How Public Affairs and Communications Teams Can Navigate the “America First” Era
As U.S. political dynamics continue to evolve—highlighted by the unpredictable presidency of Donald Trump—foreign companies and governments must adapt their strategies for engaging with U.S. policymakers and the public. The shifting political landscape creates uncertainty, but pulling back from engagement is the wrong move. Instead, foreign entities must adopt a campaign-style approach to communications that prioritizes reputation management and market relevance.
Public relations professionals working with foreign organizations need to craft messages that resonate with U.S. audiences—particularly the “swayable middle”. This group, which is neither deeply conservative nor left-wing, is most likely to influence U.S. policy on foreign affairs and economic matters. To succeed, communications teams must divide the U.S. population into three key segments:
The Internationalist Base: About 50% of Americans are highly educated, travel internationally, and support U.S. leadership on the global stage. For comms teams, the goal here is to engage these individuals by framing foreign partnerships as beneficial to U.S. interests. Messaging should emphasize international cooperation and how foreign products or services contribute to American growth.
The Opposition: This group, comprising about one-third of the U.S. population, is skeptical of foreign influence and may be hard to sway. However, PR professionals should still monitor this group’s rhetoric closely and counter any negative narratives with clear, fact-based communications.
The Swayable Middle: This is the group most likely to determine the direction of U.S. policy. It consists of moderate conservatives and center-left individuals who are open to practical solutions, particularly when they perceive personal economic benefits. For strategic communications teams, this audience is key. Messaging should focus on economic benefits, innovation, and how foreign engagement can help alleviate pressing concerns like inflation.
Navigating the complexities of U.S. public opinion requires strategic foresight and agile communication tactics. For public relations and communications professionals representing foreign entities, the key lies in crafting messages that resonate across diverse audiences while addressing current political and economic concerns.
By adopting a proactive, campaign-style approach, communications teams can turn challenges into opportunities for growth and influence.
Below are essential strategies for effectively engaging U.S. audiences in this unpredictable landscape:
Expand Outreach to Conservative and Alternative Outlets: To reach the swayable middle and even the opposition, PR teams should look beyond traditional media channels and engage conservative and far-right outlets that are now moving toward the mainstream. Outlets that were once seen as fringe, like talk radio or alternative digital platforms, have an increasingly wide reach and can be powerful in framing narratives.
Embrace New Media Platforms: The White House has shifted toward embracing podcasters, bloggers, and content creators. PR teams should leverage this trend by cultivating relationships with new media influencers who can help amplify messages and connect with a broader audience. Consider offering exclusive content or interviews to new media outlets that resonate with the target audience.
Emphasize Value in Messaging: U.S. voters are concerned with economic stability, inflation, and growth. For foreign companies, positioning their brand as a solution to these concerns is critical. Beyond just focusing on price, PR teams should emphasize the value their products or services bring, whether it's job creation, innovation, or alleviating inflation.
Leverage Your Allies: One of the most effective ways to improve PR is to deploy credible, local spokespeople—whether it’s American customers, partners, or influencers who can speak to the benefits of foreign products or services. These voices can lend authenticity to your messages and provide a strong counter-narrative to any negative perceptions.
Be Proactive and Engage, Don’t Retreat: In this unpredictable political climate, there may be a temptation to pull back, wait out the political storm, and avoid making waves. However, PR professionals know that inaction is often more damaging than proactive communication. Foreign brands and countries should engage continuously, stay relevant, and align with the shifting tides of U.S. public opinion.
Craft Campaign-Style Strategies: Much like a political campaign, PR efforts should be strategic, data-driven, and focused on engagement. In-depth market research, message testing, and constant adaptation to the current political climate will help ensure that foreign companies and countries remain on message and continue to protect their reputation in the U.S. market.
For foreign organizations, striking the right tone in this polarized environment can be tricky, especially when it comes to the rhetoric around “America First.” While some may feel hesitant to lean into this message, it’s possible to communicate alignment with U.S. values without compromising the integrity of foreign interests. Focus on the tangible benefits your company offers to the U.S. economy and consumers, such as job creation, innovation, and value-driven solutions.
Foreign companies should avoid alienating key audiences with overt political messaging. Instead, align with American interests where possible, positioning your product or service as a win for U.S. consumers and the economy at large.
The next four years will undoubtedly be unpredictable, but foreign companies and governments can’t afford to disengage from U.S. public affairs. A well-crafted, campaign-style communications strategy that understands the electorate, engages the right audiences, and focuses on economic value will help foreign brands thrive in this “America First” era.
The key for PR professionals and communications departments is to remain adaptable, stay informed, and continuously refine their messaging to stay relevant. The future will belong to those who actively shape it through engagement, not those who sit back and wait for the tides to turn.
