국내 병원과 미국 병원의 홈페이지를 통한 언론관계 비교 분석에 관한 연구

이현선 ( Hyun Seon Lee ) 한국병원경영학회 2010 병원경영학회지 Vol.15 No.1

Now more than ever, many journalists are using hospitals` homepages for articles about hospitals, their mission, research, and events. Therefore hospitals` homepages have to be planned and constructed for journalists. The purpose of this study is to investigate hospitals` online media relations through analysing homepages. For investigating specifically, this study compares hompages of hospitals in Korea and hospitals in USA. This study uses four categories; basic media relations tools, useful information, interactive communication tools, and ease of use for journalists. The result of this study shows that hospitals` homepages in Korea are needed to improve for building with journalists. The hospitals` hompages have to be constructed by a variety of materials; press room, image and graphic archives, multimedia resources, and interactivity or responsiveness. This study suggests that the hospitals` homepages have the potential to achieve the desired public relations objective but are not commonly being used to their full potential in media relations.

의료서비스 광고 커뮤니케이션의 효과에 관한 연구

이현선(Lee, Hyun Seon) 한국서비스경영학회 2014 서비스경영학회지 Vol.15 No.2

This study is to discuss the effectiveness of marketing communication tools for medical service organizations. Especially, the existing studies on the medial service advertising communications have focused on the creative planning and its regulations, but they have not investigated its effectiveness as compared with another form of service advertising, product advertising, and publicity. For explaining exactly the impacts of medical service advertising on consumers and regulating this communication form, it is necessary to compare it with another form of advertising, and another form of communication style. This study is conducted by two experiments. The first experiment compares medical service advertising with service advertising and product advertising. The result shows that medical service advertising does not induce consumers` attitude negatively. Also, the respondents of the medical service advertising condition in this experiment show that they don`t recognize the need of more strict regulation on the medical service advertising or more possible of mislead on consumers. And this study considers the difference between medical service advertising and hospital publicity. The result shows that medical service organization publicity activities is more effective than medical service advertising. In the competitive marketplace, successful marketing communication for medical service organization affects consumers` attitude and behavior. This study suggests that marketing communicators or managers for medical service organization should consider an effective communication form for improving their medical service communication.

국 일반논문 : 내 중소기업의 웹사이트를 통한 언론관계 활동; 국내 100대 기업과 미국 중소기업과의 비교를 중심으로

이현선 ( Hyun Seon Lee ) 한국중소기업학회 2012 中小企業硏究 Vol.34 No.3

본 연구는 현재 국내 중소기업들이 자사의 웹사이트를 홍보차원에서 어떻게 활용하고 있는가를 살펴보았다. 특히, 본 연구는 다양한 홍보 활동 중 웹사이트를 통한 언론관계 활동을 중점적으로 분석했다. 이를 구체적으로 살펴보기 위해 국내 100대 기업과 미국 중소기업과의 비교분석을 실시했는데 분석 결과, 국내 중소기업은 비교 기업들보다 언론관계를 위한 수단으로 자사의 웹사이트를 적극적으로 활용하지 않고 있는 것으로 나타났다. 본 연구의 결과는 국내의 중소기업들이 커뮤니케이션의 효율성 극대화를 위해 웹사이트를 좀 더 전략적으로 활용할 필요가 있음을 시사한다. The small and medium enterprises(SMEs) as well as large corporations have been active on the use internet as PR communication tool. In fact, many SMEs have and operate their own web sites for communicating with their stakeholder. This study is to examine the Korean SMEs` web sites in terms of PR communication, especially in the aspects of media relations. Many companies have a strong interest on mass-media relations, because they believe that media-relations are very effective communication tools. So, they are needed to consider actively media-relations in their on-line PR activities. That means companies` web sites can be also a efficient and effective channels for developing and enhancing relationship with mass media or journalists. This study used four categories; basic media relations tools, useful information, interactive communications tools, and ease of use for journalists. This study conducted a content analysis of 100 Korean SMEs, Korean top 100 companies, and US SMEs` web sites. The web sites of companies were randomly assigned to two coders who visited the sites from March 15 to April 2, 2012. This study analyzed the current status of press room, press kit, press release data, company history, organization chart, event informations, contact information, financial informations, site map, search service, and so on. The results of this study show that the Korean SMEs` media relations activities throughout their web sites are passive. Of course, the companies` web sites are not operated and managed for only media relations, they will be able to expect a large effect, if they would use them, which are already owned, for media relations channels. Overall, the Korean SMEs are providing a variety of information about them on their web sites, but they don`t use these channels in a PR sense. Particularly, the results of this study indicate that the Korean SMEs need to consider their web sites for strategic media relations. This study suggests that having and operating the web site is not important, but seeking ways to manage it efficiently is more important. Actually it is likely to be costly to plan and manage the web sites. Therefore, SMEs in the limits of a fairly tight budget for communications, should consider and seek a way for the efficient and cost-effective operation of their web sites. If SMEs could offer various information for the many different types of stakeholder, they could save a lot of expense for communication. So, this study suggests the importance that SMEs attribute to web-based media tools to achieve organizational goals.

