Adapting Your Message for a New Administration
Insights from Energy Policy That Translate Across Sectors
The first few weeks under President Trump have already seen a whirlwind of executive orders and policy moves that signal a dramatic shift in priorities. While questions remain about the full scope of what’s to come, one thing is clear: if you are running any type of advocacy campaign, your messaging strategy from just last month may no longer be effective.
As communicators and policy advocates, it’s critical to reassess your messages and resources now. Here's why:
New Decisionmakers, New Priorities
The pain points and political motivations of today’s key decision makers have shown to be vastly different from those of the previous administration. This means the benefits, proof points and success stories that resonated in the past may now fall flat—or worse, work against you.
For instance, where the previous administration may have prioritized environmental regulations and clean energy investments, President Trump's administration is leaning heavily into deregulation, fossil fuel production, American energy independence and manufacturing growth.
Your proof points should reflect how your issue aligns with these evolving priorities.
Mapping Messages to the New Landscape
Start by asking these key questions:
- What keeps decisionmakers awake at night? Is it job creation, energy security, or economic growth?
- What outcomes will this administration see as a win?
- How can you frame your solution as part of the new administration's success story?
By mapping your messaging to these priorities, you can ensure your advocacy efforts remain relevant and compelling.
Benefits and Proof Points: Shift the Narrative
It’s not enough to repackage old talking points. Messages must show clear, tangible benefits that solve today’s problems and be relevant to your issue — don’t stretch your connection. For example:
- Highlight partnerships with American businesses or investments in U.S. manufacturing that align with "America First" policies.
- Frame your solution in terms of reducing reliance on foreign resources or boosting domestic production.
- Identify and amplify the economic impact and jobs created by your business or policy issue.
The Role of Research in Crafting Effective Messaging
Effective messaging doesn’t happen in a vacuum — it requires a deep understanding of what matters to your audience. Research is an important step in assessing what messages will resonate with or feel authentic to decisionmakers in D.C., key stakeholders, industry influencers or constituents in key regions.
By conducting surveys, interviews, or media analyses, you can uncover critical insights on which messages are gaining traction and how your organization’s voice aligns with — or stands out in — this evolving landscape.
Research can also reveal gaps in credibility and trust. Understanding whether decisionmakers view your organization as a reliable voice allows you to refine your proof points and build stronger messaging or align with partners who can carry this message for you. These data-backed insights will empower you to deliver messages that resonate, move the needle and position your organization as a trusted leader in critical policy conversations.
Stay Agile
Finally, as policies and narratives continue to evolve, your messaging should remain dynamic and adaptable. Build flexibility into your communications strategy to address shifts quickly and effectively.
The Adfero POV
The window to redefine your narrative is now. Taking a proactive approach to align your messages with the Trump administration’s priorities will position your organization for success in this rapidly shifting environment.
