When chaos erupts, the strongest leaders do not retreat into the shadows – they step into the arena. In business, much like in Rome, the fate of the empire (or company) rests on the shoulders of its leader.
When Rome burns, the emperor speaks
History has a peculiar way of repeating itself. Ancient Rome, the greatest empire of its time, was not only built on military conquests but also on strategic leadership and the ability to communicate effectively, especially during crises. When the city faced external threats or internal strife, leaders like Emperor Marcus Aurelius understood that silence was not an option. They did not delegate critical messaging to lesser voices when the stability of the empire was at stake. Instead, they took center stage, providing reassurance, direction, and a sense of control.
It’s no wonder that the movie Gladiator remains a timeless cultural phenomenon. The film doesn’t just showcase heart-stopping battles; it highlights the weight of leadership.
Fast forward to today’s business world, and the same principle applies: CEOs cannot abdicate their responsibility to market the company, particularly in moments of crisis. While having a strong communications team and PR professionals (like my crisis management team at PR Worx) is invaluable, a leader’s voice carries the greatest weight.
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The market, investors, employees, and customers look to the CEO for clarity, reassurance, and strategic vision. Delegating this responsibility entirely to a spokesperson is akin to an emperor letting a low-ranking senator address Rome during an invasion – it simply won’t hold the same authoritative energy or impact.
Let’s explore the strategic role of CEOs as brand custodians, crisis navigators, and the ultimate marketers of their companies, drawing lessons from ancient Rome and applying them to modern corporate strategy.
- Leadership in crisis: Lessons from Rome
Aurelius, one of Rome’s most revered emperors, is often remembered for his philosophical wisdom and his ability to remain composed in times of turmoil. Whether facing the Antonine Plague, military invasions, or political upheaval, he did not retreat into silence. Instead, he mastered the art of measured, transparent communication, reassuring his people while reinforcing Rome’s strategic position.
Today’s CEOs should take a page from his leadership manual. In the corporate world, crises come in many forms – product recalls, financial downturns, cybersecurity breaches, corporate espionage, or reputational damage. When these crises strike, the CEO’s ability to communicate with conviction, authenticity, and a clear strategic vision is critical to the company’s survival.
Consider how modern business leaders like Warren Buffett, General Motors CEO, Mary Barra, or even Howard Schultz, the former Starbucks CEO, have stepped up during times of crisis. Their direct involvement in communication reassured stakeholders and prevented further reputational erosion. Contrast this with companies where CEOs remained in the background, and we see how quickly silence can be misinterpreted as incompetence, indifference, or an outright admission of guilt.
- The CEO as the ultimate brand ambassador
CEOs are more than just executives making high-level decisions behind closed doors, they are the embodiment of their company’s brand. Whether they like it or not, their words, actions, and even their absence speak volumes.
In a stable business climate, this means actively participating in brand-building initiatives, thought leadership, media engagements, and direct communication with stakeholders. During a crisis, however, this responsibility amplifies exponentially. The way a CEO handles communication in these moments can either reinforce trust and loyalty or accelerate brand decay.
At PR Worx, we often advise our clients that crisis management isn’t just about fixing what’s broken – it’s about using the moment to reinforce the company’s values and long-term vision. CEOs who understand this don’t merely react to crises, they leverage them as opportunities to demonstrate leadership, instill confidence, and emerge stronger.
Take, for example, how Apple’s leadership handled the infamous ‘Batterygate’ controversy. Tim Cook didn’t hide behind his PR team. He publicly acknowledged the issue, explained Apple’s stance, and outlined corrective actions. While the crisis initially sparked outrage, Cook’s transparency and strategic communication mitigated long-term reputational damage.
Conversely, consider the case of Boeing’s handling of the 737 MAX crisis. Initially, the company’s then-CEO, Dennis Muilenburg, avoided direct public engagement, leading to a perception of evasion and lack of accountability. This failure in leadership communication exacerbated the crisis, eroding consumer and investor confidence.
- Ancient Roman communication strategies in modern PR
Roman leaders understood that perception often mattered as much as reality. The empire maintained control through a combination of military power and strategic messaging. Whether through public speeches, Senate addresses, or even the construction of monuments inscribed with Rome’s victories, they controlled the narrative.
Modern businesses must apply similar strategies:
- Proactive transparency – Aurelius didn’t wait for unrest to fester. He addressed issues directly, maintaining public trust. CEOs should follow suit by acknowledging crises early, addressing concerns head-on, and offering solutions.
- Strategic messaging – Roman leaders carefully crafted their messages to reinforce stability and strength. Today’s CEOs must do the same, ensuring that their words convey confidence without over-promising or deflecting responsibility.
- Presence and visibility – Just as Rome’s leaders made public appearances to reinforce their authority, CEOs must maintain visibility across media channels, industry conferences, and internal communications.
- Command of the narrative – The most powerful Roman leaders knew that controlling the narrative was key to maintaining order. CEOs should proactively shape their company’s story, ensuring that stakeholders hear the truth directly from them, not through speculation or external forces.
Practical steps for CEOs in crisis marketing
So how should today’s CEOs apply these lessons in practice?
1. Take immediate ownership
At the first sign of a crisis, the CEO should step forward as the primary communicator. This doesn’t mean micromanaging PR teams but rather ensuring that their voices are heard at the right moments. Statements should be clear, empathetic, and solutions-driven while seeing the bigger and long-term picture.
2. Align communication with action
Words without action are meaningless. If a CEO makes a public commitment to address an issue, follow-through is critical. Roman leaders who failed to deliver on promises often faced rebellion; modern CEOs who fail to act lose consumer and investor trust.
3. Engage in multi-channel communication
Gone are the days when a single press release suffices. CEOs must engage across various channels–live video addresses, social media updates, press conferences, and direct stakeholder communications–to ensure their message reaches all audiences.
4. Maintain visibility beyond the crisis
Crisis communication isn’t just about damage control, it’s about reinforcing leadership. Once the storm passes, CEOs must remain engaged, reinforcing the company’s strengths and strategic direction.
5. Partner with expert communicators
While CEOs should be the primary face of crisis communication, they need expert guidance. Just as Rome’s leaders had advisors, modern CEOs must work with skilled PR and crisis management professionals to refine messaging, anticipate media responses, and execute a robust strategy.
The weight of the crown
Being a CEO is not just about running a company; it’s about leading it – especially when the fires of crisis burn. Ancient Rome teaches us that silence from leadership breeds instability, while strategic communication reinforces strength. In today’s business environment, CEOs who attempt to hide behind spokespeople risk eroding trust and credibility.
At PR Worx, we’ve seen first-hand how powerful leadership-driven communication can be in shaping perceptions, managing crises, and positioning companies for future success. CEOs who embrace their role as chief communicators don’t just survive crises; they turn them into defining moments of leadership.
So, to every CEO reading this: If Rome is burning, step forward. Your people–employees, investors, customers–are looking to you. The question is, will they see a leader ready to reassure and rebuild, or will they be left searching for a voice that never came?
And when the battle intensifies, know that you don’t have to fight alone. PR Worx stands as your strategic stronghold and warhorse – ready to help you own the narrative, protect your reputation, and emerge stronger. After all, when a crisis strikes, you want a six-foot gladiator in heels comfortably leading the charge, not a senator hiding in the wings.
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