Keep Calm and Carry On: Consistent Communications Through Uncertain Times

Turbulence

Since returning to office, US President Donald Trump has not shied away from getting his and America’s economic elbows out, through the use of tariffs and firm dialogue, to amend what he sees as unfair trade relationships with some of its closest trading partners.

However, with this has come greater economic uncertainty, reflected in the recent sell-off in global equity markets this week.

As several stocks have retreated from their post-election highs, it is clear that communication remains as important as ever in driving investor sentiment.

While Trump’s strongman communication style has seen him win two elections, it may be less effective in inspiring the sense of calm and predictability which investors need to invest.

Weathering the Storm

Within this challenging macro-backdrop, now is the time for companies to take the initiative and reprioritise their communications to take control of their own narrative and inspire confidence in their story.

To do so, companies should focus on:

Clarity 

Concise and clear communication is essential in cutting through the external, macro noise and getting your investment case heard by key stakeholders.

Consistency 

Changing core messages, moving deadlines, and continually revamping branding will only serve to fuel further uncertainty. Ensuring messaging remains aligned and consistent inspires confidence.

Disclosure

Keeping key stakeholders informed through regular but, crucially, relevant newsflow is an important signifier of the operational progress a Company is making, even despite economic headwinds.

Addressing concerns

Ignoring macro-economic challenges when communicating with stakeholders has little value, potentially fanning the flames for shareholders worried about a Company’s exposure to trends which do not in fact impact its business. Addressing concerns head on is the most effective way to ease concerns.

Conclusion

While businesses and their leadership teams cannot control the ever-changing global economic currents which impact their operations, they can control how they communicate their story to investors and other stakeholders.

Doing so will help them weather the storm by gaining attention to their investment case and attracting investment to fuel further growth and expansion.