한국에서의 홍보 : 산업과 교육

김원석 ( Won Suk Kim ) 한국PR학회 2002 PR연구 Vol.6 No.2

Recently, there has been growing interest in public relations as a profession and college-level public relations education in Korea. The skills and techniques employed in the United States public relations have grown increasingly sophisticated in the past few decades, but the practive of public relations in Korea is still in the formative stage. Therefore, this study seeks to provide a descriptive overview of the contemporary Korea public relations industry and education. First of all, before reviewing Korean public relations practive, understand social, political and economic(SPE) contexts in KOrea according to Dr. Culbertson`s SPE Model. And briefly review about Public Relations history in Korea. The public relatiosn industry consists of three different key actors : public relations agencies, public relations media and public relations clients. Public relations industry : the structure and practice in Korea resembles the Japaneses system rather than that in the United States. Most of the public relations market is dominated by several major advertising agency-related public relatiosn divisions. All of these agencies are located within in-house advertising aencies supporting Korean Chaebols. And some leading independent public relations agencies have formed strategic alliances with western multinaitonal public relations firms. Korea had several major television and radio networks. They include the state-owned KBS and ten commercial broadcasters which encompass MBC and the SBS. The cable television services were operated by 29 program providers(PP) and 77 station operators(SO)`. Several satellite broadcasting services also starte in October 2001. In addition, Korea has 112 daily newspapers including those serving specialized audiences along with 1,999 weekly magazines, 2,319 monthly magazines and 1,245 magazines of other types. According to a survey by Kim, Korea haces several problems in public relatiosn education. First, most universities have focused on advertising education, even if their units are called Department of Advertising and Public Relations. Second, it is needed for unified organization is needed to integrate all public relations related organizations. There are several organizations representing their own interests. Third, committee is needed to define the body of knowledge in public relations. Really, there are a lack of qualified professors, textbooks and teaching materials, including relevant public relations cases.

PR의 사회적 역할에 대한 탐색적 연구: PR실무자, PR교육자, 일반인의 인식을 중심으로

이현승 ( Hyun Seung Lee ),조삼섭 ( Sam Sup Jo ) 한국PR학회 2006 PR연구 Vol.10 No.2

The word of public relations has been widely used in many parts of society, and in fact the concept is too broad and ambiguous to make its definition. Despite growth of public relations industry, it has been perceived by its function and becomes harder to seek its social meaning of existence. Therefore, this study is to discuss public relations`s ultimate value by revealing perspective on various social roles of public relations practitioners, public relations instructors, and the general public and difference in such understanding among them. This study theoretically examines what role public relations can play socially through its paradigm approach and from its symmetry-asymmetry worldview. Positively to understand its current and ideal social roles, the study classifies its target groups into public relations practitioners, public relations instructors, and the general public, and draws up a questionnaire based on classification of its social role suggested by James E. Grunig and Jon White. Public relations practitioners, public relations instructors, and general public are with one voice to some extent that present public relations has been used to maximize commercial profit by influencing sales and returns to corporate and customers and in justification for those who wield influence over government and economy. However, they also agree that ideal public relations should be made a change in a way that it promotes public good, mutual understanding of both organization and the public, lively discussion on various social issues, and desirable change to organization and society.

김영란법 제정을 통해 본 언론관계의 PR 윤리 및 준법성에 대한 PR 실무자 인식 연구 -실제적인 윤리적 갈등 상황과 향후 변화 전망을 중심으로

허주현 ( Joohyun Heo ),김수연 ( Soo Yeon Kim ) 한국PR학회 2015 PR연구 Vol.19 No.4

On March 2015, the Anti-corruption Kim Young-ran Law was passed, and the scope of the law``s subjects included journalists. This offered a critical opportunity to investigate ethical issues in media relations from the public relations industry``s perspectives. This study explored public relations practitioners`` perceptions of ethical conflict and predictions of change after the law is executed. In conducting in-depth interviews with 13 public relations practitioners, media reports for strings attached, costly fam tours for journalists, and various services for journalists were found to be significant ethical issues for media relations. Public relations practitioners believed that abstract ethical codes and ethical education are not helpful for resolving ethical issues. Some expected that the law would change public relations practitioners`` attitudes, publicize existing unethical practices, reorganize ethical guidelines, and promote practical changes in public relations ethics. However, others were concerned that new methods to avoid this law``s influence would arise and that the law would not be effective. Finally, this study discusses how the public relations industry can cope with the societal and legal changes and practice public relations ethics in the real world.

