November 5, 2021
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Public launch of new CEOs

When the public debut of Air Canada’s CEO became a total PR fiasco, it became crystal clear that this happened because the communications strategy for his launch (if there was one) was not well thought out in advance (or at all). Nowadays, new chief executives taking office must signal their leadership right from the start, which is a point I made in an interview¬†with The Canadian Press news wire from which some of my quotes appeared in this story. Striking the right chord, thinking ahead about platforms, crafting messaging with care, calculating the information sequencing, tailoring tactics with attention to detail, briefing the boss, imagining what could go wrong: all of these factors and many more need to be considered before any incoming CEO is unveiled.

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