Why CEOs Must Stop Hiding Behind Scripts During a Crisis
By Shawn Lim for Human Algorithm!
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.
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