Abstract
Leadership rhetoric during crises is essential for fostering public compliance and trust. This study employs a rhetorical criticism approach to investigate the communication strategies of national leaders during the initial stage of the COVID-19 pandemic in the United States, the United Kingdom, and New Zealand (Donald Trump, Boris Johnson, and Jacinda Ardern), utilizing the Charismatic, Ideological, and Pragmatic (CIP) leadership framework. Through a detailed analysis of speeches, it uncovers how each leader addresses the unique challenges posed by the pandemic, indicating that a mixed approach, exemplified by Ardern, is efficient in navigating complex crises, highlighting the significance of adaptable and context-sensitive communication strategies. This study contributes to the field of rhetorical criticism by offering insights into the effectiveness of diverse appeals during global challenges, underscoring the importance of flexibility. The analysis provides valuable perspectives for policymakers, communicators, and scholars.