Talk of rapidly shifting landscapes may sound cliche, but it’s hard to ignore in a 24/7 news cycle. From regulatory changes and government agency shakeups to tariffs and trade tensions, financial brands are navigating growing complexity and uncertainty. 

Without a thoughtful approach to communications, the risks to brand trust and perception can be significant.

Credibility is currency — especially in financial services — and strategic communications play a crucial role in reinforcing brand trust. Our role is to serve as a trusted guide through challenging situations, helping companies stay grounded in their mission and values, communicate clearly across audiences, and maintain alignment in what they say and how they say it. 

Leveraging our deep experience in financial PR and communications, we help clients evaluate each situation holistically — balancing risks, opportunities and audience expectations. This post explores how strategic communications can build and reinforce brand trust, especially in times of economic and political volatility.

Navigating political change with strategic communications

When government policy shifts or new regulations emerge, financial services companies must assess how (or whether) to respond. We help clients think through key considerations like:

• What are the business implications?
• What does engagement signal?
• Will making a statement build trust? Or introduce risk?

Faced with a fast-moving policy issue, an insurtech client needed to weigh the business implications and whether to comment on potential insurance rate impacts tied to new tariffs. It was a natural fit — the spokesperson could offer objective commentary grounded in economic insight, reinforcing the brand’s credibility while remaining neutral.

The result was meaningful share of voice in top-tier and trade media, reinforcing the brand’s credibility without politicizing the issue.

In another case, a partner in wealthtech sought to reassure employees and investors amid broader market volatility. We helped them shape internal and external messaging that acknowledged uncertainty while emphasizing their strong position and long-term outlook. Just as important, the messaging had to reflect the company’s core values.

By framing the moment as an opportunity to lead with transparency and reinforce conviction in the company’s vision, we helped turn a challenge into an opportunity.

Of course, not every situation warrants a public response.

Deciding if, when and how to respond

When the situation is fluid or the outcome unpredictable, taking a watch-and-wait approach may be the best course of action.

One such example involved the recent leadership shakeups at the Consumer Financial Protection Bureau (CFPB). Given the potential for regulatory repercussions, we advised a client to hold off on public commentary while closely monitoring the situation.

Before providing this type of guidance, we consider each client’s unique circumstances, business goals and audience expectations. We monitor regulatory and policy developments closely, flagging those that may require a response, and weighing potential risks and rewards before moving forward.

This same thinking applies to inbound media requests. If a story’s framing appears to be one-sided or negatively slanted, we often counsel clients to decline. 

Visibility matters, but preserving brand trust often matters more, especially with stakeholders and regulators.

Adapting messaging amid economic uncertainty

Economic uncertainty and volatility can often force tough decisions, and how a company communicates during these moments can have a long-term impact on your brand. 

In these situations, messaging needs to do more than share facts. It must be timely, consistent across audiences and delivered with empathy.

We’ve supported companies through workforce reductions and other moments where communication isn’t just about managing perception, but also supporting people in difficult situations. In these scenarios, we help clients think through everything from internal and stakeholder messaging to the timing of communications and how to navigate potentially negative chatter on social media. When livelihoods are impacted, the stakes are especially high, and messaging must reflect that level of seriousness and care.

There’s no one-size-fits-all approach. But when companies lead with clarity and compassion, they’re better positioned to protect their reputation and preserve trust in even the most challenging circumstances.

Reputation management through thought leadership

Uncertainty tests everything — including how clearly and confidently a brand communicates.

Thought leadership can be a powerful tool here. The right message at the right moment helps companies steer the conversation, demonstrate credibility and build trust with key stakeholders.

That’s why we work with clients to identify an angle that is rooted in expertise and relevance, not opportunism.

For example, as market volatility prompted more investors to look beyond traditional portfolios and investment options, we worked with a private markets platform to meet the moment with education. We focused on busting common myths around accessibility and transparency, helping to clear up confusion and increase understanding of how these investments work. By pairing blog posts and bylined articles with targeted media outreach, we expanded awareness of the category while positioning the client as a trusted voice in the space.

In another case, we helped a bank differentiate their banking-as-a-service offering by shining a light on their regulatory strength. We focused messaging on the company’s longstanding emphasis on due diligence and its compliance-first culture. The result: Media coverage that reinforced the bank’s position as a trusted, stable partner in the BaaS space.

Of course, thought leadership isn’t always the right move, especially in the wake of sensitive events. We regularly advise clients to hold off when commentary risks appearing opportunistic or tone-deaf. In reputation management, restraint is just as strategic as visibility.

Need a sounding board?

Whether you’re navigating a sensitive issue, reassessing your external communications strategy or preparing leaders for high-visibility moments, we can help you show up with clarity, credibility and intention. 

If you’re at a decision point or just want a second opinion, let’s talk. We’d love to help.