Care in Crisis: An Applied Model of Care Considerations for Ethical Strategic Communication


  • Julia Daisy Fraustino West Virginia University
  • Amanda K. Kennedy



ethics, crisis communication, applied model of care considerations, Nestlé, Uber


Crises ranging from organizational wrongdoings to natural disasters cause destruction and even deaths. Communication is crucial for reducing harm and protecting public interest. This work forms foundations for ethical public interest communications (PIC) based organizational communications throughout the crisis lifecycle and across contexts. The Applied Model of Care Considerations (AMCC) is proposed and developed. The AMCC presents cross-cutting care considerations (i.e., relationships, interdependence, vulnerability, reciprocity) and four landscapes of care (i.e., physical, cultural, political/economic, human). Model constructs are applied to: (1) Nestlé’s decades-long global baby-formula-promotion controversy, and (2) #DeleteUber consumer outrage surrounding the ride-sharing app’s perceived profiting from travel-ban protests. Rooted in feminist normative philosophies, this research addresses literature’s lack of: (1) general crisis ethics theory, (2) applied crisis communications ethics, and (3) feminist-theory-oriented crisis communication.

Author Biography

Julia Daisy Fraustino, West Virginia University

Julia Daisy Fraustino is an assistant professor of strategic communication and co-director of the Public Interest Communication Research Lab in the Media Innovation Center at West Virginia University. Her research intersects risk/crisis communication, ethics, and digital/social media, appearing in more than 50 journal articles, book chapters, refereed presentations, and government reports.


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Original Research