Preparing leaders for end-of-year comms moments
The end of the year always creeps up faster than we expect. One minute it’s September, and we can’t believe how quick the summer has gone. Next, you’re surrounded by Quality Street wrappers, chasing scripts, negotiating for diary time, and rushing to get content out before everyone disappears.
For leaders these weeks are full of big internal communication moments, from all-hands meetings, company-wide messages, peak trading briefings, and of course Christmas party speeches. It can feel overwhelming, but with the right preparation, you can help create a seamless end-of-year comms experience. One that your people will truly value - clear, credible and human.
1. Plan your calendar early - and review it
When there’s so much going on, the potential for chaos is high. It can be helpful to simply go back to basics:
Start with what you know: business milestones, product launches, events, HR initiatives, end of year reviews.
Factor in what you don’t know: pending approvals, budget decisions, leadership changes.
Must-haves vs nice-to-haves: what are the non-negotiables that you can’t change, and where are the areas that you can flex if you need to?
This gives you a realistic picture of what has to be done, where there might be clashes or hopefully, some space.
2. Review last year
Remind yourself of what went well last year and what didn’t.
Which messages or activities landed really well and why?
What feedback did you hear afterwards?
Where did the process fall down - calendar bookings, script sign off, filming, logistics, deliveries?
Evidence from last year is your strongest argument for doing things differently this time.
3. Set clear goals aligned with the business
Ask: what does the end of the year mean for our people and this business, right now?
For some, it’s a moment of celebration. For others, it’s been a tough year and people need acknowledgement and reassurance. For many, it's a relief and a reset.
Help leaders decide:
What emotions do we need to recognise?
What’s the key takeaway for people going into next year?
How should tone shift across different audiences? Global teams, frontline staff, office workers?
It’s also a great time to help join the dots for people.
What’s happening strategically in the business that needs to be reflected?
How does the message link to the vision for next year?
What’s the right tone — celebratory, rallying, realistic?
All this can help people make sense of where the business is now, how the year has gone, and where it’s headed in the future.
4. Prime your leaders now
Here are some useful questions to help get your leaders thinking about what they might need to get across in internal comms towards the end of the year.
What do you want people to take away from your end-of-year message?
What tone do you want to strike?
What evidence or stories will bring it to life?
What format works best for you and for your people?
What support do you need from comms to make this work really well?
In short…
A highlight reel and an end of year message from the CEO can go down really well, but it’s not something to take for granted. It’s a great chance to create thoughtful connections, join the strategic dots, and support people's mood - whether they’re celebrating, exhausted or just ready to enjoy a break.
The earlier you plan, the stronger the message. And the less time you’ll spend firefighting in December.
If you’d like some help to make your end of year communications more memorable and meaningful, give us a call.