일반인들의 Public Relations의 개념과 기능에 대한 인식 연구

조삼섭 한국소통학회 2021 한국소통학보 Vol.20 No.1

본 연구는 일반인들이 PR에 대하여 가진 일반적인 이미지나 목적을 설문조사를 통 하여 탐색하였다. 본 연구는 설문을 기존 이론이나 정의에 의한 폐쇄형 문항대신에 개 방형으로 질문하여 될 수 있으면 일반인들이 가진 인식을 실제적으로 탐색하였다. 조사 결과, 일반인들은 PR에 대하여 가지는 뉘앙스나 이미지는 대부분 자기PR 혹은 광고를 가장 먼저 떠올리고, 포장하기, 기업 이미지 제고, 설득을 떠올리는 것으로 나타났다. 조사결과 응답자들은 광고와 PR을 거의 동일시 하였고, 광고와 PR에 대하여 거의 구 분을 하고 있지 않았다. 일반인들은 PR을 널리 알리는 기능적인 역할에 주목하여 광고 와 PR은 거의 동일한 역할로 인식하고 있었다. 이 같은 결과는 일반인들이 가진 PR에 대한인지나, 지식은 이론에서 정의하는 것과 는 많이 다름을 나타낸다. PR의 이론적 정의에서 강조하는 요소로 볼 수 있는 쌍방향 성, 상호 호혜성, 조직-공중 관계성과 같은 근본적인 개념과는 상당히 거리가 있는 결 과로 볼 수 있다. 이같이 일반인이 가진 이미지와 인식은 향후에 PR이 국내에서 학문적 논의를 진행 해나가는데 부정적인 요소로 작용할 가능성이 크다고 할 수 있다. 학회차원에서는 각 대학의 학과명칭이나, 학과 커리큘럼, 정부, 기업의 홍보담당 관리자 명칭에 대하여 제 고할 수 있는 공론장을 활성화 시킬 필요가 있고 장기적으로 홍보, PR, 커뮤니케이션, 공중관계학의 정확한 개념적 정의를 학계에서는 마련해야 할 필요성을 제기하고 있다. The study examined the general public’s perception on public relations image and its purpose. The study explored the public’s perception using open-ended questions instead of closed questionnaire to explore natural image on public relations. The results showed that public perceive as image making, self-promotion, packaging, management of corporate image, and persuasion when it comes to public relations. The most respondents equated advertising with public relations, did not distinguish them. Most perceived that the advertising and public’s role are the same in terms of function. The results suggest that general public’s perception on public relations differ from the theoretical definition in academia. The theoretical words such as two-way communication, control mutuality, organization-public relationship in public relations seem to be quite different from public’s perception. The public’s present perception on public relations seems to hinder the theoretical advancement on public relations in Korea. The study suggests that Korean public relations academia needs to activate open discussion on college department name, public relations curriculum, name of public relations professionals. Furthermore, the public relations scholars need to elaborate public relations definition, difference between public relations and Hong-Bo, organization-public relationship in Korea.

