Every now and then, on a business platform like LinkedIn or X, you’ll read of a ‘revolution,’ a ‘seismic shift,’ or a ‘sea change.’ Often, these claims are overstated. However, one area where such claims are not exaggerated at present is international trade. 

The new administration in the United States has ushered in a different approach to trade relationships. The America First approach – which, as just one example, uses tariffs as a tool to address trade imbalances and national security concerns – has specific implications for South Africa.  

In times of change, it pays to be informed, and to be able to communicate your worth, so that you’re not left behind. This is the challenge facing many South African producers and industry associations. Our country produces so much that is of worth, and the export economy is such a remarkable tool through which inclusive growth can be achieved. But the playing field is getting noisier and murkier. It isn’t as easy as it was a few months ago to cut through the commotion and say to the American, or any other market, “You need my product”. 

What also makes South Africa unique is that the upheaval on the international scene is accompanied by an equally large upheaval on the national scene. With the Government of National Unity we have in many senses entered terra incognito – as we saw last week with the Budget delay. Knowing how government processes work, knowing which levers can be used, knowing which arguments ring true in the new political reality, is essential for South African businesses who deal with any legislative and regulatory challenges.  

Making the case for export-friendly decisions at home and abroad has gotten infinitely more urgent. The old playbook with the usual polished messages must be torn up. Unfortunately, in communicating their worth, many companies and associations respond to the fast-changing landscape with speed, while the right response is strategy. You shouldn’t just react to the world, but bend it to your advantage. 

The lay of the land, the unique character of an industry or sector, the argument that captivates – without finding these three elements, communication cannot exert influence.  

The changes afoot in international trade as well as the local legislative and political landscape are hastening the movement away from “public relations” or “corporate communications” to true strategic communication.