Crisis Communication of the Konzum Supermarket Chain during the COVID-19 Pandemic

Svaka kriza predstavlja prekretnicu u poslovanju. Ukoliko se krizom dobro upravlja ona može povoljno utjecati na organizaciju. Krizno komuniciranje izrazito je težak i iscrpan posao koji predstavlja jednu od najvažnijih sfera u odnosima s javnošću. Cilj ovog rada bio je analizirati krizno komuniciranje tvrtke Konzum za vrijeme pandemije COVID-19. Istraživanje je provedeno kroz studiju slučaja, analizu sadržaja i SWOT analizu. Kriza uzrokovana pandemijom COVID-19 značajno je promijenila živote iz korijena i dovela svijet u dosada neviđenu krizu. Pravilnim upravljanjem kriznih odnosa s javnošću može se dovesti do poboljšanja ugleda koji je, organizaciji Konzum, nakon krize 2017. bio značajno ugrožen.Every crisis represents a turning point in business. If the crisis is well managed, it can have a positive effect on the organization. Crisis communication is extremely difficult and extensive work that represents one of the most important spheres of public relations. This paper aimed to analyze Konzum's crisis communication during the COVID-19 pandemic. The research was conducted through a case study, content analysis, and SWOT analysis. The crisis caused by the pandemic Covide-19 significantly changed the lives of the roots and lead the world to an unprecedented crisis. Proper management of crisis public relations can lead to an improvement in the reputation of Konzum, which was significantly endangered after the 2017 crisis