 |
| President Donald Trump called on Lip-Bu Tan to resign as CEO of Intel. Crisis communications experts told Business Insider that getting a message out early and on multiple fronts is essential. Chiang Ying-ying/Associated Press |
Intel CEO Lip-Bu Tan is facing the kind of political pressure few executives ever encounter. On Thursday morning, President Donald Trump publicly called for Tan’s resignation, citing national security concerns linked to Tan’s reported financial interests in Chinese companies. The post, made on Trump’s social media platform Truth Social, sent shockwaves across corporate and political circles and Intel’s share price fell over 3% in afternoon trading.
“The CEO of INTEL is highly CONFLICTED and must resign, immediately. There is no other solution to this problem,” Trump wrote at approximately 7:30 a.m.
So far, Intel has not issued a public statement, a move that communications experts warn could be deeply damaging. According to multiple crisis management professionals interviewed by Truth Sider, silence in the face of such an unprecedented public challenge from the White House could be, in one expert’s words, “potentially fatal.”
1. Respond Fast and on All Fronts
Kevin Donahue, a seasoned communications strategist with 30 years in crisis management, stressed that Intel must act swiftly to prevent the situation from spiraling.
“It’s potentially fatal. You absolutely cannot stay mum in situations like this,” said Donahue, who leads the corporate communications group at Coologee.
Donahue emphasized that Intel’s response must go beyond a basic statement. The company should actively engage with investors, customers, employees, and even elected officials. He warned that if Intel fails to communicate across these audiences, the crisis could take on a life of its own, especially on social media, where discussion of Trump’s call to action was already spreading rapidly by midday.
Intel has not responded to multiple media inquiries, including those from Truth Sider.
Trump's tactic directly demanding a CEO’s resignation is rare, even for a president known for publicly confronting individuals and institutions. While Trump has previously criticized law firm heads, university presidents, and Federal Reserve Chair Jerome Powell, this is a bold escalation that puts corporate leadership directly in the political firing line.
A White House spokesperson confirmed the administration’s position:
“President Trump remains fully committed to safeguarding our country’s national and economic security. This includes ensuring that iconic American companies in cutting-edge sectors are led by men and women who Americans can trust.”
2. Decide Where to Stand and Be Clear About It
Michele Ehrhart, former VP of Global Communications at FedEx and author of Crisis Compass, says Intel must quickly determine whether it intends to support Tan and clearly communicate that decision.
“You have to draw a line in the sand,” Ehrhart said. “What is it you’re trying to accomplish, and how are you going to do that?”
Ehrhart recommended Intel consider putting Tan himself in front of the media or deploying a strong spokesperson who can articulate the company’s stance. In these moments, she added, the CEO becomes the company's most essential public face, especially when public trust and political perception are at stake.
Still, Ehrhart cautioned that overexposure can also reignite the controversy. She advocated for a balanced approach: issuing a clear, authoritative statement and resisting the urge to continually elaborate, which could prolong the media cycle.
“Here’s our statement. We’re not going to go beyond it,” she advised as a possible strategy.
3. Assemble a Cross-Functional Response Team
Donahue also stressed the importance of forming a crisis response team that includes legal, government affairs, public relations, and investor relations professionals.
“You need to convince all stakeholders that the board did its due diligence when it hired Tan, that they stand behind him, and that his investments if any pose no national security risks,” Donahue said.
He acknowledged the difficulty of this assignment, especially in the face of public scrutiny from the most powerful figure in the country. But he emphasized that credibility, transparency, and unity are essential if Intel is to weather the storm.
4. Build an Offramp for the President
Evan Nierman, founder and CEO of global crisis-communications firm Red Banyan, brought a different kind of insight one focused not just on the company’s messaging, but on its relationship with Trump himself.
“There’s a fundamental difference when you’re called out by Donald Trump. You need to create an offramp,” Nierman said.
He explained that when dealing with Trump, the objective should be to engage, not antagonize. That means using every available lever of influence lobbyists, political allies, and even sympathetic media to frame Intel as an ally of American interests rather than a perceived threat.
Given Trump’s transactional nature, Nierman recommended studying the President’s recent comments and policy statements to understand what might persuade him to de-escalate the situation. In his view, this behind-the-scenes strategy is far more effective than confrontation.
“You’re going to have a lot more success than telling him no, ignoring him, or trying to defend yourself,” he said.
A Defining Moment for Intel
For Intel, this controversy strikes at a pivotal time. The company has been under pressure to maintain its technological edge in semiconductors while also navigating geopolitical tensions with China, where it has both supply chain dependencies and market exposure.
Lip-Bu Tan, who became CEO of Intel in March, is a well-known figure in the tech world, having previously led Cadence Design Systems and co-founded the venture capital firm Walden International. Some critics have pointed to his ties with Chinese tech companies as a national security issue claims that have now reached the highest political levels.
Without a firm, timely response, Intel risks losing not only control of the narrative but potentially investor confidence, customer trust, and its public standing. In a political environment where loyalty and perception often trump nuance, remaining silent may no longer be an option.
