In a time now defined by rapid-fire headlines and economic uncertainty, association marketing and communications (marcom) professionals find themselves not just telling their members’ stories—but also looking a ways to inform, unite, and help them navigate through it all.  

The recent intensification of the tariff news between Canada and the U.S. has turned up the heat on industries ranging from manufacturing to agriculture, and associations must act as steady guides through the all the smoke.  

But when the political landscapes shift overnight and economic implications evolve by the hour, how can association marcom teams stay on top of issues management and continue to lead with clarity, credibility, and care?

Accept That Uncertainty Is the New Norm

Remember the old adage, no use in crying over spilt milk. Time to ‘buck up’ and acknowledge that we’re not in a cycle of change—we’re in an era of it. Marcom professionals must design systems that anticipate uncertainty. This means building communications strategies that are flexible, revisable, and responsive without being reactive. 

How? Establish a “crisis cadence”—a rapid-response workflow with defined roles, review checkpoints, and a clear line between internal monitoring and external communication. For further information, read my previous blog on how to build a crisis communications check list. 

Monitor Multiple Sources

With a constantly shifting news cycle, it’s easy to get overwhelmed. Assign a team member or a rotating role responsible for monitoring reliable news outlets, trade publications, government updates, and partner organizations. Use tools like Google Alerts, Feedly, or even AI-powered summarizers to help stay informed without drowning in data. 

Learn on members expertise, knowledge, and resources. Remember your community strength and utilize to bring the community together, stronger than ever. And also look at strategic partners to help share resources, knowledge, and key information.  

A good tip! Compile a daily or weekly digest of relevant developments that your leadership team and marcom staff can review quickly. This avoids misinformation and ensures alignment.

Develop a Living Issues Brief

When issues like tariff disputes evolve daily, having a static media message doesn’t cut it. Create a “living” issues brief—a shared document updated in real-time—that outlines: 

  • The latest developments 
  • Talking points for staff and volunteers 
  • Member FAQs 
  • Potential scenarios and responses 

Use your Resources: Tools like Google Docs or SharePoint that allow version control and collaborative editing.

Lean Into Thought Leadership

Your members are looking for clarity and a sense of direction. Position your association as a source of expert insight. This doesn’t mean having all the answers but offering analysis, perspective, and a calm voice in the storm.  Also a voice that rallies members and reminds them they are leaders in their field and have overcome other storms in the past and thrived. This isn’t mitigating the situation this is simply building a strong community to help all overcome these challenges as best as possible to thrive.  

Also remember to reduce ‘knee-jerk’ reactions to news of the day and get your information developed but sometimes marcom needs to go in a holding pattern to see how they news of the day fully plays out and its impact – especially given the tariff news that is fast, furious, and ever-changing. Check out my previous article on mindful marketing.   

How?  Develop quick-turn content such as member eblasts, use your newsletters, LinkedIn articles, explainer videos, or President, CEO or Board updates to interpret what these developments mean for your specific sector.

Strengthen Your Stakeholder Relationships

Marcom teams should deepen connections with government relations, policy, and legal teams. Don’t have a government relations in-house expert – then look to your strategic partners, Board members and leadership to help navigate through this with the resources you have realistically in-house. Members need to hear a calm and authentic voice and want to be informed. So be sure to provide information that is useful and helpful to them.  

Plan for a Range of Scenarios

As the tariff situation escalates or de-escalates (depending on the news day), your members will need guidance under different outcomes. Scenario planning isn’t a luxury—it’s a necessity. 

Tip: Work with your leadership team to identify best-, worst-, and middle-case scenarios. Prepare communication templates and key messages tailored to each.

Stay Human and Member-Centric

Above all, and most importantly, speak to your members with empathy. Acknowledge the challenges they’re facing, and show that your association is not just aware, but actively supporting them day-in-day out.  

Tip: Share member stories, testimonials, or frontline quotes in your communications. This grounds your messaging in reality and reminds stakeholders of what’s truly at stake. 

By embracing flexibility, staying informed, and leading with empathy, associations can turn moments of disruption into opportunities to demonstrate real leadership and help ease members’ concerns.  

As we continue to navigate this unfolding chapter in the Canada-U.S. trade relationship, one thing is clear: communication isn’t just part of the strategy—it is the strategy.