Strategic PR Amid Tariffs—Navigating the Global Trade Tempest
A multilateral game with several stages, and every move is made under a media spotlight and amplified by capital markets in real time
"Oh we’re going to make a deal," U.S. President Donald Trump said on April 17 in response to a reporter's question about picking up the phone to call China's President Xi Jinping. "I think we are going to make a very good deal with China." While President Trump continues to surprise many with his seemingly off-the-cuff comments, Chinese President Xi Jinping was visiting Vietnam, Malaysia, and Cambodia in response to the reciprocal tariffs announced by the U.S. earlier.
These moves and countermoves remind me of a concept: the prisoners’ dilemma, where two parties act in self-interest without knowing the other's move and might end up worse off. That’s where we are now, globally. The difference? It’s a multilateral game with several stages, and every move is made under a media spotlight and amplified by capital markets in real time.
So what does this ongoing ‘game’ mean for APAC public relations practitioners especially for those whom work for Chinese brands? The next chapter in this trade saga will take at least a month or two, possibly longer, to unfold—and its precise outcome will vary by country and sector. Strategic communications, therefore, must be as dynamic and multidimensional as this saga itself.
What does multidimensionality in strategic communications entail? My suggestion is to start by asking three questions: ‘What doesn’t change?’, ‘What doesn’t make sense now?’ and ‘What scenario should I prepare for?’ Based on these questions, I came up with a list of five strategic PR adjustments to consider for APAC PR practitioners:
Postpone the Pyrotechnics: Cancel or reschedule major U.S. in-person events where most clients and partners are in a wait-and-see mode. If needed, adjust the launch schedule of new products to assess the pricing impact due to the reciprocal tariffs. Communicate any delays promptly with your customers and stakeholders.
Optimize Communications Cadence and Channels: Consider re-allocating part of your event budget to strengthen industry media engagement and illustrate your value to potential clients and partners. Reduce ‘buy-now’ ad spend in the U.S., take reference from Temu that cut its budget across Meta, YouTube, and X by 31% since early April.
Scenario-Based Messaging: Have pre-approved communications for three tariff scenarios: escalation, détente, and stalemate. Share internally across the management team across various functions so that everyone is on the same page before the next development that may come with little notice.
Emerging Markets Readiness: Assess and close your marketing and communications gaps, e.g., language and cultural localization, in emerging markets such as Southeast Asian, the Middle East and Latin America. These markets can’t replace the U.S. overnight, but will become especially vital in the escalation and stalemate scenarios.
Double Down on Internal Comms: Staff are anxious. Transparent updates are more than a nice-to-have—they’re a loyalty anchor.
Nintendo’s Nimble Pivot
Among the earliest corporate responders, Nintendo provided a timely case study in effective PR amid tariff uncertainty. During Trump's first term, Nintendo shifted part of its Switch 2 console production from China to Vietnam and Cambodia to sidestep tariffs on Chinese imports. However, Trump’s April 2 announcement of 46-49% tariffs on Vietnamese and Cambodian goods disrupted Nintendo’s pre-order plans originally scheduled to start on April 9.
Confronted with this latest uncertainty, the company announced a delay in pre-orders on April 4 for its much-anticipated Switch 2 console in the U.S. However, it immediately reassured the public that the global release date remains unchanged. On April 18, Nintendo confirmed U.S. preorders will begin on April 24 and that it would maintain the previously announced $449.99 retail price for the console while adjusting accessories pricing in response to the tariffs. For instance, the Pro Controller increased from $79.99 to $84.99, and the Joy-Con 2 pair rose from $89.99 to $94.99.
Here’s what they got right:
Proactive Disclosure: Nintendo needed more time, so they were direct about the reasons behind this delay: “Pre-orders for Nintendo Switch 2 in the U.S. will not start April 9, 2025, in order to assess the potential impact of tariffs and evolving market conditions.” They also explained how the ongoing situation impacted pricing: “Nintendo Switch 2 accessories will experience price adjustments from those announced on April 2 due to changes in market conditions. Other adjustments to the price of any Nintendo product are also possible in the future depending on market conditions.”
Clarity and Confidence: Their April 18 update clearly explained the sequence: the initial delay (the “what”), the cause (tariff uncertainty), and the resolution (retail price held steady, pre-orders starting April 24). This transparent communication helped ease consumer concerns and investor anxieties alike.
Local Impact, Global Vision: Nintendo kept the global rollout timeline unchanged while adjusting plans in the U.S.—demonstrating agility in regional strategy without compromising global momentum. This dual-track approach safeguarded both reputation and revenue.
Other Asian companies are watching and learning. South Korean auto firms are quietly recalibrating their U.S. strategies. Asian home electronics players are ramping up Southeast Asian manufacturing as a buffer. The common thread? PR teams are being looped into strategic decisions earlier than ever before—not just to craft reactive statements, but to inform revamped go-to-market strategies.
For PR professionals, this isn't just a geopolitical issue. It’s a reputational gauntlet. Companies that default to defensiveness—issuing generic statements or maintaining silence—risk alienating key audiences. Those who understand what they can influence, prepare thoroughly, stay grounded in transparency and empathy will win long-term trust.
As this next chapter of global trade unfolds, the most valued PR professionals won’t be those with the flashiest slogans—they’ll be the ones who can see around corners, align with C-suite strategy, and deliver clarity in chaos.
About the author
JX (Jaxon) Tan founded Momentum AI Communications, a boutique PR consultancy based in Singapore, with a mission to simplify science and spark engagement. He was previously based in China, where he led international communications for a leading biotech company and was head of content (APAC) for PR Newswire. Reach him on LinkedIn.