국제PR관점으로 본 공공외교전문성에 관한 연구: 문화 중심적 접근을 통해

안보섭 ( Bo Seob An ) 한국PR학회 2011 PR연구 Vol.15 No.4

International public relations activities have been done by various actors such as governments, conglomerates, non-governmental organizations, and broadcasting companies. Public diplomacy is also defined as diplomacy by a variety of actors beyond government. These overlapped and intertwined activities of international public relations and public diplomacy are different from traditional and independent activities of both sides. There are two opinions on international public relations and public diplomacy. Some scholars regard international public relations activities as part of public diplomacy activities. They think of international public relations as promotion activities of national brands or forming activities of public opinion. The other scholars consider international public relations are different from public diplomacy because they think public relations as propaganda or one-way persuasion. Grunig (1992), however, tried to change these traditional perspectives of public relations activities from one-way asymmetrical communication to two-way communication. Wang(2006) argued that effective public diplomacy is based on dialogue between two countries. This study intends to research public diplomacy professionalism on international agenda through surveying opinions of international public relations practitioners from this two-way and dialogic perspective-cultural perspective. The research findings are summed as follows. It turned out that public diplomacy professionalism consist of followed abilities or values: diplomatic ability, respectful attitude to other culture, media / negotiation abilities, relationship / dialogue, collaboration / embrace, approval / public opinion. This research finding shows that future study on public diplomacy professionalism would be better to be done by united and multidisciplinary efforts; it should be actualized enough to reflect the practitioners`` needs. This study also intended to consolidate international public relations activities and public diplomacy activities based on a variety of research findings on international public relations and public diplomacy from public relations perspective. These findings implies that international public relations and public diplomacy activities should be based on the public opinion of other countries from cultural perspective; it also indicates that public diplomacy professionalism should be focused on more cultural perspective which enable us to understand the culture of other countries in depth.

정책 PR의 실존적 의사결정 과정에 대한 탐색적 연구

이종혁(Lee, Jong Hyuk),이철한(Lee, Cheol Han) 동국대학교 사회과학연구원 2015 사회과학연구 Vol.22 No.3

정책 PR(public relations)은 이제 행정업무에 있어 주요한 핵심 업무로 자리매김했다. 행정의 핵심과정으로서 의사결정은 주요한 핵심 과정이고 그 중심에 홍보가 놓여있기도 하다. 기존 행정분야의 연구에서 의사결정에 대한 많은 논의와 의사결정 모형과 제한사항에 대한 논의가 있어왔다. 하지만 정책홍보의 영역에서 실제 과정에 어떤 현상이 나타나고 있으며, 그 의사결정 모형은 기존 이론에 근거해 볼 때 어떠한 모형에 가까운지 그리고 기존 모형에서 설명될 수 없는 새로운 특징은 없는지에 대한 탐색을 목표로 하고 있다. 특히 이러한 연구는 기존 통합적인 개념의 PR모형에 대한 논의를 PR활동 분야별로 세분화하여 정책홍보 활동의 현 모형을 재검증해 보는 계기도 마련해 볼 수 있다는데 의미가 있다고 판단된다. 연구의 목적에 부합하도록 본 연구에서는 정책홍보를 담당한 정책홍보 실무자들을 대상으로 심층인터뷰를 실시하여 실제 현상에 대해 깊이있는 탐색을 수행하였다. 이러한 접근 결과, 정책홍보의 집행과정에 있어 다양한 의사결정 모형이 혼재되어 있는 것으로 나타났다. 하지만 가장 두드러진 접근방법은 점진주의이다. 정책PR의 의사결정은 관료주의적 의사결정에 입각하여 점진주의(incrementalism)에서의 행정의사결정이 가장 빈번하게 채택되는데 이는 점진주의에서 새로운 개혁적 대안 보다는 과거의 행정의사결정과 유사한 활동을 전개하게 되고 이러한 점진주의를 선호하는 것은 정치적 이유인 것으로 판단된다. 또한 엘리트주의 역시 정책 PR 형성과 실행에 영향을 끼치는 것으로 발견되었다. 이는 정책홍보가 갖는 특수성이 반영된 것이기도 하며 동시에 향후 어떤 방향으로 정책홍보를 개선해 나가야 할지에 대한 해법을 제시해 줄 수 있는 계기가 될 것으로 기대된다. Public policy promotion is now a main job for government public administration process. The decision making process is indispensable process and the public relations is located at the center. The existing studies on public administration focused on the decision-making process of policy and its limitations. However, little research focused on the governmental policy relations and reveal public relations model for the government. The purpose of this study is to reveal the decision-making process of government public relations execution made by high-ranking officials. The existing model did not explain fully about the current government public relations process. Thus, this study explores the public relations decision making process in a police execution process. Based on the in-depth interviews among high-ranking officials of public relations at the government, this study found that specialities of public relations characteristics influenced on the decision making process and also showed that development of PR model for government for a betterment of policy relations. Based on the results, this study showed that the incrementalism dominates during the policy decision making among other decision making models due to political considerations. In addition, elitism also influences the policy public relations’ execution. In sum, this study found that government policy decision making process influences the public relations practices and also is influenced by high-ranking officials’ perspectives of public relations.

