The Challenge of Communicating the Sudden Loss of a Leader

By: Cass Bailey, CEO Slice Communications

As we have seen in recent weeks, the sudden loss of a leader is a profound event that can unsettle an organization, its stakeholders…and, sometimes, the very broad public.

It is almost always unexpected, which is why effective communication during such a crisis is crucial to maintaining stability and trust. Based on my professional experience, and the best practices of other companies who have handled similar situations, my biggest piece of advice is to “focus on who and what matters.” Here are some key strategies for internal and external communication following the death of a CEO that build on that core concept.

1. Prioritize internal communication.

Reach out to employees immediately to prevent misinformation. It will feel raw and uncomfortable, and it may feel impossible to communicate as quickly as the news media can. But it’s critical that you stick to the facts, share only what is provable, and provide interim leadership plans. Expect the internal message to be shared widely.

2. Recognize the emotional impact on all employees at all levels.

Offer counseling services and create spaces for employees to express their grief. Be mindful of the organizational culture and the diverse ways employees may process grief, and understand some may have complex feelings. Tailor support mechanisms to accommodate these differences. Expect an impact on productivity.

3. Quickly align on external communications.

Develop a consistent message for external stakeholders, including clients, investors, and the public. Coordinate with the late CEO’s family to ensure the communication respects their wishes and maintains consistency. Stay focused on the most important people during this tragic time, and do not try to overextend the communication or be responsive to the market. Simplify the communication. Protect the company’s reputation by not over-communicating, over-controlling the communication, or trying to leverage the news to move forward the business’ interests. Stay present and in the moment until all the knowable information is known and communicated appropriately. Remember, transparency during this period reinforces confidence in the organization’s resilience.

4. Call on and get help from trained experts.

By that I mean, designate a spokesperson to handle media inquiries, ensuring that all information disseminated is accurate and respectful. This approach helps stay focused on what is known and certain and prevents the spread of rumors.

5. And it may seem obvious, but activate succession plans.

Implement pre-established business continuity plans to provide clarity on interim leadership. This preparation is vital for organizational stability. Designate a person to take leadership, even if it’s temporary, so that there is clarity about who is in charge and making decisions. Communicate who that person is and what qualifies them for the role. This is where good crisis planning comes into play.

It will always be a challenging situation to communicate through, but it is possible to navigate with compassion and professionalism if you have a thoughtful communication strategy and robust succession plan, focused on who and what matters.