Recent policy shifts and evolving federal priorities under the Trump administration have required businesses to adapt in unexpected ways—and unfortunately, for some of these companies, politics are indeed harming their reputations.

Whether it’s due to direct pressure from elected officials, regulatory changes, or broader federal policies, companies are grappling with decisions that may not sit well with all their stakeholders. These moments test not only operational agility but also reputational resilience, as they force companies to navigate the tricky terrain of compliance and customer perception.

If you’ve recently made a change due to such pressure and are now facing criticism (ahem, Target), here’s how to minimize the impact on your reputation while staying compliant and transparent.

Be Honest and Transparent

Avoid sugar-coating or dodging the real reason behind the change. Your audience values authenticity, and honesty goes a long way in restoring trust. Acknowledge the external factors driving the shift, whether it’s new legislation, regulatory demands, or direct pressure from public officials.

For example, instead of saying:

“We’re updating our policies to better serve our customers.”

Try:

“Recent federal guidelines require us to change our practices to remain compliant. While we recognize this may be unpopular with some customers, we are committed to transparency and working through the impact together.”

Show Empathy and Acknowledge Concerns

Even if the decision wasn’t entirely yours, it still affects your customers and stakeholders. Validate their concerns and let them know you’re listening. Avoid defensive language and instead focus on how you can support those affected by the changes.

For instance:

“We understand this update may be frustrating for some of you, and we’re actively working to address your concerns.”

Highlight Your Ongoing Commitment to Values

Reaffirm your core values and principles, emphasizing how they remain unchanged despite the policy shift. Reassure stakeholders that this change doesn’t reflect a shift in your mission or your dedication to customer satisfaction, employee welfare, or community support.

Communicate Proactively

Don’t let rumors or misinformation shape the narrative. Get ahead of the story by sharing updates through your owned channels: email newsletters, blog posts, or social media. Keep the message consistent across all platforms to avoid confusion and show that you’re in control of the conversation.

Offer Solutions or Alternatives

If possible, provide solutions or alternatives to customers or partners who are negatively impacted. Can you offer refunds, discounts, or new ways to access services? Even small gestures can go a long way in showing that you care.

Stay Consistent

One-time statements aren’t enough. Maintain consistent messaging and actions over time. Avoid sudden reversals or contradictory policies, as these can erode trust even further.

Reassess Your Brand Position if Needed

Sometimes business decisions influenced by politics can not only harm your reputation, but they can even make your brand irrelevant. If the policy change affects a major brand position—like sustainability, inclusivity, or innovation—it’s crucial to step back and reevaluate how your brand is perceived in this new context.

Here’s how to approach it:

• Conduct a Brand Positioning Exercise: Gather insights from your stakeholders and customers to understand how the change impacts your brand perception. Identify whether your core promise or differentiators are still resonant.

• Benchmark Against Competitors: Take a fresh look at your competitors—are they also facing similar challenges, or are they positioning themselves differently? This can reveal opportunities to stand out or pivot.

• Refine and Reposition: Once you have insights, consider updating your brand messaging, visuals, and offerings to better align with the current reality. Reinforce how you still deliver value and what sets you apart.

• Communicate Clearly: Share this renewed positioning with your stakeholders—show them that you’re not just reacting, but actively evolving to stay true to your mission.

Taking the time to reassess your brand position can turn a reputational challenge into an opportunity for growth and differentiation.

Monitor the Response and Adapt

Finally, keep an eye on feedback—whether it’s on social media, review platforms, or direct communication. Look for opportunities to adapt further and address concerns as they arise. Demonstrating responsiveness and flexibility can help soften the blow and preserve long-term goodwill.

In Conclusion…

Policy-driven changes can be a reputational minefield, especially when they touch on a brand’s core promise. By being transparent, empathetic, and proactive—while also reassessing and repositioning your brand if needed—you can navigate these challenges with integrity and emerge even stronger.

Michelle Sinning, APR
Crisis Management | Full-Service PR and Creative

Bernstein Crisis Management is a specialized firm dedicated, since January 1994, to providing rapid, highly effective strategies for preventing and managing crisis situations that harm people, property, business continuity, reputation and the financial bottom line. We guide our clients through every step of the crisis management process, from preparation to response, and are available nearly 24/7 for assistance. We know you need top-tier support in times of crisis, which is why all Bernstein Crisis Management clients have direct access to consultants with at least 15 years of experience – no wading through assistants or junior staff when your brand is on the line. Our more than 30 years of experience assisting clients worldwide makes us an established authority on preventing and responding to crisis situations.

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