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Crafting Crisis Communication Plans Lessons from the Latest Tariff Impacts
- Frank Dappah
- 6 days ago
- 3 min read
How Companies Can Sustain Trust and Control the Message During Economic Disruptions
Why is crisis communication essential during tariff disruptions?
In times of economic uncertainty, clear, credible, and consistent communication can be the difference between a brand that retains public trust and one that suffers long-term reputational damage. The most recent rounds of tariffs on key imports have created ripple effects across supply chains, consumer pricing, and investor sentiment. For many businesses, especially those with global operations or customer-facing brands, developing a sound crisis communication strategy is not just prudent—it’s essential.
Tariffs often cause confusion and speculation in the market. A misstep in messaging can escalate public concern, impact employee morale, and erode consumer loyalty. As noted by Harvard Business School professor Nancy Koehn, “How leaders respond in moments of crisis defines them and their organizations.”
A study by PwC found that 69% of business leaders had experienced at least one corporate crisis in the past five years, with economic shifts and supply chain issues among the most common types.
What are the key components of a crisis communication plan?
Message Discipline and Speed
When news breaks—like sudden tariff announcements—your brand must be ready to act fast. But speed is nothing without control. Messaging should be aligned across departments and stakeholders. A good example of message alignment comes from Apple, which routinely issues clear, concise statements during global trade uncertainties.
Centralized Communication Channels
During a crisis, conflicting messages from different arms of an organization can amplify confusion. Create a single source of truth, such as a dedicated landing page or press room on your site. This method is favored by companies like Tesla, which use media centers for direct public updates.
Transparency with Stakeholders
Attempting to downplay the impact of economic policy shifts rarely works. Instead, be transparent about what is known, what is being done, and what remains uncertain. Companies that proactively address disruptions tend to maintain higher customer trust and investor confidence.
How do tariffs impact brand reputation and stakeholder trust?
Tariff increases create pricing pressure that can be passed along to consumers. Without clear communication, those changes may feel arbitrary or deceptive to loyal buyers. For example, a survey by McKinsey showed that 45% of consumers are likely to switch brands during economic uncertainty if they perceive a lack of transparency.
What companies have handled crisis communication well?
During the 2018–2019 U.S.–China tariff escalation, Walmart set a public example by openly stating that price increases were imminent and that the company was working on alternate sourcing strategies. The company’s transparency was widely covered in the media and helped manage public expectations.
Another example is Levi Strauss & Co., which has long advocated for fair trade and addressed tariff implications in their earnings calls, reinforcing their values-driven image.
What steps should businesses take now?
Audit your existing communication plan.
Are economic disruptions included? Are your spokespeople trained to address policy-driven changes?
Prepare template statements and FAQs.
These should cover topics such as price changes, supply chain disruptions, or operational adjustments.
Run simulation drills.
Simulating scenarios like sudden tariff changes can help teams respond with confidence and cohesion.
Engage third-party validators.
Collaborate with industry groups, economists, or trade experts to add authority to your message.
Crisis communication is not a luxury—it’s part of operational resilience. In a volatile economic environment shaped by shifting tariffs and global trade politics, brands that lead with clarity, transparency, and consistency will not only maintain their reputations—they may even emerge stronger.
As Dr. Timothy Coombs, a leading expert in crisis communication, puts it: “A quick response with accurate information can blunt the negative impact of a crisis more than any other single factor.”
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