The Contrasting Risk Communication Strategies of European Leaders during the COVID-19 Crisis

Abstract COVID-19 brought the role of leaders under intense scrutiny; their communication and framing of the crisis was crucial during the initial period of uncertainty. UK prime minister Boris Johnson and German chancellor Angela Merkel, managed and communicated the first wave of the crisis (March-June 2020) very differently. The clear contrast between pandemic response in two countries, with similar population sizes, wealth, and exposure to COVID-19, provides a lens through which to reflect on the different risk communication strategies utilized by both leaders. Following a grounded theory approach, the communication strategies of both leaders were examined. Transcripts from 31 press conferences from the initial announcement of COVID-19 to the end of the first wave were examined, and key themes identified. The analysis was framed using the CDC’s Crisis and Emergency Risk Communication lifecycle model, allowing for a structured comparison across different phases of the crisis. The findings were examined through the broader socio-political context of their communication. Similar themes were present in both leaders’ speeches, this included a focus on national identity; national strategy; health situation and social solidarity. However, they did so in markedly different ways. Merkel’s consistent, evidence-based communication strategy was more closely aligned with risk communication best practice compared to Johnson’s initial populist approach, which ultimately required a significant mid-crisis adjustment. Their different approaches also reflect their personas as political figures. Key messages • The consistent, science-based communication strategies exemplified by Merkel closely followed risk communication best practice and is likely enhanced public compliance and trust during the crisis. • These finding demonstrate the importance of incorporating a political lens to understand leaders approaches to risk communication and in public health research more broadly.