President Donald Trump publicly called for the resignation of the CEO of Intel, Lip-Bu Tan, to the intensification of a meticulous examination of the presumed executive links with Chinese companies and the creation of one of the most critical technological companies in America in crisis.
“The CEO of Intel is very conflict and must resign, immediately. There is no other solution to this problem,” Trump posted on Trum social around 7:30 am, in a direct attack that has traveled the markets and took Intel off guard. The actions of the company fell 3.1% by the end of trading.
The controversy broke out after a republican senator has raised concerns about TAN’s financial interests in Chinese companies. Trump’s reaction, however, has increased the issue of a routine verification problem to a political storm and full -fledged public relations – which is now threatening to undermine confidence in Intel at a time when the United States is fighting to regain its global theater advantage.
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In a statement sent to journalists a few hours later, an Intel spokesperson said: “Intel, the board of directors and the lip Tan are deeply determined to advance American national and economic interests and make significant investments aligned on the president’s first program in America.”
But for many observers, damage can already be in progress. Veterans crisis communication experts warn that the situation could quickly spiral unless Intel made decisive measures to control the story.
While Trump has long targeted government officials, business lawyers and university presidents, it is rare that the president directly calls for the eviction of a CEO in an audience of a large American company. In this case, the attack comes in the middle of the broader repression of the administration against the Chinese influence perceived in the high-tech sectors and when it puts pressure for the return of advanced manufacturing jobs in the United States
“President Trump remains fully determined to protect the national and economic security of our country,” said a White House official in a statement to Business Insider. “This includes the guarantee that emblematic American companies in cutting -edge sectors are led by men and women to whom Americans can trust.”
Lip-Bu Tan, a veteran from the semiconductor industry, was appointed Director General of Intel in March. Although seen by some as a strategic leader and connected on a global scale, its past investment links have now caught fire at the highest levels.
Crisis management experts weigh
The crisis management experts who spoke to Business Insider said that Intel had to solve the front problem to avoid other crises. The American flea manufacturer has tried to overcome his slowdown years, marked by incessant drops in income. Tan was appointed CEO of the company in order to relaunch its fortune.
Kevin Donahue, a 30 -year -old veteran of business crisis communication, warned that Intel should act immediately.
“It’s potentially fatal,” said Donahue. “You absolutely cannot stay mom in situations like this.”
He urged Intel to issue a robust and multi-pont response to address investors, customers and government stakeholders, while anticipating how the story could evolve online. “Otherwise,” he said, “the crisis grows.”
Another industry expert, Michele Ehrhart, former vice-president of Global Communications at Fedex and author of Crisis Compass, said that Intel must decide or not to receive publicly.
“You must really trace a line in the sand on what you are trying to accomplish and how you plan to do it,” said Ehrhart, who is the author of the book “Crisis Compass”.
Ehrhart noted that setting up tanning in front of the press could help restore confidence, although it has warned of over-commissioning.
“Here is our declaration. We are not going beyond, ”she advised.
Donahue also recommended Intel to bring together a team of rapid response from legal experts, public relations and government affairs to coordinate messaging and demonstrate the confidence of the council in the appointment of Tan.
“This is a major challenge,” he admitted.
Manage Trump’s attack
But Trump’s involvement adds an unpredictable unique element. Evan Nierman, CEO of the Crisis public relations company, Red Banyan, said that the treatment of a standard political personality is one thing, but facing Trump is another matter entirely.
“You must create an offramp,” said Nierman, advising Intel to find a diplomatic means of defusing. “Contact people close to the president and try to demonstrate the alignment.”
Nierman called Trump’s political style as “transactional” and suggested that a meticulous examination of his messages and speeches could reveal what Intel could say or offer to make him take a step back. “You are going to be much more successful than saying no, ignore it or try to defend yourself.”
A new test for American companies
The episode highlights a new reality for American companies: doing business, in particular in sensitive sectors such as semiconductors, now involves navigating geopolitical tensions with high issues, internal political pressures and personal attention of the president himself.
For Intel, the way he manages this moment could determine not only the future of his leadership, but also his credibility with investors, regulators and allies at a time when the United States make historical investments in the reshaping of flea production.
On Thursday evening, the Board of Directors of Intel had not announced any change in leadership. But few expect that it fades quietly, not while the president continues to publish.
