Управљање садржајем у кризним ситуацијама
Creating, Publishing And Using Content During Crises

Summary/Abstract: 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.

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