This study investigates how essential retailers responded to the COVID-19 pandemic through stakeholder communications. Based on a comprehensive text analysis of the corporate websites of the 20 largest U.S. essential retailers during the first 19 months of the crisis, we categorize the public health measures communicated by these retailers and assess how these retailers adapted their messaging to address the concerns of different stakeholders over time. This analysis allowed us to create a framework for understanding the flow of retailer/stakeholder communication (...) during a health crisis, highlighting the important role businesses can play in alleviating stakeholder concerns when public health is on the line. We discuss the implications of our findings for retailers and public policy, aiming to enhance preparedness and response for future health emergencies. (shrink)