Connection Through Crisis: A Thematic Analysis of Dialogic Public Relations and Renewal in Social Media Posts from Nonprofit Organizations During Hurricane Helene

Author

• Cassidy L. Gruber, Clemson UniversityFollow

Date of Award

5-2026

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communications

Committee Chair/Advisor

Dr. Virginia Harrison

Committee Member

Dr. Brandon Boatwright

Committee Member

Dr. Andrew Pyle

Abstract

During a crisis, nonprofit organizations must communicate quickly and ethically with their stakeholders to maintain a good relationship. Data was collected from nonprofit organizations’ Instagram and X accounts during a one-month period surrounding Hurricane Helene in 2024 to see how organizations were communicating with their stakeholders during a crisis. This study found that nonprofit organizations were implementing elements of dialogic communication and renewal into their social media messages. It was also found that national and global organizations were more vocal than local and regional organizations during the crisis. This research highlights the importance of communicating ethically with stakeholders during a crisis by implementing elements of dialogic communication and renewal into social media messages.

Recommended Citation

Gruber, Cassidy L., "Connection Through Crisis: A Thematic Analysis of Dialogic Public Relations and Renewal in Social Media Posts from Nonprofit Organizations During Hurricane Helene" (2026). All Theses. 4797.
https://open.clemson.edu/all_theses/4797

Author ORCID Identifier

0009-0007-1864-5359