CEO Transition - PPAU

When PPAU experienced a CEO transition, I led all communications as the Marketing & Communications Director.

Goal

• To maintain trust, transparency, and stability during this sensitive leadership change.

• Use brand voice to convey leaderships message in continuing care for patients in Utah.

• Communicate the leadership transition with transparency and professionalism.

• Support board members and organization leadership in messaging to staff, donors, and the public.

• Manage all media relations and ensure accurate press coverage.

• Reinforce trust and confidence among internal and external stakeholders.

I coordinated a multi-channel communications plan centered on clarity and consistency:

• Partnered with the Board of Directors and VP of External Affairs to plan the announcement timeline.

• Wrote all official messaging: press releases, donor letters, and staff communications.

• Created CEO statements and quotes for media, web, and newsletters.

• Served as the organization’s primary press contact, managing all inquiries.

• Led the marketing team in developing digital assets and visuals for web and social media.

• Prepared the interim and new CEOs with tailored communication materials, including talking points and legislative and public affairs briefings.

My team and I ensured that every touchpoint whether internal or external reinforced trust and stability and maintained brand voice:

• Published coordinated updates on social platforms and the organization’s website.

• Shared leadership updates through internal staff emails, on social platforms and the organization’s website.

• Organized interviews and coverage through a structured media relations calendar.

• Provided consistent progress updates to the board and leadership.

• Smooth and transparent transition with strong public trust and brand identity of Planned Parenthood.

• Consistent, positive media coverage using aligned messaging.

• Increased internal confidence and morale during a sensitive organizational change.

• Reinforced Planned Parenthood Association of Utah’s reputation for professionalism and leadership integrity.

This experience highlighted the importance of empathy and precision in communication during a major organizational shift. The former CEO was loved and trusted and this project required the upmost communication. Leading the transition reminded me that strategic alignment and the brand voice is crucial. It’s one of the most meaningful examples of how effective communication can sustain trust during change.