The recent emergency admission of a close family member to the hospital got me thinking. The intensity of those days—the waiting, the visits, the family updates—all amidst regular work and life commitments—was a profound lesson in anchoring.
Insurer Auto & General has a payoff line: “What do you do when suddenly happens?”
Most of us live wall-to-wall lives. When something unexpected happens, personal or professional, it forces immediate prioritization. For me, in the midst of our family crisis, I was acutely aware of the value of standing firm in structure and routine, while the whirr of uncertainty raged relentlessly around us.
As in our personal lives, so it is in business.
“Suddenlies” force leaders to look inward, to reinforce the centre. While I doubt any family has a formal plan for a crisis, business leaders absolutely must. This alleviates stakeholder uncertainty and fears, reinforces trust and confidence, and provides the basis for continuity, despite the challenge.
When the pressure is on, sticking to these five essential values is the ultimate measure of true leadership and the most powerful form of PR:
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Transparency (The Foundation of Trust)
In a crisis, the immediate temptation is to control the narrative by withholding information. However, effective leaders know that openness builds trust. Communicate what you know, when you know it, and acknowledge what you don’t. This prevents speculation and shows respect for your stakeholders. Honesty becomes your shield. -
Empathy (The Human Connection)
A crisis always involves human impact. A leader must move beyond cold corporate statements and demonstrate genuine compassion. Actively listening, acknowledging the emotional toll, and showing that the business values people over profit provides the warmth that sustains relationships during cold times. -
Integrity (The Moral Compass)
This is where your core values are truly tested. Integrity is about making decisions based on your moral principles, even when the financially easier path presents itself. Sticking to your stated values—doing the right thing—will define your business’s reputation long after the crisis passes. Authenticity anchors your actions. -
Resilience (The Power to Endure)
A crisis is a marathon. Leaders need to project a calm, unwavering spirit and demonstrate tenacity. Resilience involves maintaining a clear strategic focus, inspiring the team to adapt, and showing the business has the strength to not only survive but learn and emerge stronger. -
Accountability (The Ownership Mindset)
True leadership means taking full responsibility. This goes beyond merely apologizing; it involves owning the crisis, defining clear next steps, and ensuring corrective action is taken. A leader focused on resolution, not excuses, demonstrates stability and a commitment to the future.
I close with excerpts from one of my favourite poems, If— by Rudyard Kipling. These lines beautifully articulate the strength required to stand firm:
“If you can keep your head when all about you
Are losing theirs and blaming it on you, …”“Or watch the things you gave your life to, broken,
And stoop and build ’em up with worn-out tools: …”“And so hold on when there is nothing in you
Except the Will which says to them: ‘Hold on!’…”“Yours is the Earth and everything that’s in it,
And—which is more—you’ll be a [mensch], my person!”
Don’t wait for the crisis to define your centre. Define your centre now so you are ready to stand firm when the suddenlies arrive.
#PR #CrisisLeadership #CoreValues #BusinessStrategy #KerryBothaCommunications