Prepare for Challenges with the New Administration

Prepare Your Organization for the Potential Challenges Ahead with the New Administration

“Promises made, promises kept,” was the vow President-elect Trump made during his acceptance speech in the early hours of November 6. If the campaign promises hold, the new administration will challenge the legitimacy and futures of many organizations working in clean energy, immigration, health care, social equity, reproductive rights, and education.

Organizations impacted by the new policies should prepare to be thrust into headlines and have their purposes attacked and missions undermined on a daily basis. With the future on the line and public scrutiny intensifying, these organizations might be inclined to adopt a lower profile.

But this is a missed opportunity. When the world is watching and reacting to this new political situation, it may be the ideal time to reshape and reinforce your organization’s reputation.

When faced with adversity and attacks, not-for-profit organizations have two choices: Establish a plan to respond to challenges, protect stakeholder trust, and reinforce core values; or, wait until the media calls, throw together a haphazard statement, and hope for the best.

For those choosing the first option, preparation and action should begin immediately. The two must happen simultaneously. Organizations only have a brief window of time to get ahead of opposing voices challenging them. Due to the volatility of these emotionally charged issues, whoever sets the tone and language of the public narrative will capture the reputational high ground.

Due to the volatility of these emotionally charged issues, whoever sets the tone and language of the public narrative will capture the reputational high ground

The first step to responding effectively is understanding what’s being said and how it impacts stakeholders. Vigilant tracking of traditional and social media to spot shifts in policy and public sentiment allows you to anticipate changes, identify potential risks early, and modify your approach as needed. Flexibility is key; if new challenges or opportunities arise, be ready to pivot your strategy to maintain relevance and stay aligned with your mission.

With your narrative defined and your finger on the pulse, it’s time to “flood the zone.” Take advantage of the time left before President-elect Trump takes office to set the tone of the debate and gain some momentum in the press. An aggressive media relations push with proactive statements, press releases challenging the attacks, and constant relationship-building will help seize the offensive and establish your organization as a leading voice on critical issues. A strong positive reputation, established proactively, will form the foundation you need to weather whatever storms the new administration might bring.

There are two types of relationships that organizations need to prioritize. The first is with third-party allies that can provide support, offer endorsements, and speak out on behalf of your organization when criticism starts. Having allies by your side during a crisis makes it clear that you are not facing it alone, and associations with other respected organizations can create a positive halo effect.

The second is with news media—fortifying your ability to tell your side of the story against attacks from critics. Building strong, authentic connections with journalists and media outlets ensures they will call to check facts and be open to hearing an opposing view. And even with journalists who may not be a “friendly” voice, developing a relationship is important to ensure they at least accept your written statement and report your position.

Preparing for the mercurial media ecosystem expected with the new administration requires a proactive, multifaceted approach to protecting reputation, securing operations, and confirming resilience. Having a strong communications strategy in place will ensure your organization can maintain integrity, amplify your message, and emerge stronger from a time of rising temperatures and heightened reputational risk.