Public trust in institutions in all parts of society is critical for health emergency preparedness. Leaders in government, science, public health, the private sector, international organizations, civil society, and the media are charged with identifying potential health risks and developing measures that will minimize their impact. But often, the threats are theoretical, something that may occur in the future, and difficult for many people to grasp as they address their very real day to day needs. It is only through empathy, accurate communications, community partnership, and effective actions that leaders generate the societal investments in resources and energy required to mitigate the effects of potential health hazards. Understanding the importance of public trust in institutions is especially critical during the COVID-19 outbreak, whose containment relies on the cooperative actions of business, NGOs, governments, communities and individuals.