Karla Jo Helms Preps MULO Brands for the Impact of Tariffs

Karla Jo Helms runs an agency — JOTO PR Disruptors — that describes itself as “the anti-PR agency.” What does that actually mean? They focus on facts and pragmatic guidance rather than just media hype.

To that end, Helms advises brands that may be wondering how to best prepare for U.S. trade tariffs.

What should brands be thinking about and why?

“Consumers are no longer passive—they’re informed, skeptical, and demanding. If businesses want to survive this economic shift, they need to lead with transparency, operate with agility, and control their own narrative—before someone else does it for them.”

What are some things to consider and act on?

• “Consumer Spending is Shifting Permanently: With prices rising, consumers are gravitating toward value-driven purchases, private-label brands, and discount retailers. Loyalty is weakening as price sensitivity strengthens.

• The Tech Industry Must Fortify Its Backbone: Infrastructure investments in automation, predictive analytics, and domestic sourcing are now critical—not optional.
• Old PR is Dead. Credibility is the New Currency: Businesses must ditch scripted press releases and embrace earned media, real-time social engagement, and unfiltered stories shared across major platforms and podcasts.
• Retailers Must Communicate Value—Not Just Pricing: Small businesses and retailers must be upfront with their customers about why prices are rising—and show how they are adding value, not just passing on costs.
• Lean Innovation Creates Market Opportunity: Solutions that are affordable, tech-driven, and easy to use—like subscriptions or product-as-a-service models—can build new revenue streams while answering rising consumer demands.

• Direct Customer Engagement is No Longer Optional: The businesses that will weather this storm are those that actively listen to and adapt to their customers—on social platforms, through feedback channels, and in public conversations.”

Rather than just stressing and panicking, smart brands will use this as an opportunity to build trust with their loyal customers and look for opportunities to build campaigns and locally-targeted community programs to reflect the fact that “We’re all in this together.”

Adds Karla Jo Helms:

“You don’t just “market” your way out of a crisis,” Helms added. “You educate your way out—and the right media, message, and momentum make all the difference.”