Welcome to the January edition of The Briefing Room. As we kick off the new year, we’re excited to share key developments, strategies, and expert advice to help you stay ahead of the curve. In this edition, we’ll explore potential public affairs strategies for Trump’s second administration, how the Democratic party can rebuild trust, and a case study explaining how Allstate CEO Thomas Wilson’s remarks at the Sugar Bowl missed the mark.
Navigating the Next Trump Administration: Adapt or Die
By Lauren Tomlinson, Former Deputy Assistant Secretary of Public Affairs for the Department of Homeland Security and Mike Reed, Former Chief of Staff at the Republican National Committee
As companies prepare for navigating public affairs challenges in the second Trump administration, there is one significant advantage staring everyone right in the face: hindsight.
In President Trump’s first term, many companies, interest groups, and associations struggled to communicate around an array of issues – from navigating sudden policy changes and deciphering what a social media post would mean for their business to responding to shifting political dynamics. Now, there is an opportunity to critically assess what strategies worked, what fell short and why, and make the necessary adjustments.
This time around, companies should better position themselves to avoid previous pitfalls by adopting more dynamic, responsive communications strategies tailored to the unique political environment of a second Trump term. Communicators and CEOs have an opportunity to redefine how they interact with the government and the stakeholders who drive it, ensuring they not only stay ahead of potential policy changes but also play a proactive role in shaping them.
Beyond Traditional Tactics: A Digital-First Approach
In the past, corporate America relied heavily on op-eds, press releases, and high-profile interviews with traditional outlets to communicate their positions. However, the first Trump administration revealed the limitations of these conventional methods. The media environment is increasingly fragmented, with new and ever-changing outlets and influencers, like we saw with both Presidential campaigns. To reach your audiences you must go where they are, which is now predominately on social media, non-traditional media platforms and long form podcasts.
Successful companies embrace this change and leverage a more organic approach to engage directly with their stakeholders.
It should be standard practice in this new age for executive leaders to use their personal social media channels to share thought leadership, corporate perspectives, and policy stances in real- time. This approach not only humanizes the corporate message but also allows companies to bypass traditional media gatekeepers and reach audiences—including policymakers—more directly and authentically.
For example, CEOs and industry leaders are finding that a well-timed post can generate significant traction among their key stakeholders and journalists, often surpassing the reach of traditional op-eds. This shift towards a more conversational, transparent mode of communication resonates in a time where authenticity is celebrated.
New Era with New Avenues for Engagement
The evolving media landscape offers companies new avenues for engagement, and increasingly policymakers and audiences are seeking information from a wide range of sources. This provides corporate leaders an opportunity to use digital platforms to:
- Build Trust Among Consumers: When C-suite leaders share candid and behind-the- scenes content on social media about how policy changes in Washington affect their product, it builds trust among consumers and humanizes the brand.
- Communicate Directly with Decision Makers: More so than ever before, digital solutions offer the ability to tailor and micro target a message to a small group of key stakeholders. Utilize these tactics through either paid or earned media efforts to reach the audience that matters.
- Engage, Don’t Sit Back: Companies, interest groups, and associations who sit back and hope to hide in the shadows are more and more often not taking the right approach. It’s better to be at the table than on the menu. Be proactive in leading with how your product or industry fits in with the world view of the folks currently in the halls of power and how you want to be part of the solution, not part of the problem.
Click here to read more of this op-ed in O’Dwyers.
Lesson for Democrats: Get Back to Our Roots
By Matt Paul
If the 2025 presidential election taught us anything, it’s that the Democratic Party faces significant challenges with its base and a profound messaging problem. As a party, we need to reassess and rebuild from the ground up. Relying solely on university towns and urban centers to offset losses in rural areas is not a sustainable strategy. Instead, we must prioritize addressing kitchen table issues—the same priorities that resonate deeply with voters across the political spectrum.
This means going back to our roots: engaging directly with rural communities, understanding their concerns, and framing our messaging around those lived experiences. The problem in 2024 wasn’t just that voters didn’t hear from Democrats—it was that we were speaking on the wrong channel.
To connect effectively, we need to reframe how we discuss key priorities, particularly around the economy and jobs, which remain central to the concerns of all Americans.
Economic stability and expanding opportunity are universal values. Democrats’ messaging must speak to these priorities so they can authentically connect with voters and help rebuild trust – especially in rural and suburban America. If we hope to gain momentum for the 2026 midterms, then Democrats must begin this work now. Continuing to follow the same path from 2024 risks repeating the same mistakes and jeopardizing our future electoral success.
Allstate CEO’s Sugar Bowl Remarks — A Misstep in Messaging
In the wake of a tragic terrorist attack in New Orleans, Allstate CEO Tom Wilson delivered a pre- recorded message during the 2025 Sugar Bowl broadcast, urging Americans to overcome their “addiction to divisiveness” and embrace unity. While well-intentioned, his remarks faced significant backlash, underscoring the risks of corporate messaging being perceived as tone- deaf or inauthentic.
Public Reaction
The response was swift and negative, with many accusing Wilson’s message of lacking empathy for the victims and the attack’s context. Social media platforms buzzed with criticism, including threats to cancel Allstate policies, as critics argued it prioritized national divisiveness over supporting a grieving community.
Analysis
- Contextual Insensitivity: Delivering a broad message about societal unity without directly acknowledging the tragedy appeared disconnected from the community and nation’s immediate pain.
- Perceived Deflection: By emphasizing general divisiveness, the message risked implying that societal issues, rather than the actions of the terrorist, were at fault.
- Authenticity Concerns: The lack of a direct, compassionate response to the victims and their families led to perceptions of corporate insincerity.
Lessons Learned
- Prioritize Empathy: In times of tragedy, corporate messages should first and foremost express genuine compassion and support for those affected.
- Contextual Awareness: Tailoring messages to address specific events and community sentiments is crucial to avoid appearing out of touch.
- Avoid Generalizations: Broad statements in the wake of specific incidents can come across as evasive; direct acknowledgment of the situation is essential.