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Communication Strategy: CEO Resignation
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Background
After a successful four-year run as CEO, Samantha Jones has decided to resign, effective the end of the calendar year. She was not asked to resign, but has had a series of family emergencies and needs to spend time with family and move to less demanding job. Company Board of Directors reluctantly accepted her resignation.
Audiences
The following audiences should hear messaging about this development:
Shareholders
Subsidiary leadership
Employees
Business partners
Local, State, and National political leaders
Media
Timing
Messages should go out starting the week of September 4th. We live in a small state and our sector is a unique, familiar business segment. Therefore, it is important to drive the message and get information out quickly, rather than react to it at a later time. Jones is inclined to over-disclose personal information to ensure that audiences know that this will be a smooth transition. Once we make a public announcement company will need to be prepared to move quickly.
We suggest the following outreach order (all times are Alaska Standard Time):
Week of Aug 28thSubsidiary leadership and Direct Reports to the CEO
Sept 5th at 9:00 AMCompany Employees
Sept 5th at 9:30 AMSubsidiary Employees (through subsidiary leadership)
Sept 5th at 1:00 PMLocal, State and National political leaders & in-region leaders
Sept 5th at 3:00 PMShareholders
Sept 6th at 10:00 AM Business partners
Sept 8th at 9:00 AMMedia Press Release
Audience Outreach
The remainder of this plan describes how to reach the audience, when to reach them, and what to say.
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COMMUNICATION PLAN: SUBSIDIARY PRESIDENTS/CEOS &
NON-EXECUTIVE DIRECT REPORTS
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How: Call from Jones
When: The week of August 28th
Talking points:
I have resigned from my position, effective the end of the calendar year.
Like many of our shareholders and staff, I have aging parents whose health has declined in the last year. I don’t have siblings so it falls on my shoulders to care for my parents. I need to relocate to the Lower 48 to be near my parents, and dramatically decrease my travel and workload so I can take care of them.
The Board has reluctantly accepted by resignation.
Company is a profitable, strong, secure company.
Joe Smith will serve as interim CEO (likely between 18-30 months) and remain as Board Chairman. In his role, Joe will oversee lower 48 subsidiary operations.
Sean Anderson will be President. She will oversee day-to-day Alaska operations.
The Board and Staff are aligned and there will be no major changes. Your business unit is successful, and we want you stay that way.
Are there customers you would like me to reach out too/do you need language for those calls?
We will be sending you suggested language for your employees.
Please feel free to call me if any questions arise.
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COMMUNICATION PLAN: COMPANY EMPLOYEES
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How: Email from Jones followed by an immediate “reply all” email from Smith
When: Tuesday, September 5th at 9 AM
From: Jones
To: Company Employees
Email Subject Line: CEO resignation
Dear Company Employees,
It is with great sadness that I am resigning as Companies CEO, effective the end of the calendar year. Like many of you, I have aging parents whose health has declined in the last year. I don’t have siblings so it falls on my shoulders to care for my parents. I need to relocate to the Lower 48 to be near my parents, and dramatically decrease my travel and workload so I can take care of them. It is bittersweet, as companies’ employees have become my second family over the course of my time as CEO.
I am enormously proud of what our Board, executive team and staff have built. We, the company team have created four straight years of profitable growth and developed opportunities to continue that trajectory. It is an exciting time for our Shareholders and employees, as company is well-positioned for additional growth and profitability in the future. I have no doubt that this future will be realized.
To ensure a smooth transition and continuity in leadership, long-time company Board member Smith will serve as interim CEO (likely between 18-30 months) and remain Board Chairman. In his role, Smith will supervise lower 48 subsidiary operations from his office in North Dakota. He is uniquely positioned to continue moving our Corporation forward. He has done the job before – successfully leading the financial turnaround as interim CEO five years ago.
Anderson will serve as President, effective immediately. In this role, she will oversee day-to-day Alaska operations and report to the CEO. Anderson understands the Region, the needs of our Shareholders, our community and our corporate business model. I am confident that she will continue our business success and help the Corporation realize its goals.
I will be here through the end of the calendar year. During this time, I will be working closely with Smith and Anderson to ensure a smooth transition of all duties. Of course, I will always be a friend to each of you and will be here to lend a helping hand whenever it’s needed.
Warmly,
Samantha
From: Smith
TO: Company Employees
Email Subject Line: Company CEO resignation
Dear Company Employees,
It is with a heavy heart and sincere reluctance that I accepted Samantha’s resignation on behalf of the company Board. She has moved us forward as a business with her intellect, strategic mind and her ability to continue our profitable growth and opportunities for Shareholder benefits. I want to thank Samantha for her dedication and commitment to our Corporation. Her leadership leaves us a strong, secure company well-positioned for additional growth in the future.
Company is an exceptional organization with wonderful employees, a strong executive team, and a capable board of directors. While no single person makes a company great, each person has left a mark. There is no doubt in my mind that Smith has helped make us a better company. Like you, I hope she stays connected to all of us as she will always be considered a part of our Company family.
