Tariffs, Tension and Talking Points: How to Communicate Without Picking a Side
By Bruce Hennes, Hennes Communications
In today’s unpredictable economic climate, companies are being pulled into political crosscurrents whether they like it or not. One day, it’s a new tariff on foreign steel. The next, it’s retaliatory levies on U.S. goods. The landscape changes fast—and your customers, suppliers, employees, and investors want answers.
Here’s the challenge: How do you communicate clearly and transparently about the real-world impacts of tariffs without sounding partisan, panicked or unprepared?
At Hennes Communications, where we handle over 200 crisis cases a year across nearly every sector, we’ve seen firsthand how the organizations that thrive in moments like these are the ones that communicate with discipline, dignity and a laser focus on trust. Here’s how to do it:
Start with Internal Clarity
Before you say anything to anyone outside your organization, get a grip on how these trade policies are affecting your operations.
- What’s changing? Prices? Suppliers? Product availability? Lead times?
- Who’s affected? Customers, employees, vendors, investors?
- What are the short- and long-term implications?
This internal audit is not just about operations, it’s about messaging. You can’t communicate with confidence until you understand the situation on the ground.
Don’t Delay: Communicate Early and Often
Silence breeds anxiety. In times of volatility, your stakeholders don’t just want information—they crave leadership. Even if you don’t have all the answers, share what you know. Use phrases like:
- “Here’s what we’re watching closely…”
- “We’re committed to transparency as the situation unfolds…”
- “While we can’t predict every outcome, here’s what we’re doing right now…”
Be Transparent—But Strategic—About Price Increases
If tariffs are forcing price adjustments, don’t try to bury the lead. Your customers will notice—and they’ll appreciate honesty far more than spin.
But transparency doesn’t mean surrender. Communicate the “why” clearly:
- Rising costs due to external policy shifts or factors beyond your control
- Efforts you’ve made to absorb or delay the impact
- Commitments to continued quality and customer service
Avoid assigning blame. Focus instead on the steps you’re taking to navigate the situation responsibly.
Prepare Your Employees to Be Ambassadors
Your frontline workers—salespeople, customer service reps, drivers, and delivery teams—are often the first to field questions. Give them the tools they need:
- Simple, approved talking points
- FAQs that reflect your messaging priorities
- Access to leadership for real-time updates
If they’re surprised by news in the media—or worse, from customers— they (and you) will look unprepared and reactive rather than in control of the situation .
Stay Politically Neutral—But Not Silent
You don’t need to comment on trade policy. In fact, you shouldn’t. Stay focused on how policy impacts your stakeholders, not why it exists.
Use values-based language:
- “Our commitment is to is remain a stable, reliable source of supply for our customers.”
- “We’re adapting so we can continue supporting the communities we serve.”
Avoid language that could be interpreted as partisan, sarcastic or inflammatory. There is no upside in picking a fight you don’t need to be in.
Monitor and Update Regularly
This isn’t a one-and-done moment. As we’ve seen, the current tariff situation is fluid, and your communication must be too.
Set a cadence for updates—weekly, bi-weekly, or “as needed”—and assign someone to own it. Regular updates, even brief ones, signal control and confidence.
Use Multiple Channels—and Tailor Your Tone
One message doesn’t fit all. Your board needs depth. Your customers need clarity. Your employees need reassurance.
Use layered communications:
- Email blasts for broad updates
- FAQs or one-pagers for internal use
- Website banners or popups for pricing news
- Videos or personal messages from leadership for high-trust impact
Tone is everything. Be calm, grounded and transparent. Avoid hyperbole, jargon or blame.
Final Thought: This Is a Brand Moment
Whether or not you realize it, the way your organization handles this moment will leave an impression long after the policy landscape shifts again. Tariffs aren’t just about margins—they’re about trust.
Companies that communicate clearly, consistently and with integrity won’t just survive—they’ll earn the kind of loyalty and credibility that money can’t buy.