Conventional wisdom says speak first, speak fast, and never let a vacuum form. Recent research complicates that picture. Not all silence is created equal. Le et al. (2019) identify three distinct types of silence (avoidance, hiding, and strategic delay) and only one of them protects leadership credibility. Used well, strategic silence buys time to get the response right and signals work-in-progress. Used badly, silence is simply evidence you were hiding.

Conventional wisdom says set high expectations. Research says it's more complicated than that. University of Pennsylvania scholar Samir Nurmohamed found that the effect of high or low expectations depends almst entirely on credibility. Credible sources create self-fulfilling prophecies. Non-credible sources create underdogs who work harder to prove them wrong. In a pandemic, your leadership credibility is the single most valuable asset you have.