Navigating the Snake Pit: Lessons in Crisis Communication

Nearly five years ago to the day of sitting down to write this article, I had an experience that was a core lesson in managing a crisis.

My dogs and I were walking along the river one afternoon when we disturbed two deadly poisonous tiger snakes. Feeling something whack against my legs, I looked down to see the snakes striking at my boots. At that point I must have fainted because the events that followed are lost from my memory. The next thing I knew was sometime later when I was running home covered in dirt and screaming, where a friend discovered me, fairly hysterical, with snake bites all over my body.

Miraculously I emerged from this harrowing encounter unscathed. Perhaps I was saved by my knee-high leather boots, perhaps it was nature and the body bites all being dry, perhaps I was just too big to eat. What is certain is that I was incredibly lucky, because in that particular moment, I cracked. I did everything wrong. I could have been killed.

I also understand that that crisis was of my own making. Let’s face it, we all know people who keep snakes as pets. And if you don’t think this situation was manageable you probably haven’t watched any programs such as Survivor or I’m A Celebrity…Get Me Out Of Here! In almost any situation you can push the boundaries and manage things a hell of a lot better than you thought you could. Until you can’t. And in this case, I cracked but I was lucky!

Navigating the snake pit – the CEO landscape  

Unfortunately, luck is not a great friend. It can desert you in times of need. As Julius Caesar tells us:

In some ways the day-to-day dealings of a CEO are not that different from Julius Caesar’s wars or my snake pit experience. Being a C-suite player who faces town halls and media can be daunting for many. You might think you know what you’re walking into as a leader, but if you’re not prepared for the unexpected, then you won’t be able to handle the pressure. And you can’t rely on luck.

Leaders facing crises unprepared often struggle to react and communicate appropriately. And if they break down under the pressure, the consequences can be terrible. Think of the recent PwC Enquiry, the various Qantas scenarios, the Optus network meltdown and the Woolworth/Coles Four Corners Program, not to mention the current ongoing saga of the Post Office in London.

Leaders cracking under pressure  

A 2022 study by Deloitte showed that 70% of CEOs are thinking of resigning and there’s been a 55% increase in actual resignations in 2023. This is because we simply don’t have the skills, structures or bodily control to manage the metaphorical snake pit we’re facing.

Could this have been avoided with better crisis communication? Absolutely!

Better crisis communication  

Just like I found my breaking point with the snakes, everyone will have a point where the pressure will cause them to crack. This might not be completely overcome, but you can raise the bar by utilising  techniques of crisis management. Here are a few of the key areas:

Action Steps

1. Breathe out. The ancient Greeks and Romans knew the importance of strengthening breath. Demosthenes used to repeat verses of poetry while climbing up a hill. Nero drank dried boars dung and slept with weights on his diaphragm.

   Under crisis you want to breathe out, out, out. Think of the swimmer shaking their arms and blowing air OUT before their race. Avoid freezing and holding the breath in the body by focusing on the breath out.

   Prepare your structures. Anticipate potential crises by modelling responses. Be very clear on the process of response rather than the words. Preparation of formats builds your confidence and raises your own individual breaking point, while also ensuring that your messaging remains consistent and coherent under pressure.

2. Gird yourself in protective gear (training and practice). Girding yourself in protective gear via preparation and training will save you from the fallout of terrible crisis communication. Invest in coaching and workshops, practice with simulations and models and build your competency. Practice at the coffee shop, with the children, even with the dog.
3. Seek feedback. After you navigate a crisis, don’t just relax and sink back into complacency. Take the time to debrief with your audience, your stakeholders and other people that you rely on. Get feedback from your efforts and learn from that feedback which can enlighten your future strategies and further raise your own abilities.

It’s not a good look to be raced to hospital in an ambulance. And it’s not a great look to leave your job when there is so much you can do to lead others. Take up the challenge!

Written by Dr. Louise Mahler.

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