Five overlooked ways your industry group can shield, guide, and amplify your voice when it matters most
An article in Fortune last week detailed the U.S. Chamber of Commerce’s deliberations on whether or not they would sue the Trump administration on behalf of its members to halt its global trade policies. In the same story, while the Chamber decided not to file suit, the story surfaced an important point: “many big-company CEOs are leaning on trade organizations for tariff talks.” This is a critical takeaway for almost every leader in the U.S.
But, first a little definition. A trade association is “a nonprofit organization made up of companies or individuals in a particular trade, industry, or sector that works to promote, protect, and advance the shared interests of its members.” Simply put, associations are the megaphone of an industry.
A trade association can also be the best vehicle to make the case against the government if your issue is shared by your industry. It prevents your organization from being the face of whatever issue you are challenging.
Being part of a trade association also means strength in numbers. It’s not just you, it’s everyone in your industry advocating for something – and that has an impact.
But, the value of a trade association doesn’t stop at advocacy. In a crisis, trade associations can be a critical layer of protection. Here are six specific ways they help
- Coordinated Response: When something goes wrong – whether it’s reputational, regulatory, or political – trade associations bring members together fast. They share talking points, issue joint statements, and help align messaging so no single organization stands alone. Many have built-in infrastructure for operational response – committee protocols, member hotlines, or rapid advisory groups – that kick in when the stakes are high.
- Regulatory and Legal Shielding: Associations often handle engagement with regulators on behalf of their members. They provide legal briefings, coordinate joint filings, and offer a layer of protection when scrutiny rises. You’re not just reacting – you’re responding with backup.
- Political Cover: Sometimes your company can’t afford to be the one challenging a government policy, but your trade association can. They can take the lead, absorb the attention, and make the argument without exposing individual members to political or reputational blowback. This is especially important during policy negotiations, where trade associations can speak directly to regulators about the economic impact on the sector as a whole.
- Real-Time Intelligence and Peer Learning: Associations act as a hub for lessons learned, case studies, and live updates during a crisis. They give members the chance to learn from each other’s experience instead of repeating mistakes in isolation.
- Reputational Recovery Support: After the immediate fire is out, trade associations can help repair trust. They can promote responsible member behavior, amplify positive industry stories, and reframe narratives through coordinated public affairs campaigns.
In writing this piece, I reread a post I did on the importance of including government affairs in crisis preparation. Trade associations are just one part of a crisis management strategy that should fall under the umbrella of government affairs. It’s from February 2023, and I didn’t even begin to realize how applicable it would be to today.
If you are an organization that is not at all affected by the government, you can stop reading. If you didn’t stop reading, dive into this: Why It’s Necessary to Include Government Relations in Your Crisis Planning.
If your organization isn’t actively engaged with your trade association, now is the time to reconsider. Strength in numbers isn’t just a slogan – it’s a survival strategy.
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
