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Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic
Journal of Brand Strategy,
10
(1),
36-50
(2021)
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
The full article is available to subscribers to the journal.
Author's Biography
Cathy Whitlock is Associate Vice President of Online Communications at the Parkinson’s Foundation (PF), specialising in the creation of high-impact, multimedia communication programmes with a focus on website user experience, social media engagement and digital advertising. She has worked extensively across non-profit, corporate and higher education sectors.
Amanda Hicken is National Director of Brand Strategy and Integrated Marketing at the Pediatric Brain Tumor Foundation (PBTF), where she leads PBTF’s brand excellence, communication and marketing strategies to increase awareness of the deadliest paediatric cancer and strengthen PBTF’s position as the world’s nonprofit leader dedicated to children battling brain tumours. She has extensive experience in developing and executing multichannel communication strategies for the non-profit and corporate sectors.
