Would a gulf by any other name still smell as sweet? That’s probably not the first question on your mind, but US users of Apple Maps and Google Maps may be thinking about it.

Following an executive order from the new president of the United States, that body of water on our phone’s screen may come up as the Gulf of America, rather than the Gulf of Mexico.

Trump’s comeback in November has rocked the corporate world, which now calls for a hasty retreat from DEI and sustainability, the championing of masculine energy and a new excitement around cryptocurrency in a way that felt inconceivable just a year or two ago when Sam Bankman-Fried’s trial was one of the biggest business stories out there.

It’s not just politicians who are going to be battered by the buffeting winds of American politics, nor is it even simply US businesses. For the next four years, organisations across the world will be grappling on a semi-regular basis with interpreting what the latest declaration from Donald Trump means for them and how they engage with it.

There is no right or wrong answer. What they need to do, however, is consider it within the context of their communications strategy rather than act tactically and reactively in the moment. That’s why 2025 should be the year organisations strongly consider whether their communications strategy is fit for purpose.

This is how you can get started:

Ask your stakeholders

That’s not to say that you should put out a straw poll every time the political winds shift. Rather, take this opportunity to carry out some proper audience research. When did you, in all seriousness, last gather some in-depth insight into what your clients, customers and prospects actually care about – both in terms of your service to them and their wider values? Getting a sense from your audience what their priorities are will help you reaffirm what yours should be, and how you engage with them. Likewise, what is your team thinking? Carry out employee engagement surveys and make sure that, between your core stakeholder groups, you’re acting in the long-term interests of your organisation and not being blown about endlessly. You need to keep your political antenna up, but following the crowd isn’t going to get you anywhere.

Reset your purpose

While purpose has become something of a dirty word among communications professionals – seen to have become diluted at best and a vanity at worst – it remains a hugely important concept for PRs. That is, when it is in reference to a business’ original reason for existing. Many businesses have ironically lost their sense of purpose, often defining statements of purpose that are inauthentic and out of kilter with the reality of their businesses and those working in them. Many have also deviated from their original strategies. That will always be the case in economic downturns, when the temptation to cut corners or broaden offerings becomes compelling amid the need to survive, and has also been the case in the past few years with organisations redirected by environmental and social regulatory challenges, the rapid growth technology and its associated opportunities and risks, and changing consumer demand. In many ways, the Trump presidency and the mood music its setting internationally, including with the growth-evangelistic Labour party, offers an excellent reason to re-evaluate your purpose and strategy. Go back to basics, reexamine your original purpose, and ensure your communications and brand strategy is well aligned to it.

Identify where you win

Sometimes, when you’ve carried out the first two steps, you’ll realise that what is happening in the world around you goes against what is important to your organisation. And if it’s truly important to your organisation, abandoning it is not playing to your strengths. Pick fights in a strategic way. According to SEC Newgate UK’s Responsible Business report, six in 10 members of the UK public expect companies to play a more active role in society. Your customers, and your future customers, expect you to stand up and contribute on issues that materially affect your organisation and – by extension – them.

The next four years are going to be a wild ride. That’s why now is the best time to do your prep work to understand where you are and where you want to be in four years. Being crystal clear about who you are, what you value, what you want to achieve and how you plan to do so is an essential pre-requisite to an effective communications strategy.