Resumen de Public relations for the bereaved: : Online interactions in a community for stillbirth and neonatal death charity

Roxana Maiorescu

• This paper uses the case of the Stillbirth and Neonatal Death Society (SANDS) in the UK and assesses its use of social media. The results reveal that SANDS engages in one-way communication and fails to take full advantage of the potential of the Web 2.0 to increase awareness, raise funds, and break the taboo around stillbirth and neonatal death. The results can be used to improve SANDS’ online communication and can be applied by similar nonprofits in the UK.