비영리 조직의 홈페이지를 통한 온라인 언론관계 분석

이현선(Lee, Hyun Seon) 한국비영리학회 2008 한국비영리연구 Vol.7 No.2

본 연구는 비영리 조직의 홍보 활동 중 조직이 운영하는 홈페이지를 통한 온라인 언론관계에 관해 살펴보았다. 즉 언론관계를 위한 수단으로서 비영리 조직의 홈페이지 운영에 대한 분석을 통해 앞으로 비영리 조직 홍보 활동에 시사점을 제공하고자 한다. 이러한 분석을 좀 더 구체적으로 진행하고 논의하기 위해 비영리 조직보다 좀 더 치밀한 홍보 기법을 구사하고 있는 영리 기업과의 비교 분석을 실시하였다. 분석결과, 국내 비영리 조직의 경우 전체적으로 홈페이지를 통한 언론관계를 위한 구성요소들이 부족한 것으로 나타났다. 홈페이지가 언론관계를 위해서만 운영되는 것은 아니지만 홈페이지를 통해 언론이 비영리 조직에 관한 취재를 진행하는 경우 부족한 정보들이 많이 있음을 발견할 수 있었다. 즉 비영리 조직의 홈페이지에 서는 일반 공중들을 위한 정보들 중심으로 운영이 되고 있고 언론을 위한 운영이 적극적으로 이루어지고 있지 않음을 알 수 있었다. 따라서 앞으로의 비영리 조직 홈페이지는 언론 공중들도 고려한 전략적 관리가 필요할 것이다. Over the last decade, the internet has changed the way in which organizations communicate with their audiences. Media relations is an important tools for NPO(Non-Profit Organization). In rapidly changing media environment NPO’s PR strategies and tactics are evolving. The purpose of this study is to investigate NPO’s online media relations through analysing homepage. This study used four categories; basic media relations tools, useful information, interactive communications tools, and ease of use for journalists. The result of this study shows that NPO’s homepage is needed to improve for building with journalists. This study suggests the importance that NPO attributes to web-based media tools to achieve organizational goals.

온라인상의 영화 관람 후기의 활용현황과 효과에 관한 연구

이현선(Lee Hyun-Seon) 인문콘텐츠학회 2009 인문콘텐츠 Vol.0 No.16

본 연구는 영화영역에서 소비자들의 온라인 관람 후기 활용현황과 효과에 대해 살펴보았다. 설문과 실험을 통해 분석한 결과, 온라인 영화 관람 후기는 오프라인상의 관람 후기만큼 영향력이 있음을 발견할 수 있었고, 소비자들은 인지욕구 수준에 따라 다양한 채널을 통해 온라인 관람 후기를 접하고 있음을 발견했다. 또한 온라인 영화 관람 후기의 효과를 좀 더 구체적으로 살펴보기 위해 메시지의 방향성과 인지욕구 수준을 고려했다. 분석결과, 온라인상의 영화 관람 후기의 효과는 메시지의 방향성과 인지욕구 수준에 따라 다르게 나타남을 발견했다. The information of movie through word-of-mouth is effective channel for forming an attitude and choice for movie. Especially, on-line movie postscript is considered as effective way for word-of-mouth. This study investigates the current usage and impact of on-line movie postscript as word-of-mouth. This study used survey and experiment. The result of this study reveals that on-line movie postscript is effective as much as off-line movie postscript and consumers use a variety of on-line channels for getting information about movie. And this study shows that the current usage of on-line movie postscript varies according to the consumer’s need for cognition. Also, result of this study shows that the effects of on-line movie postscript is affected by message sidedness and need for cognition.

구전으로서 온라인 사용 후기의 효과에 관한 연구

이현선 ( Hyun Seon Lee ),리대룡 ( De Ryong Lyi ) 한국PR학회 2004 PR연구 Vol.8 No.2

Disseminating information through Word-of-Mouth communications is one of the most effective mediums spreading the product evaluations and attracting consumers` purchasing intention. Many studies represent the positive effectiveness of word-of-mouth But a study of online postscript as word-of mouth is very few study. Therefore this study examine the effectiveness of online postscript as word-of-mouth. The results of this study are as follows. The first, the result of this study shows that many consumers search and trust the online postscript about product or service, and that the main purpose of this search is to obtain information about product or servies before purchasing. The second, we found that there were differences between believable channel and using channel for searching and registering the postscript. Consumers use the information service of intemet portal site and believe the internet brand community more than any other channel. The third, the result of this study shows that two-sided message which contains positive and negative messages in postscript is more effective than positive message and negative message.

