How to communicate a change of leadership

There is a relentless pace of change in every sector across the UK and with that comes changes of leadership. Leadership transitions are pivotal moments for any organisation, often bringing fresh perspectives but also uncertainty.

Effectively communicating such changes ensures stability, confidence and a positive outlook among stakeholders. Here’s some tips to help you navigate the process.

Plan your story

Every leadership change has a story. Why is this change happening? What does it mean for the organisation, its people and customers? Whether it’s a strategic shift, a natural successor or growth driven, providing clarity in the rationale builds trust.

Frame the new leader’s vision within the communication strategy to show continuity while highlighting new opportunities.

Engage with your people first

Your team is your strongest advocate but could also your biggest concern. Before going public, communicate with employees in an honest and transparent manner. Host team meetings to address questions and provide reassurance. Equip managers with key messages to cascade within their teams, ensuring alignment and consistency.

Create tailored content

Clients, partners and investors should hear the news from you directly, not through the grapevine. Create tailored content for these groups, such as personal emails, calls and even meetings if necessary. Highlight how the new leadership will strengthen relationships and deliver even greater value.

Use multiple channels

Leadership changes resonate differently across audiences, requiring a diverse communication approach. A news release or website announcement offers broad visibility, while social media can help humanise the story with visuals and personal touches. Consider a video interview with the incoming leader to showcase their personality, vision and enthusiasm.

Celebrate outgoing leadership

If the transition involves a departure or a change of role, publicly recognise the contributions of the outgoing leader. This demonstrates gratitude and professionalism, fostering goodwill internally and externally. A seamless handover boosts confidence in the organisation’s long-term stability.

Monitor and review

Leadership announcements often generate immediate feedback. Monitor sentiment across channels, respond to enquiries promptly, and be prepared to clarify or expand upon key points. An active, engaged approach shows that you value stakeholder opinions and concerns.

Communicating a leadership change isn’t just about announcing the ‘who’ but embracing the ‘why’ and ‘what’s next’. Done well, it can create excitement, build trust and reaffirm the organisation’s commitment to its people and purpose. With the right plan, organisations can turn change into a moment of opportunity.

Freshfield has been advising organisations on changes of leadership for over 20 years. If you want to discuss a project, in confidence, contact Simon at hello@freshfield.com. Given the sensitivity of such announcements, we are prepared to sign non-disclosure agreements.