PM Lee Hsien Loong (Singapore)
On February 8, 2020, as Singapore raised its risk level (DORSCON) to Orange, Prime Minister Lee Hsien Loong delivered an address designed to be a stabilizing force. His speech was a textbook execution of crisis communication, prioritizing credibility and promoting action.
He understood the urgency of the moment, mastering the CERC principle of Be First. By speaking immediately following the DORSCON upgrade, he preempted the inevitable vacuum of fear and rumor. His message was relentlessly clear, establishing a high degree of credibility. He was transparent about the new local clusters but immediately followed this with a firm, factual assertion that the situation was “under control.” This balance was essential to Be Right offering facts without alarmism.
Crucially, the PM did not talk to the people; he spoke with them as partners. He immediately sought to Express Empathy by acknowledging the public’s anxiety and thanking them for their “social and psychological resilience.” This validation built a foundation of mutual respect. The address culminated in specific calls to Promote Action such as personal hygiene, monitoring one’s health, and avoiding large crowds. There were no grand claims of victory, only a sober, pragmatic appeal to the citizens to shoulder their civic duty.
In conclusion, PM Lee Hsien Loong demonstrated excellent crisis communication. His address was structured, empathetic, and highly effective in fostering national trust and cooperation, setting a clear path for collective action.
President Trump (USA)
Weeks later, as the global threat intensified and the WHO was set to declare a pandemic, President Donald Trump addressed the U.S. nation (likely on March 11, 2020). His nine-minute address was a powerful statement of authority and decisive action, yet it was undermined by inconsistencies in its core public health messaging.
The President successfully fulfilled the CERC principle of Be First by delivering a major prime-time address that detailed an unprecedented policy action such as the immediate suspension of most travel from Europe. He also clearly provided specific instructions to Promote Action, advising the public on essential hygiene, washing hands and staying home if sick.
However, the effectiveness of his message faltered in the key areas of accuracy and emotional connection. The principle of Be Right was weakened by minimization, as he repeatedly characterized the crisis as “a temporary moment of time” and asserted that the risk to Americans was “very, very low.” This conflicted with the gravity of the policy actions he was announcing, leaving the public confused about the true severity of the situation.
This minimization also compromised his Credibility. The speech heavily focused on economic strength and national capacity (“the greatest economy anywhere in the world”), blending political assurance with public health advice. This intermingling of unrelated themes made the health warnings feel secondary. Furthermore, the speech contained little emotional outreach. The principle to Express Empathy was largely absent, with the focus on the government’s decisive actions rather than on the public’s fear, suffering, or loss.
In conclusion, President Trump’s communication was mixed. While he effectively communicated specific actions, the messaging violated key CERC principles by minimizing the threat and lacking empathy. The result was a communication strategy that was decisive but failed to unify the nation behind a clear, trusted, and consistent public health narrative.
