ABSTRACT

The focus on COVID-19 shifts away from the moral violations of the scansis to a broader form of extreme crises represented by a pandemic. COVID-19 is a public health crisis that also proved to be extreme in nature. This pandemic required a different approach because it was characterized by a lot of uncertainty, which in turn led to anxiety. Organizations had to become skillful risk communicators not only for external publics but also internally, for the well-being of their employees. Moreover, communication during a pandemic reinforces the value of empathy in crisis interventions.