A Leadership Stress Test
Crisis management is the ultimate test of leadership, self-leadership included. It’s a skill absent from school curricula, largely misrepresented by Hollywood blockbusters, and historically centered around personalities rather than processes. Think Sir Winston Churchill, Nelson Mandela, Lech Wałęsa… or perhaps you have your own example.
A leader stepping into the role of crisis manager must have communication skills – but not the verbosity of a seasoned politician or the spin-doctoring of a PR mastermind. These are genuine skills honed over time, through repetition, refinement, and re-re-rehearsal. Think of Olympians preparing for an event that happens only once every four years.
From my own experience, here are key steps that define successful communication during the crisis management process. With the right training, any leader can be equipped to handle this moment of truth:
- Establish a single voice of authority. Once a crisis erupts, information flows in every direction. While a team should handle collection, processing, and analysis, communication must come from one designated person.
- No off-the-record statements or exclusives. Every newsroom and social media outlet should receive the same level of access to information. The traditional press conference remains the fairest way to communicate.
- Set a rhythm for information updates. If possible, establish a predictable cadence – such as two press briefings per day – to manage expectations.
- Be honest about what you don’t know. If information isn’t available, acknowledge it and commit to providing updates when it is.
- Appoint a deputy crisis manager. No one can perform 24/7 indefinitely. A prepared second-in-command is essential.
One of my most memorable examples of crisis communication in action was former New York Mayor Rudolph Giuliani during the 9/11 terrorist attacks in 2001. I watched him relentlessly on live CNN broadcasts, as he navigated an unprecedented catastrophe with astounding composure.
In his book Leadership, Giuliani highlights preparation as the cornerstone of crisis management. I highly recommend this book: it offers valuable insights into leadership, decision-making, and project management.
For a real-time look at crisis leadership under pressure, watch this video of Giuliani’s 9/11 press conference, from the CNN Archives. He was prepared for the unimaginable.
Do you want to explore ways to optimize crisis management?