The next time you hear a leader interviewed, don't be surprised if you can hear an echo of the man in the White House.

Whether Trump is the cause or a symptom, in this edition of Impact Insights, we explore the ripple effects of the new administration’s rhetoric: who is mirroring it, how they’re doing it, and why some businesses might need to adjust their communications strategies.

The new communications playbook

Regardless of their views on his policies, both corporate and political leaders appear to be borrowing from Trump’s playbook when it comes to their delivery and framing.

• Perhaps it shouldn’t be surprising. Trump’s actions and reactions are dominating media and setting a new standard for capturing attention.
• Sanitised soundbites are on the wane, especially in mainstream and social media. Instead, an unpredictable style—more shoot-from-the-hip—is taking root..
• The syntax is memorable, emotional and direct: in short, built for viral impact.

As a result, leaders are rethinking their communication approaches to resonate in a louder, bolder and more crowded environment. Sometimes this shift involves imitation, while in other cases, it’s adaptation.

Is leadership becoming more Trumpian?

In the realms of Big Tech and finance, leaders like Sam Altman, Mark Zuckerberg, Marc Benioff and Jamie Dimon are leading the charge.

• From Altman’s candid comments on Musk’s insecurities and Benioff’s criticism of Microsoft Copilot as “Clippy 2.0”…
• To Zuckerberg’s claims that a “culturally neutered” corporate world needs more “masculine energy”, and Dimon’s frank discussions about remote work
• These leaders aren’t mincing their words. Their statements are punchier, more quotable and, in some cases, more openly divisive.

Beyond Silicon Valley, German CEOs are supplementing traditional lobbying efforts by making their argument in public, on social media.

• Leaders from Deutsche Bank, Mercedes, and Siemens have recently voiced their economic policy demands on LinkedIn.
• While their demands are carefully considered, the approach is more disruptive: these CEOs are igniting public debate by taking arguments directly to social media. 

In the UK, even the heart of the establishment is recalibrating its engagement style.

• Metropolitan Police Commissioner Mark Rowley took to BBC Radio 4 to accuse the civil service of actively obstructing police reform, a direct appeal for public support rather than backroom negotiation.

Tony Blair, a recognised master of messaging, , has highlighted the atmosphere this language taps into, remarking on the Jimmy’s Jobs of the Future podcast that “the mood today in the western world is one that’s aligned to disruption”. 

What does this mean for communications teams?

For executives and communications teams, now is an time rethink not just what you’re saying but how and where you’re saying it.

• The shifting political climate, accelerated by the reductive logic and elevated emotion of social media, mean the bar for cutting through the noise is higher. On many external channels, uncompromising opinions are now the currency of influence.
• Communicating through traditional external channels now carries elevated risk of messages being lost, misunderstood or reimagined by the refracting prism of established media.
• A related question is whether to engage with newer, and more overtly political information outlets and opinion-formers. Here, it’s crucial to consider the media environment in which you’ll be seen – the ‘neighbourhood’ – and engage thoughtfully.

Be your own trusted platform

Businesses are left with a choice. For the immediate future, some corporate messaging may find its audience faster and with less distortion through internal and owned channels:

• Company websites
• Newsletters
• Employee communications channels

These platforms offer control and a space for nuance that might not otherwise compete well in the chaotic external landscape. Be your own trusted platform.

For many companies, this will be a moment to upgrade the quality and the coherence of owned channels. These spaces represent an opportunity to reach audiences directly, with clarity and control.

• Are they easy to find by people and search engines?
• Do they consistently convey your message and build authority through your spokespeople?

Where it still makes strategic sense to engage with conventional media channels, ensure spokespeople should be well-prepared, and ready for robust discussions.

One final thought

This may herald a return to the spotlight for an often-unloved communications channel: the corporate website.

Why? Gen-AI tools like Gemini and ChatGPT often prioritise these sites for sourcing information, especially compared to traditional media that is frequently behind paywalls.

As the communications environment changes, be ready to harness the most powerful channel that you entirely control: your corporate web estate.