STUDY ON TYPE OF SUCCESSFUL ADVERTISING PUBLIC-RELATIONS CAMPAIGN STRATEGY IN 4TH INDUSTRY INNOVATION

Jeiyoung Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction This study examines acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation on students in dept. of advertising public relations. And this paper tries to analyze how university students feel and perceive acceptance effect of concept of successful advertising public-relations campaign strategy in 4th industry innovation and how the types are classified. Examining opinions of concept of successful advertising public-relations campaign strategy in 4th industry innovation on university students is an important direction for research at the level of multiple discussion in which we can look at it from the center of social and cultural issues, and meaningful for the development of the related researches in the future. This paper purposes to examine the characteristics and the subsequent implication of acceptance type of acceptance effect about concept of successful advertising public-relations campaign strategy in 4th industry innovation on university students' self-consciousness and to suggest subsequent use value. Theoretical Development This study is to examine the types of university students who perceive acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation. In addition, until now, the interests and researches of the related societies are most actively in progress however there is hardly analysis on the acceptance types of acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation on university students' self-consciousness found. So this study tries to discover a type of acceptance in which university students themselves define and structuralize acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation through Q-methodology approach. Research Design In this study, Q-methodology will be applied to the sorting of statement cards to determine students’ reception type derived from the effect of a behaviors. As a source for statement cards, a Q-concourse was developed based on newspaper articles, specifically Korean articles on acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation related political items, advertisements, and interviews; from this data a Q-statement was written and a P-sample selected. Following this, sorting was done to determine the Q-sort, which was then analyzed using a PC QUANL program(for Dos). The Q-sample for this research is composed from the statements of acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation, in order to document their subjective opinions and values. At first, 34 Q-population (concourse) was selected based on the media related literature review described above, and interviews targeting the general public. As the next step representative statements were chosen randomly and reduced in number to a final 16 statement samples for the purposes of this study. These statements include all opinion values and were written to have positive, neutral, and negative balance. Since Q-methodology deals with intraindividual differences rather than inter-individual differences, it is not influenced by the number of the P-sample. In addition, since the methodology of a Q-study does not infer the characteristics of the population sample from the sample, selecting of the P-sample is likewise not governed probabilistic sampling methods. Finally, in this research, 34 people were selected as the P-sample. Result and Conclusion In order to see the subjectivity types of the university students' participation in acceptance effect of successful advertising public-relations campaign strategy in 4th industry innovation, Q-factor analysis was conducted and three factors were found. As the result of the using QUANL program, 12 students were in type 1, 12 students were in type 2, and 10 students were in type 3. Here, the number of students are meaningless and these three types explains about 40(0.4011)% of total variance. Since the people whose factor weight is higher than 1.0 is 6, 4, and 2 for each group, we can say that type 1 is the biggest factor. In addition, the representative Eigen values are 5.4079, 4.6256, 3.6039 each. The study used Q methodologies in order to observe the subjective propensity of the university students about successful advertising public-relations campaign strategy in 4th industry innovation. At 3 types of analyzed results, it’s not unfamiliar concepts compared to the past, the most of respondents shown the various opinions as a matter of the expanding and understanding successful advertising public-relations campaign strategy in 4th industry innovation of university students.

