Sharing Black trauma as COVID-19 crisis communication tactic: assessing communications from a regional hospital system in Albany, Georgia

Abstract

ABSTRACT Background The predominantly Black city of Albany, Georgia, and its metropolitan region, was hard hit during the first wave of COVID-19. In the midst of the wave, the local hospital produced a video of a Black man dying from COVID-19 as a part of its crisis communication strategy. The purpose of this study is to critically interrogate a crisis communications tactic used by one healthcare delivery system during the COVID-19 pandemic. Methods We conducted a quantitative content analysis of the reception of the video, measured through comments, and did a critical-cultural qualitative review of the video through a critical health communication lens. Results The majority of comments (81.7%, n = 67) were categorized as affective coping (emotional support or emotional venting). The remaining minority of comments fell into the remaining categories (cognitive coping and conative coping). Almost half of affective coping strategy comments (49%, n = 46) were sub-categorized as emotional support, while 51% (n = 48) of affective coping strategy comments were sub-categorized as emotion venting. Conclusion As healthcare and public health institutions begin to reckon with the impact of racism in our own field, important implications exist for crisis communication practices within these institutions. We offer alternative strategies for culturally safe crisis response practices for healthcare institutions.