Not every CEO transition goes as smoothly as when Northwestern Mutual’s Edward J. Zore departed the company in 2010. Executive transitions can be a sensitive business, says Robert Van Hook, president of Washington D.C.-based Transition Management Consulting. “PR’s responsibility is huge,” he says. “The message you are communicating affects the future of the organization.” To help a transition go smoothly, here are some tips from Van Hook:
• Have a clear sense about what is confidential and what is not. You may be privy to sensitive information relating to the CEO transition.
• Know who your boss is. When the CEO is on his way out the door, often the board chair will be calling the transition shots on PR/communications.
• Information is power. Senior leaders begin jockeying for position when the CEO leaves. Watch for people wanting to tap your insider information.
• Keep it real, but be kind. Protect the outgoing CEO’s legacy while showing enthusiasm for what is coming next.
PR News subscribers can read how Northwestern Mutual creatively honored its CEO's departure in the case study: "Have a Million Minutes to Give? Northwestern Mutual Employees Did, as a PR-Rich Going-Away Gift for a CEO."