The white paper is where I investigated a current problem in crisis communication and propose a theory-informed solution to practitioners. I am explored how organizations are adapting crisis communication procedures to reach Gen Z audiences in the age of viral misinformation. It is intriguing to me how impactful viral misinformation can suddenly undermine an organization's credibility, erode public trust, risk of loss of business and complicate crisis management efforts. I researched and formulated solutions based in IMC that organizations can more effectively manage misinformation, maintain control of the narrative, and build trust with Gen Z on social media platforms. This requires organizations to rethink their communication strategies, developing content that is both accurate and engaging through IMC principles.

A praxis solution involves communication theory for organizations to amplify monitoring of misinformation, and having culturally relevant influences to communicate to the target demographic on these social platforms. I was able to communicate my findings in a white paper format in addition to a research poster.

Adapting Crisis Communication for Gen Z in the Age of Viral Misinformation

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