In today's volatile economic landscape, agencies are facing unprecedented challenges as clients grapple with the ripple effects of the Trump administration's expanded tariff policies.

These trade measures have injected significant uncertainty into markets, reshaping and undermining business confidence and will dramatically alter how marketing teams approach their planning and execution. What’s quite clear is that the role of the PR agency has never been more crucial in helping clients navigate these stormy waters.

The immediate impact of these tariffs extends far beyond direct import costs. Supply chains are being reorganised, pricing strategies reconsidered, and investment decisions delayed. For clients' marketing teams, this creates a perfect storm of uncertainty; they're tasked with communicating value while their organisations struggle to predict costs, availability, and market conditions even weeks ahead.

Become a critical asset

The first strategic imperative for agencies is to cement their position as essential business partners rather than optional service providers. In times of economic pressure, marketing and communications budgets will undoubtedly face scrutiny. And so it becomes even more important to demonstrate impact and to show how crucial clear communications is in managing reputation through uncertainty. Achieve this, and agencies move from a discretionary expense to a critical strategic asset.

Get planning

Agencies must develop robust scenario planning capabilities. Clients need communication strategies that can adapt to multiple potential economic outcomes. Whether tariffs escalate further, or negotiations yield compromise, messaging cannot be caught flat-footed. Agency teams must invest in economic intelligence capabilities, partnering with analysts who can interpret macroeconomic signals and translate them into actionable insights. In short, the industry must have its finger on the pulse.

Get transparent with pricing

Agencies must recognise the psychological impact of uncertainty on client relationships. Marketing teams are under immense pressure to justify spending while demonstrating tangible ROI in fluctuating conditions. Account teams need to adopt a consultative approach that acknowledges these pressures without exploiting them. Transparent pricing models, flexible engagement structures, and clear value metrics will strengthen relationships during this period.

Guide the message

Agencies should guide clients toward authentic communication about economic challenges. Consumers and B2B audiences alike appreciate transparency regarding pricing changes or supply adjustments. Cookie-cutter messaging about challenging times falls flat; instead, helping clients articulate their unique value proposition even as economic conditions evolve is essential.

AI could help

Agency leaders must lead by example in their own businesses. Many agencies will face margin pressure as clients tighten budgets. Those that invest in efficiency without sacrificing quality will emerge stronger. Considering AI tools for routine tasks while keeping strategic thinking human-centered and exploring shared resource models that maintain expertise while controlling costs may prove beneficial.

The current economic turbulence represents both threat and opportunity for the industry. While some clients may reduce spending, others recognise that effective communication is essential during uncertainty. By demonstrating strategic value, embracing flexibility, and providing genuine counsel, smart agencies can strengthen their market position even as competitors falter.

The road ahead will test the resilience and creativity of everyone in business. Those that rise to these challenges will not merely survive this economic moment, they will define the next generation of PR leadership.