Nothing can be more toxic for a company than the sudden exit of a senior executive. But effective PR can help head off the panic.

First though, communicators cannot get caught in the headlights.

“When someone in the C-suite suddenly exits, uncertainty may be sweeping the company, including the communications department,” says Rick Leonard, MD for Stanton Communications' New York office. PR pros might develop a strong aversion to risk, not wanting to say something that would cause ...