CASE STUDY

Public Diplomacy Case Study

Public Affairs & Government Relations

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Overview & Strategy

In 2025, Signal Group launched a specialized training and strategic advisory program for foreign embassies in Washington, D.C., focused on navigating the new media and political ecosystem under the Trump administration. With the rapid shift toward right-wing media dominance and MAGA-aligned policymaking, embassies needed tailored guidance to engage effectively with U.S. stakeholders, avoid political pitfalls, and protect bilateral relationships in a volatile environment.

Signal Tactics

Signal provided embassies with private training sessions and strategic frameworks specifically designed for the current American political landscape. Our approach combined media ecosystem analysis, right-wing messaging adaptation, and stakeholder engagement planning. The trainings helped embassies understand how narratives move through conservative media, how to frame traditional diplomatic priorities in ways that resonate with the new political base, and how to anticipate reputational risks.

WHAT WE DID

Private workshops on U.S. right-wing media dynamics and influence mapping

Strategic message reframing aligned to five dominant right-wing narratives

Stakeholder-specific messaging for engagement with Congress and media

Embassy media training focused on interview preparation for conservative outlets

Risk assessment and crisis communication planning in a politically charged environment

Follow-up counsel on public remarks, event framing, and media engagement

RECOGNITION

Results

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Signal presented to nearly 300 people from more than 20 foreign embassies and diplomatic missions, including a private training with the Canadian Ambassador to the United States. Additionally, Signal’s work has helped embassies recalibrate their U.S. engagement strategies for maximum effectiveness under the new administration. For example, following Signal’s advisory support, Canada reframed its messaging to focus on shared economic and security interests, helping drive a rare bipartisan rebuke of Trump’s tariffs by Senate Republicans. Several embassies have continued private advisory engagements with Signal, citing the trainings as “essential” to navigating the Trump-era Washington landscape.

300

People

Foreign Embassies and Diplomatic Missions

CASE STUDIES

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