These first two weeks of President Trump’s second term have been a whirlwind, and there are some critical lessons businesses and organizations should take from all the activity—specifically the funding freeze.
Executive orders, memos, social media posts, press conferences, hearings and legislation are all forms of communication the administration will use to issue guidance and policy changes. In the second week of the new term, the Office of Management and Budget issued a memo to freeze federal grants and programs, causing a media frenzy and leading to much speculation in the government, private sector, federal workforce, and institutions of higher education and research.
As communicators and policy advisors—and representatives of our brands—we must be mindful of how to proceed over the next four years. As I advise my clients, there are two things I recommend they always consider:
- The Art of the Deal: As the President has indicated multiple times, he is always working to get the best outcome or “deal” possible. In negotiating, that often means taking an extreme opening position to negotiate to the desired result. These opening positions are often media fodder, resulting in a chaotic spin cycle analyzing and reacting to White House announcements and actions. Understanding this approach is critical because it allows for a calm pause and reasoned, thoughtful reaction.
- Checks and Balances: The White House is only one branch of a three-branch system of government that was designed for checks and balances. As was the case with the funding freeze, the courts quickly acted to pause the executive action.
Let Level Heads Prevail
It behooves no one—not our teams, executives, shareholders, clients, customers or constituents—to react quickly and feed into a chaotic first reaction. As quickly as an announcement is made, it is likely to change, just as it did this week when the administration rescinded the freeze less than 48 hours after making the announcement. Taking the time to understand the impact of proposed changes and develop a thoughtful response (one that leaves politics out of the message)  protects you from making premature conclusions without knowing the full set of facts or from needing to walk back statements.
Separation of Powers
The founding fathers established our system of government to prevent one branch from being too powerful or enable unilateral change. As we have seen in past administrations, controversial executive actions are immediately challenged in the courts. In a divided government, there is always opposition standing at the ready to issue challenges through our legal system. Congress also has significant authorities that can’t be overtaken by the administration.
This wasn’t the first—nor the last—controversial action from this administration that will spin up media, concern policymakers and impact the American public. The initial executive order, followed by the memo, then rescission of the memo are good examples of the dynamism we are likely to continue to see. Keep in mind that while the president uses these actions to spark reaction, our government is based on a system of checks and balances. Before launching into defensive or reactionary measures, take time to assess, understand the implications for your business and be thoughtful in determining if a response is warranted.
Preparing Yourself
President Trump is proving that he plans to follow through on campaign promises. If there are policy proposals that could affect your business, take the time now to understand and assess the potential impact; understand what is potentially at risk. There is strength in numbers: Familiarize yourself with your congressional delegations and engage with trade associations and local business groups that align with your priorities. Lastly, bring together your leadership, communications, legal and government affairs teams to assess what’s coming and prepare responses.
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If you would like to learn more about how your organization can prepare for administrative actions and policy changes, check out our playbook on Corporate Communications for a New Administration, or reach out to Elizabeth Fawcett at efawcett@rhstrategic.com.
RH Strategic is a Seattle and D.C.-based PR agency with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government, healthcare, and social and environmental impact markets.