문화와 변화의 충돌 : 한국형 Public Relations(공중관계)의 모색

김영욱(Kim Yungwook),차희원(Cha Heewon) 한국언론학회 2002 한국언론학보 Vol.46 No.5

The purpose of this study is to examine public relations models practiced in South Korea and to explore the impact of cultural and communication characteristics on public relations activities. This study also supplies descriptive insights into how changing social, political, and economic conditions are affecting the public relations function. The final purpose is to explore the Korean-style public relations. Qualitative interviews with 34 practitioners in the client and agency side were conducted from October 2000 to November 2000. Research results indicate that most Korean public relations practitioners perform publicity duties that are one-way asymmetrical activities, however they aspire to practice two-way symmetrical models increasingly as the Korean society becomes open and democratic. Current trends suggest that Korean companies increasingly understand the value of public relations in the pluralistic and integrated society. Social democratization brings with it, the development of public relations. The traditional public relations, which heavily focuses on media relations and personal connections with journalists, is not effective in the ever-changing democratic South Korean society. The changing economic, political and legal system provides organizations with more opportunities than limitations. The traditional communication characteristics of the East have been mingled with individualistic perspectives of the West for more than a half century. Changes in the public relations industry in South Korea reflect this interaction. Although there is still a shortage of experienced public relations professionals and public relations agencies rely heavily on foreign clients, optimism for the public relations industry has been growing among practitioners in South Korea. The demand for public relations services by South Korean companies is increasing with concomitant increase in their understanding of the benefits of public relations. In conclusion, the dialectic interaction between culture-based traditional public relations and changing forces resulting from social and economic democracy lead the next generation of public relations in South Korea. The prospect is more optimistic than pessimistic.

디지털 미디어 환경 변화에 따른 새로운 홍보 전략

문철수(Chul Soo Moon) 한국광고홍보학회 2005 한국광고홍보학보 Vol.7 No.5

미디어 기술의 디지털화로 말미암아 기존 커뮤니케이션 패러다임의 변화가 야기되면서, 미디어는 다양한 플랫폼을 중심으로 보다 복합적인 구도로 진화되고 있으며, 개인형 미디어와 맞춤형 서비스가 확산되고 있다. 이러한 현상은 홍보매체 환경에도 동일하게 적용해 볼 수 있을 것이다. 아날로그 패러다임에서 홍보 활동이 미디어의 중재적 기능에 의존했다면 디지털 패러다임 하에서는 공중과의 직접적인 관계 설정방식이 부각될 것으로 예상된다. 이러한 인식 하에 본 연구는 디지털 커뮤니케이션 시대에 적합한 홍보 미디어 활용 방안을 살펴보았다. 이를 위해 주요 조직별 홍보 실무자가 인식하는 디지털 미디어를 이용한 홍보의 필요성, 디지털 미디어의 홍보 활용 정도, 향후 디지털 미디어 활용의 기대감 등을 연구문제로 삼아, 사기업(2개사), 공기업(2개사), 방송사, 홍보대행사, 병원, 대학교, 시민단체, 국가기관 등 10개 조직에서 홍보 실무를 담당하고 있는 실무자들을 대상으로 심층 인터뷰를 실시했다. 주요 연구결과를 살펴보면, 첫째, 홍보 실무자들이 인식하고 있는 디지털 미디어를 통한 홍보의 필요성은 매우 높은 것으로 나타났으나, 디지털 홍보전문 인력의 부족과 홍보예산의 부족 등을 조직의 문제점으로 지적했다. 둘째, 현재 홍보에 활용되는 주요 디지털 미디어는 모바일이나 미니홈피, 블로그 등에 초점이 맞추어지고 있었으며, 금년부터 시작된 DMB에 대해서는 많은 조직들이 홍보매체로서의 가능성을 검토하고 있는 것으로 나타났다. 셋째, 향후 홍보용 디지털 미디어에 대한 기대감은 조직의 성격에 따라 다소 차이를 보여주었지만 대체로 모든 조직들이 높은 기대감을 나타냈다. 하지만 기존의 전통적 홍보매체가 모두 디지털 미디어로 대체되지는 않을 것이므로, 디지털 미디어를 새로운 커뮤니케이션 수단의 하나로 이해하고 활용하는 것이 중요하다는 지적도 있었다. 종합해 볼 때, 디지털 미디어 시대에 부합하는 새로운 홍보 전략 수립을 위해 두 가지의 과제가 수행되어야 하는데, 첫째는 홍보 실무자의 전문화이다. 홍보 실무자의 전문성을 확보하기 위해서는 새로운 디지털 기술 상황에 적응할 수 있는 홍보전문가 교육을 지속적으로 실시해야 할 것으로 본다. 둘째, 디지털 시대를 대비해 홍보 예산의 증가 및 홍보 업무의 세분화가 우선적으로 요구된다. Due to the digitalization of media technology, existing paradigms of communication are changing. As personalized and customized media services are spreading, media are becoming more complex structures than ever. These changes can be applied to what is happening in public relations standpoints. Previously public relations matters have depended on arbitrary roles of media to reach the public, whereas it is predicted that public relations matters in a digital generation will focus on direct contacts with the public. Accordingly, this research is designed to examine appropriate applications to digital communications in public relations. Publicists in private & public firms, broadcasting networks, public relations agents, hospitals, colleges, civil groups, and government branches were interviewed to examine present and future considerations of using digital media in public relations and the importance of using digital media in public relations. According to the findings of this research, first, publicists highly rated the importance of public relations through digital media. Yet, they pointed out problems with a lack of personnel specialized in digital communications of public relations and a deficit of budget. Second, publicists focus on mobile phones, personalized homepages, and weblogs by the means of using digital media. Also, the DMB service is considered to be another medium for public relations. Third, most organizations showed high interests on the future use of digital media in public relations. But, publicists agree that the use of digital media is another way of communications in public relations rather than a replacement. In summary, there are two ways of adopting digital media in public relation. First, publicists must be trained to be familiar with digitalized media. Second, budget increase and segmented fields within organizations are important priorities in public relations.

