To cite this article Walton, L. R., Seitz, H. H., & Ragsdale, K. (2012). Strategic use of YouTube during a national public health crisis: The CDC’s response to the 2009 H1N1 flu epidemic. Case Studies in Strategic Communication, 1, 25-37. Available online: http://cssc.web.unc.edu/files/2012/05/art3.pdf Strategic Use of YouTube During a National Public Health Crisis: The CDC’s Response to the ʹͲͲ9 HͳNͳ Flu Epidemic Laura Richardson Walton Mississippi State University Holli H. Seitz University of Pennsylvania Kathleen Ragsdale Mississippi State University Abstract The emergence of the 2009 H1N1 influenza epidemic produced a number of unique communication challenges for the Centers for Disease Control and Prevention (CDC). Part of the CDC’s response to these challenges included the strategic use of video posted to YouTube to address the public’s need for information in a timely and accessible way. This case study includes an examination of the context in which this communication response took place, an overview of the research and strategy development that informed the strategic communication, and an evaluation of the response. Keywords: health communication; social media; public relations; strategic communication; emergency and risk management Introduction In mid-April 2009, a new strain of influenza (later termed the 2009 H1N1 flu) was identified in a 10-year-old California patient. The unique strain of influenza virus initially emerged in Mexico and began to spread rapidly throughout the United States (U.S.). By the end of April, the Centers for Disease Control and Prevention (CDC) was certain a national public health Volume 1 2012 www.csscjournal.org ISSN 2167-1974