Broadcast Media: Leading a Highly Effective CEO Transition
By focusing on transparency, stability, and positioning the CEO’s extensive experience as a major differentiator for success, we set a new standard for leadership transitions in broadcast media.
By the Numbers
What was the challenge?
In an era marked by shifting audience habits and mounting competitive pressures, broadcast media companies must lead with both vision and credibility. When a new CEO was appointed during a particularly turbulent time for the industry, the organization faced unique challenges. Previous leadership struggles and potential speculation regarding the new CEO’s credibility heightened the need for a thoughtful and robust communications strategy.
What was the approach?
Working alongside the broadcast media company's communications team and Board, Sloane took decisive action to craft a comprehensive messaging campaign. The goal: highlight the new CEO’s substantial experience for the financial community and the wider marketplace, while communicating stability and intentionality to employees and internal stakeholders. At the same time, the campaign aimed to proactively address concerns about the company’s programming, advertising, and distribution/streaming investments.
Sloane led a far-reaching media outreach plan, activating third parties and senior executives to support and amplify the new CEO’s credentials. The agency designed a tailored schedule for media, analyst, and investor follow-ups, ensuring the broadcast media company’s message reached key stakeholders with impact.
Major milestones in the campaign included the press release announcement, a Q1’23 earnings script, and a global town hall for all company employees—each piece reinforcing the narrative of stability and expertise. This multi-layered approach was designed to position the new CEO as a forward-thinking leader equipped to guide the broadcast media company through ongoing disruption.
What were the results?
The impact of the campaign was both immediate and meaningful. The broadcast media company’s stock price rose following the announcement of the CEO’s appointment, signaling renewed investor confidence. Media and analyst coverage highlighted the depth of her experience and her ability to navigate the evolving challenges facing the broadcast media industry. By establishing a strong executive profile at the outset of the new CEO’s tenure, the company positioned itself for continued success in an intensely competitive landscape.
