When the Winds Shift: How to Communicate Through Council or Leadership Change

By Jacqueline Howell, NAGC Marketing Director

Let’s be honest—leadership transitions in government can be jarring. One day you’re presenting to one mayor or director, and the next, you're rewriting messaging to align with someone entirely new. A new council, administrator, or department head can bring major shifts in priorities and communication styles. For communicators, that change doesn’t just affect policy—it affects trust, both inside and outside the organization. 

The key? You set the tone before the rumor mill does. When the winds shift, issue a short, clear public statement. Acknowledge the transition, reassure residents that core services remain uninterrupted, and offer a point of contact for questions. Keep it factual and neutral—your job isn’t to stir the pot or smooth it over politically. It’s to offer stability. 

Internally, staff will be watching your moves. Use internal newsletters or team huddles to reinforce calm and consistency. This isn’t the time to go dark—small touchpoints help ease anxiety and remind everyone that the mission continues. 

But don’t stop there. Leadership changes are an opportunity to show your strategic value. Introduce yourself to incoming leaders early. Don’t assume they understand your role. Come prepared with a one-pager that shows how your office shapes public perception, handles media, and supports their goals. Highlight key wins—campaigns that drove engagement, messaging that mitigated controversy, tools that helped residents stay informed. 

And while you’re at it—tighten your internal systems. Update approval flows, refresh your comms templates, and revisit your leadership onboarding materials. You want to be ready before a crisis hits. 

Bottom line: You’re the calm in the storm. You don’t need to control politics—but you do need to control the message. In seasons of change, communicators don’t fade into the background—we hold the line.