New PR contact – a turning point in corporate communications

A change in PR management means much more than just a personnel change.

Companies often underestimate the impact the departure of an established press spokesperson or PR manager has on their external image.

➡️ Read more such articles in our PR counselor contributions.

The face disappears to the outside

A PR contact is not simply replaceable. For months or years, this person has helped shape the company's public image, gained trust from Journalists built up and a network was established.

With their departure, this personal capital is lost – at least temporarily. The new hire has to prove themselves first. Journalists who were accustomed to receiving reliable statements within minutes suddenly find themselves faced with closed doors or hesitant responses.

The training period not only costs time, but in the worst case can also lead to misunderstandings in reporting.

Media contacts under scrutiny

This becomes particularly critical in long-standing relationships between PR managers and editorial teams. These relationships are based on mutual trust, reliability, and often personal sympathy.

A change means that the successor must completely rebuild these relationships. Journalists lose their direct line to the company. Phone numbers that were previously directly connected no longer lead to a call.

Email addresses are no longer active. Press inquiries end up in oblivion or are delayed. In a fast-moving media landscape, this can mean the difference between publication and rejection.

Continuity in the crisis

The situation becomes particularly delicate in Times of crisisWhen a company is confronted with negative media coverage and then its PR director changes, this increases the uncertainty externally.

Journalists often interpret such personnel changes as a sign of internal problems – regardless of whether this is actually the case.

Professional handovers are crucial. The outgoing PR manager should personally introduce their successor to key media contacts.

What companies can do

A clear one Communication Communicating the change to all relevant journalists prevents confusion. And the new contact person needs sufficient time to become accustomed before critical situations arise.

Companies that strategically plan the transition of their PR managers instead of treating it as a purely personnel matter maintain the continuity of their external communications.

Because in the end, it's not just what is communicated that counts – but also who does it...

Sierks Media / © Photo: Resume Genius, Unsplash