Any time a new CEO is named, market uncertainty can impact stock performance. When a Fortune 100 announced a new CEO — only the 5th in its 100+ year history, the news would be assessed by internal and external stakeholders, with particular attention from business press, investors and general consumer media.

To ensure confidence in leadership remained high during this transition, a strategic, thoughtful communications approach to the transition was mandatory through the development and execution of day 1 communications and a 100-day internal and external communications plan

Communications goal: Deliver clear, consistent messaging from, and about, the new CEO that would focus on merits as a business leader first, and the ability to lead a seamless transition.

• Core messaging focused clearly on CEO’s previous internal leadership role and collaboration as strategic architect of the Company’s current course, which generated double-digit EPS growth for more than 30 consecutive quarters. The Company’s stock grew in the hours and days following the transition announcement.
• Associates: Following Day 1 communications, developed core message platforms and scheduled Town Hall meetings with key North American and International market associates; 90% of associates indicated they had message clarity on priorities, strengths and challenges, as measured through post survey.
• As a result of effective CEO employee engagement and press relations efforts, BusinessWeek awarded the company its “smoothest transition award” for the calendar year.
• As share price increased and clear, consistent messaging resonated on Wall Street and in business press, Chairman recommended communications plan and execution results be presented to Harvard Business Review as case study for value-driving communications.