. He is an expert in risk communication, crisis communication, and health communication. Morse observed that, “During his speech, Biden successfully delivered a potentially complex message involving a health crisis. While there were several things he did well, three aspects should be key lessons for leaders.
“First, while providing several responses to the crisis, Biden also focused on the efficacy aspects of them. It is not enough to provide solutions, but leaders must also focus on the ease or simplicity of enacting those responses to the public. “Second, he detailed how the responses would alleviate concerns created by the crisis. Crisis situations by nature are problematic because they threaten our ability to predict and explain our world around us, in other words they create uncertainty. Biden was explicit in linking his responses to ‘how’ they will help us ‘make sense’ of our world again thereby removing uncertainty for the listeners. Finally, Biden admitted what he didn’t know.
“Biden outlined conversations that he had with constituents asking him about the availability of vaccination for children under 5 years of age. Rather than provide a timeline, or discuss even what was being done, he admitted he did not know when that decision would be made and that he was relying on experts and science to find the answer. Some might have felt this admission was a weak point for a leader in crisis.
“However, effective leaders in crisis deal with facts, what is known, and in cases where they are unsure or lack knowledge, they admit that to the public. Admitting that one doesn’t know an answer, but are working on finding out, not only increases credibility of a leader, but also increases the level of trust the public has towards that leader,” he concluded.Today’s announcement is the latest in a series of actions and plans by Biden to address the coronavirus crisis.
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