Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic

Cathy Whitlock and Amanda Hicken
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Cathy Whitlock: Parkinson’s Foundation, USA
Amanda Hicken: Pediatric Brain Tumor Foundation, USA

Journal of Brand Strategy, 2021, vol. 10, issue 1, 36-50

Abstract: This paper serves as a case study showcasing how two health-focused non-profit organisations, the Parkinson’s Foundation (PF) and the Pediatric Brain Tumor Foundation (PBTF), applied the principles from the US Centers for Disease Control and Prevention’s (CDC’s) Crisis and Emergency Risk Communication (CERC) theory across online channels during the COVID-19 pandemic. Each organisation leveraged online communication strategies to help its vulnerable patient population navigate the COVID-19 pandemic while simultaneously working to ensure its organisation’s survival.

Keywords: crisis communication; non-profit; COVID-19; health communication (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2021:v:10:i:1:p:36-50

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