클러터 수준에 따른 광고와 퍼블리시티의 효과 차이에 관한 연구

이현선 ( Hyun Seon Lee ) 한국PR학회 2013 PR연구 Vol.17 No.4

In the competitive marketplace, successful marketing communication affects consumers` attitude towards brand and brand sales. For these effects, many companies are trying to let the consumers understand and accept their messages in their marketing communication activities. Many marketers consider advertising and publicity as effective marketing communication tool. In the consideration of their using, the common problem is that many marketing communication messages including advertising and publicity are treated as clutter. This study investigates the effect of advertising versus publicity according to the clutter level. Independent variables of this study are the marketing communication type(advertising/publicity) and clutter level( high clutter/low clutter/ no clutter). Dependent variables of this study are brand cognition, message believability, attitude toward brand, and purchase intention. This study is run as 2×3factorial design with 40 subjects per cell, resulting in a total sample size of 240. The result of this study shows that clutter level is important variable to mediate the effect between advertising and publicity. This study found that publicity was more affected by clutter than advertising. Therefore, the result suggests that marketing communicators should consider and find the ways for preventing or overcoming the clutter in their advertising and publicity activities.

시술 부위에 따른 성형외과의 비포 앤 애프터 광고에 대한 소비자 태도 연구

이현선(Lee, Hyun Seon) 한국생활과학회 2014 한국생활과학회지 Vol.23 No.3

The purpose of this study is to investigate the effect and potential problem of before and after technique in cosmetic surgery advertisements. This study would draw the positive and negative aspects in executing before and after technique by segmenting the surgical part(eyes, nose, and breast). And this study compared before and after technique with after technique and doctor(expert) endorser. Independent variables of this study are advertisement technique(before and after/after/doctor) and the kind of surgery(double eyelid surgery/ rhinoplasty/mastoplasty). Dependent variables of this study are general attitude toward advertising, hospital believability, ethical judgement toward advertising, intention to cosmetic surgery. This study is run as 3×3factorial design with 30 subjects per cell, resulting in a total sample size of 270. The result of this study shows that advertising technique in cosmetic surgery advertisement important variable to mediate the effect. This study found that before and after technique was more effective than any other techniques. Also, this study found that the kind of surgery variable should be considered in the execution of cosmetic surgery advertisement. Therefore, the result suggests that the kind of surgery and advertisement technique should be spontaneously considered by cosmetic surgery clinic and advertising regulation organizations for the effective communication way and consumer protection.

장기기증에 대한 사전 지식수준과 언론보도의 논조에 따른 공중의 반응 분석

이현선(Lee, Hyun Seon) 경성대학교 사회과학연구소 2016 社會科學硏究 Vol.32 No.4

본 연구는 장기기증에 대한 공중들의 사전 지식수준(고/저)와 언론의 보도 논조(긍정/부정)에 따라 장기기증에 대한 반응에 어떠한 차이가 나타나는가를 살펴보고자 했다. 장기기증에 대한 실험을 실시하고 이에 대한 대학생 공중들의 반응을 살펴본 결과, 측정하는 세부 종속변수에 따라 다르게 나타나기는 하더라도 공중들의 장기기증에 대한 사전 지식의 수준과 언론의 보도 논조에 따라 그 반응이 다르게 나타남을 알 수 있었다. 특히, 장기기증에 대한 사전 지식이 적은 집단이 부정적인 뉴스에 노출되는 경우 가장 부정적인 반응을 나타냈다. 따라서 장기기증에 대한 올바른 정보를 단계적으로 제공하는 커뮤니케이션 전략이 무엇보다도 필요할 것이다. 또한 장기기증에 대한 부정적인 보도로 인해 장기기증에 대한 오해가 증폭되거나 실제 태도에 부정적인 영향을 미치지 않도록 적극적인 홍보 커뮤니케이션 활동이 필요함을 발견했다. This study is to examine the differences in public"s responses to organ donation according to level of prior knowledge(high/low) and media news tones(positive/negative) about organ donation. For the verification of the research questions, the experiment was conducted. This study found that even though the responses of participants to organ donation depend a dependent variable measured, they showed the different reactions to organ donation according prior knowledge level and news tones about it. Especially, participants belonging to low level of prior knowledge showed the most negative reactions to organ donation, when they were exposed to negative news articles about it. Therefore, it is very necessary to build communication strategies offering an accurate information to public. Also, this study proposes that it is necessary to conduct actively PR communication execution In order to reduce the misunderstanding and not to induce negative attitude caused by the negative news about organ donation.

홍보대사를 통한 비영리조직의 커뮤니케이션 효과에 관한 연구

이현선(Hyun Seon Lee) 충남대학교 사회과학연구소 2014 사회과학연구 Vol.25 No.3

This study investigates the effectiveness of PR ambassador for NPO’s with ambassador type and communication type. Independent variables of this study are the PR ambassador type (celebrity / expert / general person / no ambassador) and communication type (advertising / publicity). Dependent variables of this study are recall of key message and NPO name, attitude toward message, attitude toward organization, and patronage intention. This study is run as 4 × 2 factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study found that celebrity PR ambassador is more effective than any other ambassadors in inducing the positive attitude toward message and person and patronage intention. But there is no difference between celebrity and expert or general person in the dimension of attitude toward organization. And the result shows that publicity is not more effective than advertising as communication channel about PR ambassador for NPO. This study suggests that it is necessary to consider types of PR ambassadors and communication channel correspondent with communication strategy and objective for NPO.