Viewers tune in knowing what to expect. First comes the president with a colorful, optimistic overview of the day’s broad theme in tackling the coronavirus pandemic.
Then comes his second in command — the apprentice, if you will — a voice of calm delivering statistical updates that show the wins and losses of the past 24 hours.
And then the scientists, deploying data bombs to remind a nervous public to stay home and wash their hands.
This is the Trump Show: Pandemic Edition, complete with special appearances and mammoth ratings. At times, its audience has hit 8.5 million, putting it on a par with the season finale of The Bachelor. That reach makes it a powerful tool for informing the public of the dangers of the coronavirus, but it carries the risk of dangerous mixed messaging.
And although it might seem trivial to compare the briefings to the structure of a TV show, crisis communications specialists say it is vital in uncertain times to deliver updates in a predictable way.
Matthew Seeger of Wayne State University, who helped develop the Centers for Disease Control and Prevention guidebook on crisis communications, said: “What’s most important is that there’s consistency in terms of when information is released and a system that’s followed, fundamentally an agenda or a template that’s followed every time.”
It falls to President Trump to take on the role of MC, delivering the opening statement and picking journalists to ask questions.
“Because of the sacrifices of our great doctors and nurses and healthcare professionals, the brilliance of our scientists and researchers, and the goodness and generosity of our people, I know that we will achieve victory and quickly return to the path of exceptional health, safety, and prosperity for all of our citizens,” he said on Thursday, as he talked up a speedy resolution.
The format shifted this week, with Trump exiting stage right after delivering his opening monologue and taking a handful of questions rather than staying for the whole episode.
It followed a string of negative reviews noting that his bombastic delivery, joking about the “deep state department” or haranguing reporters, was distracting from the public health messaging.
A senior administration official said it was about making the best use of the president’s time.
“He spends 20 or 30 minutes preparing, then goes out there and he can be using up an hour or more of his valuable time,” said the official. “It makes sense to get back to work.”
The theme of the day dictates who guest stars.
Attorney General William Barr and Treasury Secretary Steven Mnuchin made appearances this week, introducing action on price gouging and the $2 trillion emergency support bill this week. Others have included Food and Drug Commissioner Stephen Hahn and Federal Emergency Management Agency Administrator Peter Gaynor.
Next is Vice President Mike Pence with his catchphrases. “The White House Coronavirus Task Force met today” is his predictable opening line as he offers a granular breakdown of the discussions so far.
The second comes with a prop, his printout of the 15-day guidance on social distancing.
“But as millions of Americans do their part with ‘15 Days to Slow the Spread,’ putting into practice the president’s guidelines for combating the coronavirus and its spread, we grow more confident every day that this too shall pass,” Pence said this week.
A supporting cast of scientists follow.
For Dr. Deborah Birx, an immunologist who is the coronavirus response coordinator, it is to deliver gobbets on data to keep people washing their hands. She has reported on the increased fatality rate among men compared with women, reminded viewers that millennials have a key role in halting the spread, and shared a family story about her grandmother, who introduced flu to her home during the 1918 pandemic.
“This is why we keep saying to every American: You have a role to protect each and every person that you interact with,” was the moral of her tale.
But perhaps the breakout star is the diminutive figure who takes on the role of the president’s skeptical sidekick. Dr. Anthony Fauci, the top infectious disease expert on the panel, is frequently called upon to temper Trump’s enthusiasm.
So when he was asked about the president’s hopes of getting America back to work by Easter, Fauci suggested the deadline would be “flexible.” And as Trump talked up the use of malaria drugs in treating the coronavirus, the 79-year-old scientist reminded viewers the evidence so far was merely “anecdotal.”
Jeanne Zaino, professor of political science at Iona College, said the briefings were a work in progress, but the star needed to let his supporting cast take more of the lines.
“[Trump] sometimes has a problem giving up the microphone, which can lead to these mixed messages,” she said.
Either way, the show always ends with a reminder to tune in to the next episode:
“And I’ll see you all tomorrow.”
