Tariffs have always been a fact of business life, but the recent volatility presented by new trade policies has transformed them from a line item on a spreadsheet into a full-blown communications challenge. From sudden cost spikes to supply chain disruptions, tariffs are no longer just an economic lever, they are a test of a company’s ability to communicate clearly, quickly and credibly.
In this climate, silence isn’t neutral. Customers, employees, investors, and partners are watching closely to see how companies respond. Those that communicate with clarity and purpose will come out ahead.
A well-structured communications plan is no longer a nice-to-have; it’s a competitive edge. When tariffs hit, companies can’t afford to scramble. The message must already be in motion, the team aligned, and the tone calibrated. Anything less invites confusion, mistrust and reputational risk. Clear communication can be the difference between preserving market share and losing it overnight.
Tariffs are not just a margins issue. They are a brand issue. And the companies that understand this will be the ones still standing when the dust settles.
Preparing for Volatility Before It Hits
Tariff changes are often sudden, politically-charged, and poorly communicated by the government itself. Businesses don’t always get a courtesy heads-up. They get a headline. And then they get questions from customers, employees, shareholders and the media. Without a clear plan in place, the response can easily spiral into contradiction, speculation, or worse—silence.
The first step in preparing for tariff-related disruption is internal clarity. Companies need to understand how tariffs will affect their pricing, operations and supply chain. That means working closely with procurement, legal, finance, and operations to model out potential scenarios. It also means reviewing contracts for force majeure clauses or pricing adjustment mechanisms that may provide legal cover or negotiation leverage.
Once the internal picture is clear, the next step is to align the messaging. Everyone—from the CEO to frontline staff—should understand the company’s position and how to explain it. This isn’t about scripting every word. It’s about giving people the tools to speak confidently and consistently. Internal alignment builds external credibility.
When tariffs hit, the companies that have done this work can respond within hours, not days. They can explain why prices are going up, what steps they’re taking to mitigate the impact, and how they’re protecting customer value. That kind of clarity builds trust.
Communicating Price Changes Without Losing Customers
Raising prices is never easy. Doing it in the middle of a trade dispute is even harder. Customers are already on edge. Inflation is eating into household budgets. And social media gives every unhappy shopper a megaphone. But hiding from the issue won’t help. If you don’t explain the price increase, someone else will, and possibly inaccurately.
Transparency is the best defense. Companies should be up front about tariff-related price adjustments, whether through signage in stores, notices on websites, or direct communication with key customers. The message should be clear: this isn’t about profit padding; it’s about staying competitive.
Some brands have taken the opportunity to reinforce their values. For example, by highlighting domestic production or sourcing shifts, they show customers that they’re not just passing on costs, they’re adapting. Others may choose to itemize tariff surcharges separately on receipts, making the impact visible without embedding it in base prices. This approach can help maintain trust while giving customers a sense of control.
But the tone matters just as much as the message. The goal is to inform, not inflame. Avoid political commentary, finger-pointing or emotional appeals. Focus on facts, fairness, and the steps taken to protect customers.
The Political Tightrope: Speak Carefully, Speak Wisely
The current climate has shown that dissent comes with risk. Companies that speak out too forcefully against trade policies may find themselves in the crosshairs, whether through regulatory scrutiny, public rebuke or canceled contracts. That doesn’t mean businesses should stay silent. But it does mean they need to speak carefully.
The key is to focus on impact, not ideology. Stick to how tariffs affect your company, employees and customers. Avoid assigning blame or endorsing political positions. Use data, not emotion. And whenever possible, consider speaking through industry associations or coalitions, which can provide cover and amplify a message without putting the brand in the spotlight.
For example, the American Apparel & Footwear Association issued statements on behalf of its members detailing the cost of tariffs on consumers and jobs. This kind of collective voice is more likely to be heard. At the same time, companies should prepare talking points for executives and spokespeople that reflect this neutral, fact-based tone. One offhand comment can undo months of careful messaging.
In politically-charged times, communication isn’t just about what someone says. It’s about what they don’t say, who says it, and how it’s received. Precision matters.
Internal Alignment: Employees Are Your Front Line
Too often, companies focus all their communications energy outward and forget the people closest to the customer: employees. When tariffs hit and prices rise, customers don’t call the CEO. They ask for the cashier, the sales rep or the customer service agent. If those employees don’t have clear, confident answers, the brand suffers.
Internal communication needs to be fast, clear, and consistent. That means giving employees the facts before they hit the headlines. It means providing FAQs, talking points and training sessions. And it means listening. Employees often have valuable insights into how customers are reacting and where confusion is spreading.
Alignment also requires transparency. If layoffs, supply chain shifts, or operational changes are on the table, employees need to hear it from leadership, not the rumor mill. Even if the news is hard, honest communication builds credibility. And credibility builds resilience.
In times of uncertainty, your people are the most trusted messengers. But only if they know what to say.
Protecting Reputation in a Rapid News Cycle
In an age where a single social post can spark a boycott, reputation management is not optional. Tariffs may be economic policy, but their fallout is deeply personal. Customers don’t care about trade balances. They care about why their favorite product just got more expensive.
Companies that fail to explain themselves risk being painted as greedy, dishonest or unpatriotic. And once that narrative takes hold, it’s hard to shake. That’s why proactive communication is so important. Don’t wait for customers to ask. Don’t let competitors define the story. Own it.
This is where a strong media relations team can make a difference. By briefing journalists, issuing statements, and offering interviews with prepared executives, companies can shape the narrative instead of reacting to it.
Equally important is a smart, deliberate approach to social media. Monitoring digital chatter in real time is critical, not just to spot misinformation early, but to understand customer sentiment and identify potential flashpoints. But that doesn’t mean every post deserves a reply. Not all conversations are worth entering, especially on platforms where discussions can quickly become unproductive or distorted. A calculated decision must be made about when, where and how to respond. Sometimes the best strategy is restraint. When you do engage, do it quickly, empathetically and factually.
At the same time, avoid over-correcting. Don’t try to spin tariffs into a marketing opportunity unless it’s authentic. Customers can smell opportunism. Focus on honesty, accountability, and the steps you’re taking to protect value.
The companies that survive tariff turbulence with their reputations intact will be the ones that treat communication as a business function, not just a PR exercise.
Missed Signals Are Missed Opportunities
In every crisis lies an opportunity, but only for those who are prepared to speak. Companies that communicate effectively during tariff disruptions can position themselves as steady, transparent and customer-focused. That builds goodwill, not just with customers, but with investors, regulators and partners.
On the flip side, silence or confusion sends the wrong message. It suggests disorganization, indifference, or worse, incompetence. And in a crowded market, that’s all it takes to lose ground.
Some brands have used tariff disruptions to reinforce their values. Patagonia, for instance, has consistently communicated its supply chain decisions in the context of environmental and social responsibility. Others, like Levi Strauss & Co. back in 2019, have spoken about the impact of tariffs on jobs and pricing without wading into partisan politics.
These companies aren’t just reacting. They’re leading. And in times of uncertainty, leadership is what customers remember.
Clear communication in the face of tariff uncertainty is not just a defensive move. It's a signal of strength. It's a message to the market that your company is prepared, principled and focused on the long term. That kind of message doesn't just protect your brand, it builds it.
Lori Ruggiero is Managing Partner and EVP, Corporate & Technology, at 5WPR.