisations should review and update crisis communication strategies regularly – minimum twice a year -  in place, enabling them to respond swiftly and effectively to potential challenges.
5. Foster Authenticity: Business should reflect their values in all communication activities (including crises) to ensure they resonates with audiences. Avoid overly polished messaging that feels insincere.
6. Monitor Public Sentiment: Quarterly assessment of public sentiment through feedback and social listening tools can help business stay attuned to stakeholder concerns and adjust their messaging accordingly. Again, ensure it reflects the corporate values.
7. Internal Communication and Alignment: Ensuring seamless collaboration between teams on all initiatives. This not only helps  employees feel engaged and valued, but also can lead to them being better corporate ambassadors and having unified responses to key issues.

To discuss how business can adjust to these changes and lessons and navigate the complexities of today’s communication environment more effectively go to the contact page at www. robertmasters.com.au