Why CEOs must stop hiding behind scripts during a crisis
This was initially published as a LinkedIn post.
In times of crisis, leadership isn’t just about what you say—it’s about how you deliver it.
I recently watched a government press conference addressing the accidental exposure of whole NRIC numbers. The gravity of the situation was apparent.
But instead of providing clarity, ACRA’s CEO buried herself in a script:
Page after page, eyes downcast.
Her voice lacked emotion.
Connection with the audience? Non-existent.
In stark contrast, Minister Indranee Rajah sat beside her:
Occasionally referring to notes for precision.
Speaking directly to the audience with conviction and clarity.
Offering reassurance through her tone and body language.
The result?
One leader earned trust. The other lost credibility.
This is a leadership issue, not just a public speaking issue.
A script kills trust
When leaders hide behind scripts, they create distance. Audiences are looking for connection, sincerity, and leadership.
Reading word-for-word from a document removes humanity from your delivery.
People trust people, not scripts.
Empathy beats perfection
In moments of crisis, the audience doesn’t expect flawless messaging.
They expect:
Honesty
Accountability
Clear next steps
When CEOs cling to scripts, they focus on avoiding mistakes instead of building trust.
Mistakes can be forgiven. Disconnection cannot.
Your tone is the message
You are sharing emotion, not just words.
Minister Indranee’s calm and composed tone reassured the audience far more effectively than a perfectly crafted sentence ever could.
Leadership is about presence, not polish.
The real problem? Fear
Why do CEOs rely on scripts in high-pressure moments?
Fear of making mistakes.
Fear of scrutiny.
Fear of vulnerability.
But leadership during a crisis requires vulnerability. It requires showing up as a human, not just as a spokesperson.
So, what should CEOs do instead?
If you’re a leader preparing for a crisis, here’s what to focus on:
Know your core message: What are the three key points you must communicate
Practice active presence: Maintain eye contact. Show up with intention.
Embrace vulnerability: If you don’t know something, say so. Authenticity builds trust.
Media training is non-negotiable: Crisis communication is a muscle you build over time, not just a skill you learn on the spot.
The goal isn’t to deliver a flawless performance.
The goal is to reassure your audience, communicate solutions, and inspire confidence.
Case study: Leaders who got it right
When New Zealand’s former Prime Minister Jacinda Ardern addressed the nation after the Christchurch terror attack, she spoke with:
Clear empathy.
Unwavering conviction.
Direct eye contact.
She didn’t hide behind notes. She led with presence and humanity.
Compare that to countless crisis communications where CEOs looked more like reluctant messengers than resilient leaders.
This is about culture
Organisations need to stop seeing media training as an optional perk. It is critical to leadership success in the modern world.
If your company doesn’t invest in building confident communicators, don’t be surprised when your leaders crumble under pressure.
The big question:
If a crisis hit your organisation tomorrow, would your delivery inspire confidence or doubt?
Your team, stakeholders, and the public are watching. They feel your leadership, not just hear your words.
Final Thoughts
Communication is a leadership mandate, not just a tactical skill.
Every leader needs to ask themselves:
Am I prepared to face my audience during a crisis?
Am I capable of speaking with clarity, presence, and conviction?
Am I investing in the skills required to lead effectively during uncertainty?
Because during a crisis, your words are more than just a message.
They are a lifeline.
If this resonated with you, let’s continue this conversation. What’s the best (or worst) example of leadership communication you’ve witnessed during a crisis? Share below.
And if you want to master the art of impactful leadership communication, subscribe to The Human Algorithm Playbook.
Leadership is about presence, not polish. - so true. Conveying clear messages with sincerity and authenticity is the mark of a good leader.
Totally agree with all this Shawn. An example of why meeting the ‘legals’ may tick the box but might be completely devoid of human touch and emotion. We need more leaders like Jacinda Arden!