УПРАВЉАЊЕ САДРЖАЈЕМ У КРИЗНИМ СИТУАЦИЈАМА/CREATING, PUBLISHING AND USING CONTENT DURING CRISES
Abstract
Креирање, објављивање и управљање садржајем су нови начини комуникације са потрошачима. Реч је о комуникацији путем интернета која се заснива на пружању квалитетног, интересантног и релевантног садржаја у оном облику који је најадекватнији за потрошача. Захваљујући упућеном садржају потрошач успева да реши одређени проблем, да се информише или забави. Полазећи од основних карактеристика креирања, објављивања и управљања садржајем који се употребљава у регуларним условима пословања, са једне, и основних својстава комуникације организација у кризним ситуацијама са друге стране, у раду су приказана најважнија обележја оваквог начина комуникације у уобичајеним условима пословања. Библиографско-спекулативном методом образложени су разлози његове употребе у различитим стратегијама кризних комуникација. Приказани су најзначајнији облици креирања и употребе садржаја у кризним ситуацијама. Било да је реч о употреби садржаја у регуларном пословању или у непредвиђеним околностима, досадашња сазнања су углавном конципирана на стручним искуствима, те рад доприноси будућим правцима научног истраживања приказаног концепта.
Кључне речи: креирање, објављивање и управљање садржајем, криза и кризне комуникације.
Creating, publishing and using content is one of the new ways to communicate with consumers. It is about Internet communication based on high-quality, interesting and relevant material in a form that is most appropriate for the consumer. Owing to the targeted content, the consumer is able to solve a specific problem, to be informed or entertained. From the basic characteristics of creating, publishing and using content in the regular business conditions on the one hand and the main features of organizational communication in crisis situations on the other, the paper presents the principal attributes of this way of communication process in the usual business operation and explains the reasons for its use in crisis. By means the bibliographic-speculative method the paper discusses the motivation of its use in different strategies of crisis communication. This research cites existing studies on the use of individual forms of content in crisis situations. Used either in the usual business operation or in unforeseen circumstances, the current knowledge of creating, publishing and using content is based primarily on professional experiences, so this study may contribute to future directions of scientific research on this concept.
Key words: creating, publishing and using content, crisis, crisis communication.
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