As the second Trump administration takes shape, professional services firms have more opportunities than ever to educate their audience and strengthen their authority in the media. But media opportunities come with a challenge: balancing the desire to provide timely insights with the risk of wading into polarizing political waters. 

As the White House publishes landmark executive orders in rapid succession, media outlets are seeking the perspectives of true authorities who can provide a unique perspective on each order’s meaning as well as its immediate and far-reaching ramifications. But truth be told, the pressure to provide on-the-spot speculative analysis of emerging or undefined policies tests the traditional boundaries of what authorities are typically comfortable with. 

How can professional services firms — particularly those with legal and regulatory expertise — decide when and how to enter the fray?

The following five-part framework will help you make the most of the media opportunities that come your way. 

1. When, How, and Why to Engage 

With “breaking news” headlines publishing at a head-spinning pace, generally avoiding political discussions altogether may seem like the safest option. But if you stay out of the most pressing conversations today, you essentially cede your authority to those willing to participate — and miss the opportunity to shape and direct thoughtful, nuanced dialogues. 

The key is to determine where your firm’s expertise meaningfully intersects with current policy discussions and prepare to participate skillfully. Focus your efforts on topics where your people can provide data and research-backed insights that add genuine value to the public discourse. 

Consider questions like:

• Does your firm have specialized expertise and knowledge about the subject(s) making headlines? 
• Have you made statements about these types of topics in the past?
• Is your firm well-known as an authority in the sector or policy area under discussion?
• Do you have research and data to back up your positions?
• What topics impact your internal and external audience? Will they expect you to weigh in? 

Ultimately, your role in these fraught and confusing times should be that of an educator rather than an advocate. It’s your job to simplify challenging topics for reporters and help them accurately and effectively keep the public informed. Staying bipartisan and objectively explaining how executive actions might affect groups across various sectors is the best way to do that. 

2. Carefully Vet and Prepare for Media Opportunities 

Though it’s not wise to completely avoid media engagement in challenging times, it’s also not prudent to accept every invitation that comes your firm’s way. To safeguard your firm’s reputation and ensure a positive and productive interview, take time to:

• Assess the outlet’s track record for accurate reporting and fair representation of sources.
• Consider the publication’s audience and editorial approach, as these factors will influence how your insights are presented and received.
• Know the ground rules. Is this interview on-the-record, on-background, or off-the-record? If it’s on-the-record, remember that anything you say can be quoted.
• Choose your spokespeople thoughtfully. Determine who in your organization is best positioned to speak out about the topic and ensure they’re prepared for handling hardball questions. 
• Evaluate the specific angle or focus of the planned coverage. Understanding the broader context of the story helps ensure your participation aligns with your communication objectives.
• Hit your points. Prepare three to four key points that you want to make and return to those points time and time again.
• Bridge and flag for maximum impact. Using statements like “here’s what I think is important,” “I don’t know the answer to that, but what I can tell you is,” or “a quick example that will help crystalize this is” will help to bridge you back to your key messages in an interview.
• If a question is framed negatively, don’t repeat it. Strive to maintain a positive, professional, and neutral tone.

Above all else, ensure the opportunity aligns with what your firm truly wants to be known for — your mission and values, your priority practice groups, and what’s important to your company. 

And if you’re afraid the interview might go off the rails in ways that truly don’t feel worth the risk? Consider going on-background rather than providing on-the-record quotes. These opportunities can help your firm build valuable media relationships even if you’re not quite ready to enter the arena.

3.  Anticipate the Media’s Focus

The last several weeks have provided some insight into the Trump administration’s immediate priorities, which enables you to anticipate what reporters, editors, and producers will be covering in coming weeks and months.

 
Based on what we’ve learned so far, be proactive to identify ways your firm could weigh in on conversations about topics like: 

• Immigration and refugee policies
• DEI
• Tax changes
• Government spending
• Trade and tariffs 
• Healthcare
• Education 
• Cybersecurity and data protection
• Energy and climate

The pace of the news cycle will require your firm to stay responsive to what’s happening minute by minute. But it’s also smart to anticipate what the main topics are going to be and carve out well-defined POVs that lean into and strengthen your firm’s positions of authority. 

4. Don’t Be Afraid to Offer Speculative Insights

While traditional media guidance often warns against speculation, the current landscape requires a more nuanced approach. Thought leaders can and should offer forward-looking analysis, as long as it’s done responsibly and within appropriate boundaries.

A smart way to do this is to ground speculative commentary in historical precedent, existing legal frameworks, and empirical research. Rather than making broad predictions, break down potential scenarios and their implications across different stakeholders. For example, you could make statements like:

• “Based on similar policy shifts in the past, we typically see X, Y, and Z impacts across these sectors…”
• “While we can’t predict exact outcomes, our research suggests several possible trajectories…”
• “Looking at comparable regulatory changes, there are three key factors that tend to determine the impact…”

When offering speculative insights, always:

• Clearly distinguish between known facts and potential outcomes.
• Acknowledge multiple possible scenarios rather than committing to a single prediction.
• Frame analysis in terms of “if-then” scenarios that highlight key variables.
• Ground commentary in your firm’s specific area of expertise.
• Maintain professional distance from political positions while explaining potential policy implications.

Remember that your role is to illuminate possibilities and help stakeholders prepare for various scenarios, not advocate for particular outcomes. 

5. Stay Adaptable as Policy Announcements Shift

Has the adage “change is the only constant” ever felt more accurate? As news breaks, be ready to respond nimbly to policy shifts and adjust messaging accordingly.

When policy changes occur:

• Quickly assess the substantive changes and their relationship to your previous commentary
• Update your analysis while maintaining consistency in your overall analytical framework
• Acknowledge shifts in policy direction without appearing to take sides
• Focus on explaining implications rather than critiquing changes
• Use your historical perspective to provide context for new developments

Fast-moving changes present an excellent opportunity to demonstrate your firm’s depth of expertise and your ability to provide steady guidance during uncertain times. By maintaining a consistent analytical approach while adapting to new information, you can build lasting credibility with both media contacts and your target audience.

Be Part of the Media Conversations That Matter Most

There’s no doubt that the complexities of media engagement in today’s political climate require expert guidance and a strategic approach. 

Our team of media relations professionals can help your firm develop and execute a sophisticated communications strategy that positions you as a leading voice in your space. Get in touch with a member of our team to open a conversation about how we can help you navigate these challenging waters with confidence and authority.