Tip #1: Prepare for chaos. But not as much.

In many ways, we know what to expect from a second Trump term based on what we saw in the first term. There will be some amount of chaos — staff turnovers, changing legislative priorities, a shifting judicial environment. But the biggest difference between 2024 and 2016 is that the Republican Party is united behind Trump and likely to smooth the way for his legislative priorities.

The very slim House majority is likely to cause chaos of its own. If and when additional House members resign to pursue Cabinet appointments, the Republican majority could be as small as one vote — meaning a single defection could result in a tie. Trump will likely move quickly to enact a 100-day agenda focused on taxes, immigration and tariffs, but that might not be possible if Cabinet confirmations tie up the Senate and the House can’t hold its small majority together.

“The chaos may still be there, but it may not be as constant,” says John Bennett, CQ and Roll Call White House correspondent and editor-at-large. “The Trump administration was figuring it out by 2019 into 2020. They were learning how to use the federal government and congressional rules, and I think they will be more effective in using those this time around.”

Overall, while the second Trump administration is more prepared, don’t expect smooth sailing. Public affairs professionals will need to be nimble and creative in the next four years to adapt to events as they unfold. Ensure that you have a Plan B (and C, D, even E). And look at non-legislative strategies such as executive actions or state-level actions that can bypass a nonfunctioning House of Representatives.

Tip #2: Focus on the administration’s overall goals, not necessarily its solutions.

Trump has made his goals clear: He wants to elevate American economic and energy dominance. Some of the solutions he has suggested to achieve these goals — tariffs, in particular — could have long-tail harms for industry and the American people.

Instead of focusing on blocking Trump’s preferred policies, consider ways to help the administration achieve its overall goals through alternate solutions. Propose alternative policy pathways that, if enacted, could be seen as an overall victory for the Trump administration while being less disruptive to your sector or industry.

Public affairs professionals will need to avoid binary good/bad thinking and instead come up with the “third idea” — a new solution that creates a win for all sides.

“Good lobbyists and public affairs people know there are many ways to accomplish a goal,” says Pinkham. “Suggest another path to the goal. Give them other options and, if it’s a good fit, offer to help them achieve it.”

Tip #3: Hire for skills, not relationships.

As with the first Trump presidency, public affairs professionals will likely face a lot of pressure to hire “insiders” who have an established connection to the new administration or to Trump himself.

Those hires can have a huge cost in both money and embarrassment — think Michael Cohen or Corey Lewandowski, who charged enormous sums for access to the Trump administration and were not able to deliver. Worse, as both men were associated with scandals and legal troubles, their clients were tainted by association.

Instead, and as always, we recommend hiring the most talented, experienced and creative public affairs professionals, regardless of their existing relationships. Relationships can be formed and nurtured, but creative thinking and problem-solving are harder to develop quickly.

“You’ve still got to hire the best people you can get. Even if they’re not close to a particular person, they’ve seen it all,” says Pinkham. “Don’t lower your standards.”

Tip #4: Focus on the reconciliation process.

With Sen. John Thune leading the Senate, it’s unlikely the filibuster will fall. Therefore, any legislation will be subject to the filibuster — unless it happens under the reconciliation process.

Reconciliation allows for certain specific bills to pass both chambers with a simple majority. Major legislation related to tax cuts, tariffs or immigration would likely fall under the reconciliation process.

“Reconciliation is going to be the Republicans’ best way of passing their policy priorities, like taxes and energy,” says Mary Ellen McIntire, House and Senate campaigns reporter for Roll Call. “Even immigration could go through the reconciliation process.”

As you’re contemplating moving your legislative agenda in 2025, consider ways to fold it into the reconciliation process. Think about the spending requirements of your preferred outcome and how you can get them written into the budget. Find House or Senate champions who share your goals and work with them to create a reconciliation-friendly version of your bill.

Tip #5: This is an anti-corporate populist moment. Don’t play the villain.

Republicans can no longer be counted on to pursue a pro-business agenda, and the next four years could be rocky for corporate public affairs practices.

Trump’s populist agenda appealed to voters who felt left behind as prices (and corporate profits) soared. JD Vance rose to prominence as a populist voice for poor and rural Americans. And Robert F. Kennedy Jr.’s distrust of pharmaceutical and food companies resonated with millions of voters.

We’re in a populist moment when distrust and dislike of corporations are at all-time highs. Public affairs professionals representing corporate interests and working closely with CEOs must be careful not to fall into the trap of acting like the victim — or the villain.

“Recognize anti-corporate populism when you see it,” warns Pinkham. “And don’t step into the role of the bad guy.”

If legislation is suggested or introduced that is contrary to your interests, don’t express outrage or portray yourself as the victim. This could only increase the public’s anger toward corporations generally and yours in particular. Don’t garner negative attention by talking about ways new legislation isn’t fair or could punish your industry (even if it’s true!).

Instead, accept criticism and redirect it toward more positive outcomes that can be considered win-win for both populists and corporations. Practice humility and strive to be solutions-oriented.