Дигитален разказ в контекста на кризисната комуникация: кампании в посткризисен период
Digital storytelling in the context of crisis com-munication: post – crisis campaigns

Summary/Abstract: The paper attempts to clarify the concepts of digital narrative and digital storytelling in the context of crisis communication. It is highlighted that the aim in the post-crisis campaigns is to be restored the organizational reputation and the loyalty of the targeted communities. The author attempts to analyze post-crisis campaigns in three different fields - institutional, corporate, and non-government that involving forms of digital narrative. Digital storytelling has a strong and powerful effect on communicating NGO causes. In two out of three cases (NGOs and the corporate sector) communication professionals used video storytelling, while in the institutional sector, formats such as story map and location-based storytelling are used.

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