What does it mean to lead during a trade war that’s as much about narrative as it is about policy? That question anchored this edition of Comms in Question: Comms lessons from the trade war trenches. Former Ontario Premier Kathleen Wynne, former Progressive Conservative party leader Tim Hudak, and veteran NDP political strategist Brian Topp joined our host Lloyd Rang to talk communications, power, and the politics of perception in a shifting Canada-U.S. trade landscape.

The conversation covered big-picture policy and political divides. It also delivered sharp insights for communicators navigating leadership, alignment, and public trust—especially in a crisis.

If you didn’t get a chance to join the discussion live, you can watch the recording here.

Coordinate Your Message

Get your messaging in sync across all levels of your organization. That’s a best practice, in general, and a strategic imperative during times of uncertainty. Our panelists emphasized the success Canadian federal and provincial leaders found in presenting a united front in response to trade threats despite their political divides.

“There has to be a strategy, and there has to be a relentless communication between the provincial and the federal level,” said Wynne. “That’s what will build on the success we’ve had so far.”

When everyone “sings from the same songbook,” the message is clear, strong and understood by your audience. That builds trust. So, it’s critical to make sure your messaging is consistent and complete. That includes tone and word choice. Anything less and you risk signalling unpreparedness and weakness. 

 

Communicate Through the Chaos

All of our panelists spoke about the importance of cutting through the noise—especially when facing a chaotic opponent. 

“The Trump Administration is acting so chaotically on so many fronts,” said Topp, “that I’d be willing to bet that Americans are not hearing a lot of what the United States has to say.” 

The Trump administration is an intentional paradox: Speak loudly and often so as not to be understood. Leaders need to know that audiences will have a harder time hearing them, so they need to make their message as clear and straightforward as possible. 

Hudak pointed to Ontario Premier Doug Ford as one of the few leaders who managed to land a “punch that got the president’s attention,” using targeted messaging that resonated on both sides of the border. Hudak’s advice for effective crisis comms: keep it simple, hit the right audience, and don’t be afraid to be direct. 

 

Tell Your Story Before Someone Else Does

Telling your story effectively applies broadly. Whether you’re a CEO, a mayor, or a media advisor, staying silent during moments of tension allows others to define your position for you. 

Countries wage trade wars with tariffs, but the court of public opinion decides the ultimate winners or losers. Our panel emphasized the role of proactive storytelling, especially from business leaders and advocates.

Hudak shared that leaders have “an obligation to fight for the [people] on their payroll…” Leaders need to tell their stories in a language that people will understand. In the context of the current trade war, some of that story is about the impact on jobs and the local economy. Speak up and speak early.

 

Invest in Trust and the Infrastructure to Hold It

Topp offered a sobering take on the long-term implications of this trade war: The deep trust Canada once had in U.S. institutions is permanently fractured.

“This is a time when you need to have a village square.”

 “No country survives a conflict with another country if you can’t tell your story to yourself,” Topp said on the economic war with the U.S. and threat to Canada’s independence, “Blowing up our public broadcaster [CBC] would be bonkers. This is a time when you need to have a village square.” 

This wasn’t just nostalgia—it was a call to leaders to invest in the platforms, narratives, and institutions that build shared understanding. When instability hits, the story people believe will depend on who’s telling it—and how accessible it is. Journalists are dwindling and the media landscape has changed; organizations need to be their own newsroom.  

 

Crisis Reveals Character—and Leaders Must Be Ready

When things break down, leaders need to speak up. Crises are a reminder that communications isn’t just about information—it’s about delivering care, confidence, and leadership, even when the outcome is uncertain. Panelists reflected on how crises spotlight unexpected leadership throughout the webinar from Wynne’s recollection of the 2013 ice storm to Lloyd Rang’s observation that “crisis reveals character.”

Wynne summed it up well by highlighting that the leader’s first job is to know who’s in pain and then reassure people by showing them there’s a strategy and a plan. 

Communications can’t come last. In a noisy, unstable, politically charged environment, it’s your first line of defense—not a backup plan. Effective leaders understand what’s at stake, speak with purpose, and consistently show up with clarity and conviction.

 

Thank you again to our incredible panelists: Brian Topp, Tim Hudak, and Kathleen Wynne.

Does your organization need strategic communication advice to navigate through these uncertain times? We’re here to help. Email us at info@curiouspublic.com to get in touch.