Should We Announce Our New CEO?The short answer is yes. Here are 5 things to consider.

The purpose of executive and senior leadership appointment announcements is to alert your employees, community, industry and other stakeholders to the strength and growth of your leadership team. Typically, announcing a new leader provides an opportunity to share positive news as well as give you a chance to further showcase your brand, instill confidence and build trust. It also helps your incoming leader feel welcomed and recognized by the organization.

I say typically because like all events in your organization, you need to vet your news against a few things: What else is happening in the industry, in the news and the community that could invoke a negative connotation with your announcement? Sometimes the new leader is coming because of a not-so-positive departure of the former leader. Your PR consultant can help you determine the timing and appropriateness of an announcement.

Assuming the timing is right, and the announcement will be well-received by your publics, let’s move on with the how-tos of developing your new leader announcement.

• Develop your overall messaging themes and tones. In general, leadership announcements are upbeat and immediately connect the dots between onboarding a new leader and the growth and opportunity they will contribute to the organization. The announcement should clearly show readers the benefit of this leader joining the organization and how this new individual makes the team stronger or better.

• Define your audience. You have many opportunities to showcase your brand with a new leader announcement. Determine your key audiences and what they want to know about the individual. While many organizations may write a one-and-done press release for all audiences, think specifically how to address different sectors. For instance, your local news may want only the press release and a headshot. Will this be sufficient for the trade media you building relationships with? How might you personalize the announcement for social media? Where in the community can you schedule personal meet-and-greets with your leadership so that they begin building relationships in the community, especially if they’ve come from outside of your local market?

• Cascade the message – internal then external. Your board and staff (internal stakeholders) should be made aware before any public announcements. After the leader has settled in, get them out among the people they serve to say hello and get to know their internal stakeholders. Equip them with key talking points as they begin rounding on employees and attending community events. Coach them on some of the nuances of the corporate and community cultures to help them prepare for conversations. Leaders should feel comfortable answering questions of why they joined the organization and what they plan to do to contribute to the ongoing success of the organization.

• Include supplemental materials with their announcement. These items are imperative to your new leader’s press kit:

  • Bio, including their work history, education, and philosophy of leadership

  • Headshot and, ideally, a new headshot for the new role

  • Social media handles

  • Links to relevant published articles/news stories about the leader that provides context

  • A quote from the new leader about their philosophy and what led them to the organization

  • Interesting personal information, such as family, hobbies, and other relevant facts 

5. Make the most of the first 100 days. Consider offering an exclusive to a business reporter to learn from the incoming leader how they plan to spend the first 100 days, share their leadership philosophy and offer crystal ball insights into the industry. You may choose a local reporter or a trade reporter, depending on the scope of your leader’s influence. Help your leader to establish a thought leadership strategy that helps them build trust and takes them beyond the initial announcement, keeping them top of mind for reporters covering your business or industry.

Remember, developing a well-timed and thought-out plan will help you build trust, confidence and excitement for your new leader and your brand.

Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, presence and authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.