사회복지사의 전문성은 PR커뮤니케이션의 실행과 인식에 어떠한 관련성을 보일까?: 사회복지사들의 인식을 통한 탐색적 연구

민지현(Ji-hyun Min),김수연(Soo-Yeon Kim) 한국광고PR실학회 2018 광고PR실학연구 Vol.11 No.4

이 연구는 173명의 사회복지사를 대상으로 설문을 실시하여 그들의 사회복지사로서의 전문성과 PR커뮤니케이션 실행 능력, 그들이 인식하는 PR커뮤니케이션 인식에 관한 하위 차원을 알아보았다. 연구 결과 사회복지사로서의 전문성이 높은 사회복지사 집단이 전문성이 낮은 집단보다 PR커뮤니케이션 실행 능력이 더 높았다. 그들의 PR커뮤니케이션에 대한 인식 차원은 PR의 주요한 경영적 역할, PR의 이해관계자 관리, PR의 관리자역할, PR의 전략적 목적의 네 차원으로 파악되었으며, 그들의 PR커뮤니케이션에 대한 인식 차원과 사회복자사로서의 전문성과의 관련성을 살펴보았을 때 PR의 이해관계자 관리와 PR의 전략적 목적의 두 차원에 대한 긍정적 인식이 그들의 사회복지사로서의 전문성과 유의미한 정적 상관관계를 보였다. 그들의 인구통계학적 변인들과 관련해서는 사회복지사의 직급, 연령, PR교육 이수 여부, 속한 조직의 SNS운영 여부가 PR커뮤니케이션의 인식과 유의미한 관련성을 보여서 직급과 연령이 높을수록, PR교육을 이수받은 경험이 있을수록, 조직이 SNS를 운영할수록 PR커뮤니케이션을 더욱 중요시했다. 이 연구는 사회복지사들의 사회복지사로서의 전문성과 PR커뮤니케이션에 대한 인식을 함께 살펴봄으로서 사회복지분야에서 가지는 PR커뮤니케이션의 필요성과 의미를 사회복지사로서의 전문성 개념과 함께 탐색해보았다는 데에 의의가 있다. This study explored how social workers’ professionalism relates to their public relations practice and perception on public relations conducting surveys with 173 social workers. Social workers with high professionalism have practiced public relations more than those with low professionalism. Significant management role of public relations, stakeholder management of public relations, management role of public relations, and strategic goal of public relations were found to be significant subdimensions of social workers’ perception on public relations. Social workers with high professionalism and high-ranked position perceived public relations more positively than others with low professionalism and low-ranked position. Elderly social workers and those who have taken public relations training perceived public relations more positively than younger social workers and those who have never taken public relations training. This study is meaningful in that it found the significant implication of public relations in social work.