The efficacy of this travel ban is questionable (given all these exceptions such as one for UK. Can people coming from other parts just have a layover in UK and be get permission to enter the US?). But lets give them the benefit of the doubt and assume that they did so in good faith.
It is what's not in the speech that was very very concerning. - No mention of how / when / if people can get tested. - No mention of any plan to handle the economic situation. What happens when businesses in Tourism and restaurants run out of their runway and have to layoff people? What happens to hourly workers who get sick? - No assurance to encourage undocumented residents to go for testing if they experience symptoms. - No mention of large public events. Many local governments and private organizations are doing so in an ad-hoc ways. A consistent voice would literally save lives here.
Their team seems to be singularly focused on 'winning the narrative' or 'spinning' properly than anything else... Well, I guess this is just my opinion.