"Who cares?” Questioning the ethic of care in disaster crisis communication in Indonesia (2021)

Ethic of care is a novel yet less-preferred concept in addressing crisis communication and PR practices. Developed by Gilligan, the concept contends that organizations’ crisis communication attempts should integrate more care in mind rather than merely prioritizing compliance to established rules, namely ethics of rule. We are not to argue that adhering to rules is wrong – it yields organizational benefits nevertheless. However, we would like to elaborate previous research that argued that integrating ethics of care will enable an organization to remain safe especially during the challenging times throughout a crisis cycle. Furthermore, this principle can be implemented via the Applied Model of Care Consideration (AMCC) framework, which greatly helps organization in designing a more empathetic crisis communication strategy.