08-07-2025
When A Founder Steps Down And A New Leader Steps Up: 18 PR Tips
When navigating a founder's exit, how a company communicates the story both internally and externally can make all the difference in how people view its future. A leadership change naturally raises questions about business stability and growth, so it's vital to be clear, honest and consistent.
The right PR strategy can celebrate a company's brand story, reassure stakeholders and set a new leader and the whole organization up for success. Here, 18 members of Forbes Agency Council share practical tips for managing this momentous transition with confidence and strengthening brand reputation along the way.
1. Convey Both Stability And A Shift In Direction
When a key leader steps down, it's essential to communicate a compelling brand vision that blends trust in the company's heritage with excitement for its evolution. This means crafting smart messaging that signals stability and a new direction, then launching a focused campaign to elevate the new leader's voice and build lasting credibility. - Alexa West, Aspectus Group
2. Let The Data Steer The Succession Messaging
Let data—such as sales, market share, talent retention and reputation scores—steer the succession PR messaging. You need to position the evolution to reflect the environment in which it's happening. If the brand is doing well, lean into culture, continuity and succession planning. If the brand is faltering, lean into a fresh start and focus on the past turnarounds a successor achieved. - Anthony Romano, Laughlin Constable
3. Convey Leadership Transition As A Positive For Growth
It is important to communicate that this is a normal process in a company's evolution. Often, when a company is seeking to accelerate growth, engage in M&A activity, enter new markets, prepare for an IPO and so on, the founder may lack the requisite skills to take the company to the next level. Bringing in an executive who can should be seen as a positive for the company's future growth and evolution. - Scott Powell, Skyline Corporate Communications Group, LLC
4. Decide If It's A Natural Evolution Or Chance To Transform
It depends on where the company stands at the time of succession. Is it an opportunity to establish a new image of the company, a transformation, or is it a natural evolution? Not all founders step down at a point of relevance. That's the first tip. If sales are down and stock is down, a natural evolution is not the path. Of course, that's not a PR decision, but PR needs to counsel fearlessly. - Dean Trevelino, Trevelino/Keller
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5. Keep Communicating The Story Over Time
Don't bury the story—shape it. A founder transition is a trust moment. Use PR to show the continuity of values, introduce the new leader with substance and clearly explain what's staying the same and what's evolving. And don't forget to keep doing this over time. One PR project isn't 'doing PR.' When used well, strategic comms can get you through anything. - Christine Wetzler, Pietryla PR & Marketing
6. Media-Train The Founder's Replacement
Having the new company replacement media-trained is priceless when a founder steps down. Often, companies don't have a well-thought-through PR and communications plan and haven't given much training to the founder's replacement, who then appears to be like a deer in headlights when fronted to the media—especially if there's unanswered questions from the company's founder. - Adrian Falk, Believe Advertising & PR
7. Own The Transition Proudly
When a founder steps down, own the transition publicly and proudly. I recently passed the CEO role at the agency I founded 17 years ago, and I did not sidestep or downplay it. I believe it was the right move for the future. Show your full support, promote the change and celebrate the next chapter. I not only want him to win; I want us all to win. - Chris Suchánek, Firm Media Inc
8. Share The New Leader's Vision And Values
When a founder steps down, clear, transparent communication is essential. Companies should proactively share the new leader's vision and values to reassure customers, employees and investors. Emphasize continuity while highlighting fresh perspectives and opportunities. This approach builds trust, preserves brand reputation and ensures a smooth transition that maintains confidence and stability. - Elyse Flynn Meyer, Prism Global Marketing Solutions
9. Explain The 'Why' And Reassure Stakeholders
Be transparent and proactive with communication. Share the 'why,' introduce the new leader clearly and reassure stakeholders that the brand's core values remain strong. - David Ispiryan, Effeect
10. Consider The Timing To Shape Your Brand Story
Timing can matter here. Is a company anniversary on the horizon? If so, a leadership transition could strategically shape your bigger brand story. Every storm, shift and success your brand faces marks a meaningful chapter, so weave together a value-rich narrative that can inspire staff, stakeholders and beyond. It's about the long game, and how the next in line will carry the torch forward. - Samantha Reynolds, ECHO Storytelling Agency
11. Assure Customers Of Brand Continuity
For many customers, who's leading the company isn't the most important thing. What they do care about is whether their problems will be solved and whether the brand's values will align with theirs. This is a good moment to get transparent. Share what this shift means for the company and give a behind-the-scenes look at how you're working to keep delivering products and/or services they know and love. - Nataliya Andreychuk, Viseven
12. Respect And Acknowledge The Past
Be respectful. Celebrate the achievements of the founder before the appointment of their replacement. In this situation, focusing too much on the future and forgetting the past is a recipe for your audience to believe the brand thinks short-term. A brand should be based on a story, and previous chapters of the brand story are always important. - Mike Maynard, Napier Partnership Limited
13. Start With Internal Brand Ambassadors
Focus on building internal brand ambassadors first. When employees genuinely believe in the transition and new leadership, they become your most credible advocates. Meanwhile, launch founder-led reflections and successor-led roadmaps across media, host live Q&A and client testimonials—ensuring authenticity, continuity and stakeholder trust. - Lars Voedisch, PRecious Communications
14. Don't Announce Changes Before All Parties Are Ready
Brands should consider avoiding the perceived rush to announce leadership changes. Too often, companies celebrate new ownership or leadership before stakeholders experience a confident transition. Waiting to communicate succession can reinforce continuity and prevent negative perception. - Jason Mudd, Axia Public Relations
15. Run A Reputation Audit Before And After
Use the transition to run a reputation audit, evaluating brand sentiment before and after the announcement. This guides messaging and reveals stakeholder concerns in real time. Communicate continuity without cloning the past, and let external data shape how the new leader is positioned to steer relevance, not just legacy. - Vaibhav Kakkar, Digital Web Solutions
16. Gradually Introduce The New Leader To The Public
When a founder steps down, it's important that the successor has already been thoughtfully integrated into the business, both internally with the team and externally as part of the brand story. A smooth transition is strengthened when the new leader has been gradually introduced to the public and positioned as a natural extension of the company's vision and values. - Jessica Hawthorne-Castro, Hawthorne Advertising
17. Showcase Alignment Between Leaders
Don't let others shape the story. Take ownership of the narrative early through transparent communication, a clear succession story and visible alignment between leaders—ideally, including a joint message or appearance. If handled right, the transition can become a brand-strengthening moment that builds confidence in what's next. - Paula Chiocchi, Outward Media, Inc.
18. Be Honest And Transparent
As in politics, you can't approach succession without context, whether due to failure, strategy or perception shifts. However, in all cases, the most effective PR strategy is honesty. Clear, transparent communication about the 'why' behind the change builds trust, calms speculation and helps retain customer and investor confidence during the transition. - Cagan Sean Yuksel, Dreamspace
