The uncertainty caused by the ongoing wave of tariff announcements provides a good point of reflection for communications professionals on how we can best counsel our clients. But even PR professionals who have been keeping up with the back-and-forth on tariff updates are just as overwhelmed and inundated as everyone else. However, it is our job to dissect the important information and keep our clients and their audiences in the loop of what is going on and how it will impact them.
PR Daily and Ragan have offered valuable insights on addressing tariff concerns and leveraging trade associations during these uncertain times. Building on these resources, here are a few key strategies specifically for tech PR professionals based on my recent client work and industry conversations.
No Ambulance Chasing
Whenever there is a big news cycle, companies face pressure to provide commentary and position themselves in the conversation. For tech companies navigating tariffs—whether they're hardware manufacturers dealing with component costs, cloud providers managing data center expenses, or software companies with offshore development teams— it is important to pause and consider which conversations you want to be a part of.
Although a quick comment might get you coverage, it is important that you consider the long-term implications of your comments and how the conversation might shift in the coming weeks. It is also important to consider the relevance of the types of opportunities you pursue. While lots of outlets may be currently covering the topic, it is important to stick to outlets that map back to your PR strategy and that are read by the audience you are trying to reach.
The News Cycle Operates Rapidly, Develop Contingency Plans
News surrounding tariffs is evolving at an unprecedented pace. The rapidly changing news cycle means that companies need to be nimble and have multiple contingency plans in place that can adapt to evolving situations. These plans should consider various potential outcomes of the news cycle, such as tariffs being rescinded, becoming more lenient, being delayed, or reciprocated, while maintaining alignment with overall goals. This approach allows you to maintain messaging consistency while remaining nimble enough to pivot as circumstances change.
Approach from a Perspective of Strength with Transparency
This topic can be a cause for concern for many clients and the general public, so it's crucial that we approach it with confidence and transparency. Any prolonged discussion, such as the one we are seeing around tariffs, offers companies a chance to establish themselves as industry leaders, which can boost their brand and position them as a key reference on the topic. However, we must be transparent with clients about the advantages and disadvantages of participating in this conversation. For instance, when advising clients in sectors like semiconductors, consumer electronics, or enterprise hardware on whether to comment on tariffs, we explained how it aligned with our initial strategy and were upfront that if they chose not to engage, someone else would, leaving us out of the discussion.
Avoid Political Stances or Economic Forecasting Too Much - Don’t Cause Panic
Given the delicate nature of tariffs, tech companies must avoid taking specific political stances or delving too deeply into economic forecasting. These topics can often trigger anxiety among customers, which our clients should strive to prevent. Instead, prioritize keeping your customers informed by focusing on how the tariffs will directly impact your industry and them.
Establish Yourself as a Helpful Resource
In times of uncertainty, clients turn to PR professionals for guidance on how to best face these opportunities and challenges. By establishing yourself as a helpful resource, you will help guide clients in the right direction and help avoid pitfalls along the way. In order to establish this credibility, you must stay on top of the latest news, keep tabs on what angles reporters are interested in covering, and map back to the goals and big picture. While the day-to-day might feel long and tumultuous, following the advice provided will help communicators stay afloat and excel for their clients in times of crisis.
The current tariff landscape presents both challenges and opportunities for technology companies and their communications teams. By approaching these conversations strategically, maintaining flexibility, and focusing on clear, valuable information for stakeholders, PR professionals can help their tech clients navigate uncertainty while reinforcing their market leadership. As the situation continues to evolve, those who maintain a steady, informed approach will be best positioned to guide their organizations through this period of global trade transformation.