Elmore created the comprehensive communications strategy and deliverables for Ronald McDonald House Houston when they welcomed a new CEO in August 2020 after a months-long search. A leadership change must be communicated thoughtfully to ensure stakeholder support and prevent business disruptions. It was critical that Elmore considered all relevant stakeholders and channels to appropriately introduce and elevate the profile of the new CEO.
The communications strategy targeted four main audiences: Board of Directors, employees, external partners, and media. The communications cascade was also critical. Elmore ensured the Board of Directors and employees were informed first, with outreach to external partners and the media to follow. After the announcement, Elmore facilitated all earned and paid media in digital and print publications and collaborated with the internal team on content for its social media channels and website.
It was important that all stakeholders understood the new CEO was not only qualified but also committed to Ronald McDonald House Houston’s mission, which is to offer a home away from home, providing care, compassion, and hope to families with seriously ill children being treated in the Texas Medical Center member institutions. To demonstrate the new CEO’s genuine dedication and to position her as a trusted leader, all communications contained a common theme of how she served children and families in her prior leadership positions. Additionally, in an interview with Houston Business Journal, she discussed her goals for Ronald McDonald House Houston and disaster planning—which were particularly timely topics as the organization had made some changes due to the pandemic.
Elmore successfully navigated a client’s CEO transition during a challenging time in the world. Through strategic communications and thoughtful media coverage, the new CEO gained stakeholder support and did not face business disruptions.
