The second Trump Administration presents a worst-case scenario for companies of all sizes. Communicators must navigate a chaotic policy landscape—ranging from tariffs and investigations to funding cuts and industry-altering executive orders—while contending with an increasingly fractured media environment that complicates effective communication.
GSG’s Communicating in Chaos 2025 aims to help, laying out data on where Americans go for trusted information, who they trust to provide that information, and more. Through both a national survey of voters and in-depth conversations with corporate communications leaders, this report arms communicators with insights to help them reset and refocus:
- Only 3% of Americans completely trust large corporations, with 23% somewhat trusting them, reflecting a credibility crisis similar to that faced by the federal government.
- 41% of consumers reported losing trust in large corporations over the past year.
- No news source – across social, traditional, and new media – is completely trusted by more than 22% of Americans.
- Trust in CEOs has declined, with 53% of Americans stating they are neither more nor less likely to trust a company after hearing from its CEO.
Recommendations include:
- Hit reset. The chaos of this moment has far exceeded what most people expected. The strategic communications plan for the year doesn’t need to be thrown out, but it likely needs a refresh.
- Attune your “riskometer.” CEO-level communications are riskier in this environment. The consequences are greater for the organization and executives personally. The old standard for evaluating the risk of a message, interview, or social post needs to evolve.
- Run your own race. In chaotic times, it is best to prioritize communications that are directly related to your business goals. Since 2016, C-level executives stepped in to fill a void in leadership and their stakeholders and the public responded well – that’s changed significantly amidst today’s noise. We recommend tethering your communications to clear business narratives and company mission.
- Invest in owned media. When it comes to corporate news, people are still turning to traditional media and your channels – including websites, press releases, and YouTube – for reliable information.
Download the full report to get all the data and analysis.