Trump’s tariffs are coming - here’s why UK PR just became non-negotiable

Businesses worldwide are bracing for a fresh wave of tariffs. And for UK-based eCommerce brands that rely on US manufacturing or export to the States? The ripple effects could be huge.

On Wednesday, President Donald Trump announced a 90-day pause on the harshest of his sweeping tariffs, saying that more than 75 countries had reached out to negotiate rather than retaliate. Until now, it was unclear how long the tariffs would remain in place during ongoing talks with the White House.

While some may scramble to rethink supply chains or pricing, there’s one thing brands can control: how they show up in the press. Here’s why now is the time to double down on UK PR — and why it’s no longer just “nice to have.”

1. UK customers need more reasons to buy British

If US products become more expensive or harder to source, UK consumers will start turning closer to home. Brands that clearly and consistently communicate their value, purpose and USP will win out.

Strong PR gives you the platform to:

• Share your brand story with authority

• Position yourself as a viable (and exciting) alternative to big-name imports

• Build trust with UK audiences who are rethinking how and where they spend
  

2. Tighter budgets = smarter decisions

Tariffs usually lead to higher costs – whether through shipping, materials or supply chain delays. If your profit margins are likely to tighten, investing in high-ROI marketing is a no-brainer.

And PR? It doesn’t require paid ads or costly production. When done right, it gives you:

• Organic press coverage in trusted publications

• Long-term brand visibility

• Reusable assets you can share across your channels
  
  

3. Your reputation is your currency

In uncertain times, trust sells. And PR is one of the best tools to build trust at scale. When your brand is featured in the likes of Stylist, The Independent, or SheerLuxe, it does more than boost visibility – it sends a message: this brand is credible.

With more customers scrutinising their spending, that third-party endorsement becomes even more valuable.

4. Proactive brands stay visible – even in chaos

If Trump’s tariffs shake up the market, the brands who already have strong PR foundations will be best placed to respond quickly and confidently. They’ll have:

• Clear messaging

• Established media relationships

• A proven PR strategy they can adapt fast
  
  

Waiting until the headlines hit is too late. The time to build visibility is now – before the noise kicks off.

Bottom line? Whether or not Trump’s policies directly impact your business, the global uncertainty will trickle down. UK PR isn’t just a marketing lever anymore – it’s a resilience strategy.

And for brands looking to grow without relying on ad spend or unstable international markets? It might just be your smartest investment yet.

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