How can we explain this increasing use of communication techniques by managers ? This is the question that this research proposes to answer through a qualitative approach based on content analysis. For this, we are inspired by the theory of discourse analysis and use crisis communication as an explanatory frame work for the phenomenon studied. Political communication is rather a set of social actions or, to put it better, a set of practices. Even if political communication seems to take the place of propaganda in several regimes, it is appropriate, in this article, to examine more closely to what extent this communication on the COVID-19 pandemic offers information likely to nurture the conscience and knowledge of the citizen. From this perspective, it would be desirable to focus on better understanding political practices. Adopting this issue is still taking communication techniques seriously in the form of adhering to specific ways of thinking and acting in light of what leaders put forward as an argument. This study invites message advertisers in the response to the Covid-19 pandemic to shift the communication paradigm through the tone and people involved in the process.