While I will miss Samantha greatly, I’m confident Anderson and I will make a great team. I look forward to working with each of you in the coming months.
Sincerely,
Joe
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COMMUNICATION PLAN: SUBSIDIARY EMPLOYEES
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How: Email from Subsidiary President/CEO to Subsidiary Employees
When: Tuesday, September 5th at 9:30 AM (AST)
From: Subsidiary President/CEO
To: Subsidiary Employees
Email Subject Line: Company CEO resignation
Dear staff,
Company’s CEO Samantha Jones resigned, effective the end of the calendar year. Like many of us, Samantha has aging parents who need additional support. Unfortunately, Samantha has to reduce her workload and relocate to the Lower 48 so that she can care for her parents. While she will be greatly missed, I’m glad that she is putting family first and making sure her parents have the support they need during this difficult time.
Company’s Board of Directors and leadership team are saddened to see Samantha leave and celebrate her significant contributions to Company’s vision and profitability during her time as CEO. Personally, I have enjoyed working with Samantha and thank her for the positive impact she has had on ____ [name of subsidiary]. Long-time Company Board Chairman Joe Smith will serve as interim Company CEO and Shas been named President. Joe will support lower 48 subsidiary operations and Sean will run the day-to-day Alaska operations.
Company and ____ [name of subsidiary] are strong, secure companies. We do not anticipate any immediate changes to ____ [name of subsidiary], our internal operations, nor long term impacts. Please feel free to reach out to me if you have any questions.
Sincerely,
Sub President/CEO
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COMMUNICATION PLAN: LOCAL, STATE, AND NATIONAL POLITICAL LEADERS
& IN-REGION LEADERS
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How: Calls from Tom Panamaroff & Sean Anderson
When: Tuesday, September 5th at 1:00 PM
Talking points:
Samantha Jones has resigned as Company’s CEO.
Samantha Jones was not asked to resign, her resignation was reluctantly accepted.
Like many of our shareholders and staff, Samantha Jones has aging parents whose health has declined in the last year. She doesn’t have siblings so it falls on her shoulders to care for her parents. She needs to relocate to the Lower 48 to be near her parents, and dramatically decrease her travel and workload so she can take care of them.
The Board has reluctantly accepted her resignation.
Company is a profitable, strong, secure company.
Company has a strong Executive Team and Board.
This is not an abrupt transition so we have plenty of time to develop a strong leadership / succession plan and Samantha will be with Company through the end of the year to assist in that planning.
The Board and Staff are aligned and there will be no major changes.
Joe Smith will serve as interim CEO (likely between 18-30 months) and remain as Board Chairman. In his role, Joe will oversee lower 48 subsidiary operations.
Sean Anderson will be President. She will oversee day-to-day Alaska operations.
We value your partnership so wanted to let you know.
Please feel free to call me if any questions arise.
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COMMUNICATION PLAN: SHAREHOLDERS
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How: E-Blast from Samantha Jones followed by an immediate e-blast from Joe Smith
When: Tuesday, September 5th at 3:00 PM
From: Samantha Jones
To: Shareholder e-blast
Email Subject Line: Company CEO resignation
Dear Shareholders,
It is with great sadness that I am resigning as Company’s CEO, effective the end of the calendar year. Like many of you, I have aging parents. Unfortunately, my parent’s health has declined in the last year. I don’t have siblings so it falls on my shoulders to care for them. I need to relocate to the Lower 48 to be near my parents, and dramatically decrease my travel and workload so I can take care of them. It is bittersweet, as Company’s Shareholders and employees have become my second family over the course of my time as CEO.
I have many fond memories of my time with Company. Thank you to the Board of Directors, staff, and Shareholders for making my time with Company memorable. I will miss you all very much.
I am enormously proud of what our Board, executive team and staff have built. We, the Company team have created 4 straight years of profitable growth and developed opportunities to continue that trajectory. It is an exciting time for our Shareholders and employees, as COMPANY is well-positioned for additional growth and profitability in the future. I have no doubt that this future will be realized.
To ensure a smooth transition and continuity in leadership, long-time COMPANY Board member Joe Smith will serve as interim CEO (likely between 18-30 months) and remain Board Chairman. In his role, Joe will supervise lower 48 subsidiary operations from his office in North Carolina. Joe is uniquely positioned to continue moving our Corporation forward. He has done the job before – successfully leading the COMPANY financial turnaround as interim CEO five years ago.
Sean Anderson will serve as President, effective immediately. In this role, she will oversee day-to-day Alaska operations and report to the CEO. Sean understands the COMPANY Region, the needs of our Shareholders, and the COMPANY business model. I am confident that she will continue COMPANY’s business success and help the Corporation realize its Alaska goals.
And, of course, I will be here through the end of the calendar year, working closely with Joe and Sean, to assure a smooth transition. Most importantly, I will always be a friend of COMPANY and will be here to lend a helping hand whenever it’s needed.
