The New Rules of Engagement: Navigating Trump’s D.C.

With President Trump’s second term off to a fast start, all eyes are on Washington.

More so than at the start of new presidencies past, our country’s biggest industries and media organizations are descending on Washington to win favor with the administration. With a renewed focus on taxes, trade, deregulation and non-mainstream media, federal policy is embracing an “America first” platform aimed at resonating clearly with the American public.

As with Trump’s first administration, we can count on one thing to remain constant over the next four years: unpredictability.

A rapid shift in policies and questioning of previous standards is already happening. Since his inauguration, the President has implemented policies, rescinded those changes and then reimplemented said policies—from tariffs and funding freezes to firing federal workers.

These changes will continue to occur; the administration has said as much, publicly stating there will be a “period of pain” during this time of transition. But while chaotic, these changes may be opportunities for businesses to engage and act as a steady hand. Organizations that understand this dynamic can leverage it to create new narratives that benefit growth and innovation.

This means that for businesses, now is the time to understand how media will shape policy discussions, analyze the media consumption habits of elected officials, and identify which influencers and outside voices will shape public perception. Here are several strategic approaches your organization can employ to effectively navigate this dynamic environment:

Engage officials the right way

If the outcome of the 2024 election taught us anything, it’s that candidates and elected officials are finding new ways to engage with their constituents. Traditional methods, such as press releases or in-person town halls, have largely given way to digital engagements, social media platforms like X (formerly Twitter), and appearances on cable news.

At its essence, politics is about meeting people where they are. Elected officials have overwhelmingly turned to non-traditional media to do this—and your organizations must do so, too.

Understand media consumption habits

Did you know over 90 million Americans listen to podcasts every week? On top of that, 86% of Americans get their news from smartphones or tablets. Just like the rest of us, policymakers’ media consumption habits have changed drastically over the last decade, mirroring these broader trends.

Digital media, podcasts and cable news interviews shared on social media have emerged as the new mainstream, transforming how information is created, distributed and consumed. Social media platforms and streaming services now dominate the landscape, catering to on-demand preferences and personalized content algorithms.

Influence the influencers

On the right, you have Joe Rogan, Elon Musk, Tucker Carlson, the Nelk Boys, Charlie Kirk and Ben Shapiro. On the left, you have Ezra Klein, Brian Tyler Cohen and MeidasTouch. These are all names that elected officials and policymakers follow and want to engage with to reach their core constituencies.

Politics aside, if you want your brand to be a player in public affairs, it’s important to  understand what’s unique about each. And they’re just the tip of the iceberg; many more political influencers exist beyond the names listed above. Find creative ways to partner with these influencers and use their platform to influence the elected officials and policymakers you want to connect with.

Be provocative

The D.C. media market is a cacophony of generic commentary. Those who rise above and make an impact find ways to stand out amongst their peers. With today’s rapid news cycle, lacking an original voice means being overlooked; if you don’t bring thought-provoking content to the table, news cycles will move on without you.

To break through, come prepared with sharp insights, engaging narratives, and aggressive message delivery.

Understand what’s real and what’s a negotiation tactic

We know that President Trump makes big, bold, shocking and often unprovoked statements. The media will cover them, and Americans will choose how or if they want to react. Just look at the proposed, rescinded and now re-proposed tariffs. Have a plan to know when it’s beneficial for your organization to engage and when it’s worth being quiet. If done properly, you will ensure your organization’s policy priorities and message reach key audiences—at the time of your choice.

The re-election of Donald Trump marked a profound shift in political norms, policy dynamics and media influence. This outcome reflects shifting American priorities and communication mediums–changes every lawmaker is keenly observing. To successfully navigate this new landscape, your brand needs its own strategic playbook—ready to engage innovatively, boldly, and effectively.

Is your organization prepared to lead this conversation? At RH Strategic, we specialize in crafting strategic communications plans that resonate, reach key decision-makers, and ultimately drive your agenda forward. Let’s talk.

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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.