Abstract
The purpose of the article is to analyze specifics of the communication construction and adaptation of cultural institutions products during the crisis. The pandemic associated with the spread of the COVID-19 coronavirus had a serious impact on all spheres of life and required a revision of many familiar processes. In particular, the system of communication with consumers in the spheres of culture and education had to be substantially restructured. Also in those areas the development and implementation of new products and projects, adapted to the restrictions conditions, became urgent. On that basis, the article deals with the specifics of creating and promoting educational products in a period of quarantine restrictions as well as of the most crisis-prone areas of work. The key outcome can be defined as the conclusion that an important factor in the effectiveness of communications is the study of the consumer needs, and in a continuous mode. The spheres of education and culture, in that case, are no exception. The prospects of the study are associated with the fact that new products related to the crisis and restrictive measures do not disappear with the return to “ordinary” life, but remain in the product line of many organizations. However the ratio of traditional and new products in the assortment portfolio of different organizations will be different, which depends on many factors. Studying the factors and thus effectively managing the product portfolio are tasks for future periods. It is thereupon (along with the study of needs) that it is necessary to develop a communication strategy for the organizations of the spheres of culture and education.
Published Version
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