Sincerely,
Samantha Jones
From: Joe Smith
To: Shareholder e-blast
Email Subject Line: COMPANY CEO resignation
Dear Fellow Shareholders,
It is with a heavy heart and sincere reluctance that I accepted Samantha Jones’ resignation as COMPANY’s CEO on behalf of the Board. She has moved us forward as a business with her intellect, strategic mind and her ability to continue our profitable growth and opportunities for Shareholder benefits. I want to thank Samantha for her dedication and commitment to our Corporation. We hope she stays connected as she is a part of our COMPANY family. Her leadership leaves us a strong, secure company well-positioned for additional growth.
COMPANY is an exceptional organization with wonderful employees, a strong executive team, and a capable board of directors. While no single person makes a company great, each person leaves a mark on COMPANY. There is no doubt in my mind that Samantha has helped make COMPANY a better company. She will be missed and we wish her and her family the best.
While I will miss Samantha greatly, I’m confident Sean and I will make a great team. I look forward to serving our Shareholders in the coming months.
Joe Smith Chairman, COMPANY, Inc. Board of Directors
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COMMUNICATION PLAN: BUSINESS PARTNERS
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How: Calls from Samantha Jones, Smith , Subsidiary Presidents as appropriate
[The Executive Team will develop a list of all partners: names by who calls each one]
When: Wednesday, September 6th at 10:00 AM
Talking points:
Samantha Jones (I) (sub Pres) have resigned.
Samantha (I) have aging parents whose health has declined in the last year. Samantha (I) doesn’t have siblings so it falls on her (my) shoulders to care for her (my) parents. Samantha (I) needs to relocate to the Lower 48 to be near her (my) parents, and dramatically decrease her (my) travel and workload so she (I) can take care of them.
Samantha (I) will be at COMPANY through the end of the calendar year to ensure a smooth transition.
Samantha ’s (my) resignation was reluctantly accepted.
Company is a profitable, strong, secure company.
The Board and Staff are aligned and there will be no major changes.
Smith will serve as interim CEO (likely between 18-30 months) and remain as Board Chairman. In his role, Joe will oversee lower 48 subsidiary operations.
Anderson will be President. She will oversee day-to-day Alaska operations.
We value your business/partnership so wanted to let you know.
Please feel free to call Smith (Me) if any questions arise.
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COMMUNICATION PLAN: MEDIA
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How: Press release
When: Friday, September 8th
Suggested language:
Highlight COMPANY stability.
Process in flux, board and staff stable.
Strong, profitable future.
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ADDITIONAL TALKING POINTS
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COMPANY will be moving forward with the following management structure for the next several months:
Joe Smith will be named interim CEO (likely between 18-30 months) and remain as Board Chairman
Sean Anderson will be named President
The COMPANY Board and Senior Leadership Team agree this is the best way forward
We have a strong, stable, profitable business that is running well
While there are some management changes, continuity will be maintained as we believe it will provide the best short and long term value for our Shareholders
Naming a new CEO in the short term could slow or halt much of COMPANY’s forward momentum for the long term
We have an opportunity to identify and train qualified COMPANY Shareholders for Senior Leadership Team and Board roles (CEO, General Counsel, Board Chair)
Joe Smith is the right choice to guide COMPANY as CEO over the next several months
He is uniquely positioned to continue moving our company forward. He has done the job and helped jump start the COMPANY financial turnaround as interim CEO five years ago
Joe knows the job and the COMPANY Business inside and out
He knows the direction COMPANY is moving and can keep the forward momentum going
Joe will not apply for the permanent position, due to his need to lead other business opportunities
The Board will consider internal and external candidates prior to the end of Joe’s interim term, and ensure overlap for a smooth transition to find a well-qualified leader for the job
Shareholder candidates will be strongly urged to apply
Sean Anderson has the experience and professional and educational background to take on the role of President for COMPANY. She was born on Kodiak Island and is a COMPANY Shareholder
She understands the COMPANY Region, Alaska, the and the COMPANY business model, which presents a unique mix of attributes that will help run COMPANY’s day to day Alaska operations, continue business success, and strategically plan for the future
Sean has 17 years of experience serving COMPANY Shareholders and various leadership roles.
She will work closely with Joe to assure short term success and long term continuity
She will be working with Alaska and Kodiak staff regularly
Joe serving and Chairman and Interim CEO
Continuity is a key to maintaining business growth
Only two (2) present Company Board members have served more than 2 years
The remaining six (6) Board members have only one to two years under their belts
Joe has served on the Board for 13 years, and as Chairman for the last five (5) years
Joe has two (2) years left on his current term
Joe can mentor Board members who may take on Chairman role in the next couple years
Company’s Board is distributing Chairman authorities to other officer positions to match governance best practices
ONLY IF ASKED
General Counsel Transition
We wish JESS JOHNSON the best in her new adventure. We hoped she would continue with us on the Company journey, but she has other opportunities she’d like to pursue.
We will be working with the Senior Leadership Team and the Board to find a replacement, looking first at potential shareholders.
