Shutdown Strategy: How Comms Pros Can Control the Narrative
by maren hersam | march 10, 2025
With the government shutdown looming this week, PR professionals representing conservative clients need a solid communications strategy. We’re here to help by delivering your concise playbook for navigating the challenges ahead.
This is also the perfect example of one of our favorite sayings: be proactive so you don’t have to be reactive.
Frame the Narrative
The side that defines the terms of debate usually wins it. Prioritize policy over political theater. For conservative PR professionals, this means:
Replace "government shutdown" with "funding pause" or "spending review" for more clarity and less panic.
Shift focus from a negative like "closed government" (sounds too Democrat-coded) to a positive framing like maintaining "fiscal responsibility."
Transform "partisan gridlock" into "constitutional oversight."
Reframe "crisis" as "necessary negotiation."
Control the language to control the conversation!!!
Key Message Points for Clients
Equip your clients with some streamlined talking points:
Constitutional Process: "Our founders designed the budget process to require deliberation and compromise." Explain how government shutdowns are nothing to panic about and are purposefully integrated into our government process to encourage negotiation.
Fiscal Responsibility: "We're standing firm because the next generation can't afford more reckless spending." Explain why this is more than politicians being stubborn, but it is necessary for building a better future.
Essential Services: "Critical government functions continue uninterrupted, including [relevant to your client's sector]." Minimize public panic and explain how key services will not be affected.
Historical Precedent: "Previous funding gaps have resolved without lasting damage to our economy or institutions." Continue to minimize panic and outline how this is in no way an unprecedented event.
Media Relations Strategy
When fielding press inquiries:
Anticipate the framing: Most reporters will approach from a "crisis" perspective. Redirect immediately: you should know going into the news cycle how your client/boss will react. If not, have that conversation.
Humanize your position: Emphasize long-term benefits to families and communities from fiscal restraint. One of our favorite terms is “kitchen table issues.”
Provide contrast quotes: Offer clear, quotable statements that present your perspective alongside prevailing narratives.
Stay discipline-focused: Keep returning to the fundamental spending issues rather than the hostility and partisanship behind the word “shutdown.” Shutdown, from a mainstream perspective, is usually equated with “will I get my mail?” or “federal workers won’t have to go into work— is that worth it?”
Digital Communications Tactics
For online messaging:
Create infographics showing essential vs. non-essential government functions.
Develop shareable statistics on federal spending growth.
Prepare client impact statements emphasizing continuity. Put quotes in an image format for visual medium platforms like Instagram.
Crisis Management Considerations
For PR professionals managing constituent-facing clients, like elected officials:
Prepare statements in advance for various resolution scenarios so you can react quickly.
Develop sector-specific guidance for impacted industries.
Create FAQ or one-sheeter documents addressing concerns
Establish clear communications protocols for your clients during the uncertainty
Audience-Specific Approaches
Be sure to tailor your messaging to your audience–this could be your client/boss’s constituents, a journalist, or producers.
Identify the aspects they care about most and emphasize those.
Do not overwhelm your audience with too much general information that does not apply to them.
Anticipate questions your audience would have and respond to those, like constituents calling the office asking for clarification, or, to air their grievances with how your boss voted.
The comms Advantage
While others scramble during uncertainty, as PR professionals, we see it as a strategic communications opportunity. The potential shutdown allows you to position conservative clients as leaders willing to withstand temporary pressure to achieve long-term goals.
