인크로치먼트를 통해 본 한국기업의 PR 전문성 연구

조정열(Jung Yul Jo) 한국광고홍보학회 2011 한국광고홍보학보 Vol.13 No.4

본 연구는 한국에서 수행된 인크로치먼트 연구는 정부조직에 속해있는 PR책임자들만을 대상으로 했기 때문에, 한국 PR산업의 현황을 정확하게 진단하기 위해서는 기업에서 근무하는 PR책임자들을 대상으로 인크로치먼트 상황을 측정해야 한다는 문제의식에서 출발한다. PR연구에서 ``인크로치먼트``는 조직 내 경영기능으로서 PR의 정체성을 알아보고, 실무자의 전문성을 평가할 수 있는 연구의 틀이 될수 있다. 특히 기존의 인크로치먼트 연구들은 인크로치먼트 발생요인을 타 부서의 업무침해, PR책임자 개인적 특성 두가지 차원으로 양분하고, 각각 독립적으로 조사하고 있어, 통합적 시각을 제시하지 못했다는 한계점을 가지고 있다. 따라서 이번연구에서는 인크로치먼트를 발생시키는 요인을 한국기업에 적용된 우수이론의 2개 변인을 통해 조직의 우수성, 타부서의 업무침해 여부, PR책임자의 매니저 역할규정, 지향성, 전문성, PR 스키마를 통합하여 인크로치먼트를 분석했다. 연구결과 ``구성원의 적절성``과 ``PR부서의 위상과 전사적 지지``는 인크로치먼트에 영향을 미치는 것으로 나타났다. 또한 ``PR부서의 위상과 전사적 지지``는 타 부서의 업무침해 여부에 강한 부정적 상관관계(r=-510, sgi=.004)를 보였다. ``구성원의 적절성`` 역시 타 부서의 업무침해 여부에 뚜렷한 부정적 상관관계(r=-3.89, sig=.304)를 갖고 있었다. 타 부서가 일으키는 기능적인 인크로치먼트는 설문을 통해 분석된 30개 기업에서 거의 발생하지 않았다. 업무침해가 전혀 일어나지 않는다고 답변한 응답자가 26.7%였던 반면 자주 발생한다고 생각하는 인터뷰참여자들은 두 명, 6.7%에 불과했다. 응답자들의 46.7%(14명)가 아주 가끔 타부서에서 PR(홍보)부서의 업무를 침해한다고 밝혔다. 하지만 ``그런 편이다``라고 응답한 PR 책임자들은 10.0%(3명)에 불과했다. PR책임자의 개인적 속성으로 인한 개인차원의 인크로치먼트 발생 여부를 알아보기 위해서, PR책임자 중 PR관련 전문교육이나 경험이 없는 사람 PR 부서의 업무운영과 책임을 맡게 되는 경우를 살펴보았다. 정부기관의 PR책임자와 비교해서 가장 뚜렷이 대비되는 결과는 90%이상이 PR책임자가 되기 전, PR관련 부서 근무경력을 대부분 가지도 있었다는 사실이었다. PR관련 전공자들은 43.3%로 나타났다. PR 업무 교육 역시, 전혀 안받은 PR책임자은 단 20%(6명)에 불과했다. 따라서 PR책임자의 개인적 속성에 의한 인크로치먼트 발생은 크지 않았다. 또한 PR책임자들의 행태적인 특징으로 규정한 4가지 변수 매니저 역할규정, 전문성, 지향성, PR 스키마도 인크로치먼트에 영향을 미치지 않는 것으로 분석됐다. 이번 연구는 1990년대 이후 학술적인 관심을 많이 받지 못했던 ``인크로치먼트``를 주제로, 기업PR책임자를 대상으로 실증 데이터를 수집하고 검증한 첫 연구라는 점에서 의의가 있다. 또한 인크로치먼트를 발생시킬 수 있는 요인으로 조직, 부서, 개인적 차원을 통합한 접근을 동시에 시도함으로써 통합적 관점을 논의할 수 있는 근거와 향후 비교연구의 기준점을 제시했다. Together with the issue of effectiveness, encroachment could raise a very insightful perspective for public relations field. However, it has never been tried for business organizations in Korea as a main research topic. This study is to test level of encroachment among Korean public relations managers. Different from previous analyses, an integrated approach - organization, department, personal perspective - to public relations managers is adopted. After a very hard process of data gathering, a few interesting results showed clear differences between governmental and private companies in terms of professional role of public relations managers. Surprisingly enough, encroachment by other department to public relations department was simply not happening in Korean business corporations. Considering the fact that almost all government organizations were suffering from encroachment by people who didn`t have professional education or experience, the result was quite beyond any expectation if not striking. Simply put, encroachment was not an issue in Korean business organizations. Public relations managers were equipped with related experience, education, and necessary support by the companies. However, other theoretical concepts tested such as manager role enactment, aspirations, PR schema were not very significant to see through the field. Personal discussion with industry leaders in the public relations profession was also productive to plan further studies.

정부기관 PR 부서의 위상과 역할에 대한 연구

홍혜현 한국PR학회 2019 PR연구 Vol.23 No.1

<Objectives> Given the importance of government public relations, this study aimed to examine the status and role of the public relations (PR) departments in major governmental organizations in South Korea. <Methods> This study included a review of information for 40 governmental ministries and agencies, organizational charts and the role descriptions of officers working in PR departments, which were retrieved from the official websites of those organizations. The title and size of the PR departments and the key roles of officers in the departments were analyzed. In addition, the titles of the PR departments in the current government led by President Moon were compared with those in the past three governments by President Park, Lee, and Noh. <Results> The results showed that the Office of the Spokesperson and subsidiary PR department(s), using the terms ‘public relations (planning)’ and/or ‘digital communication,’ were the most common form of PR in the organizations analyzed. The Bu-level organizations appeared to have more specified PR departments, with a greater size of public officers than the other levels of governmental organizations. The key roles of 633 public officers were related with either media relations (e.g., writing press releases), or associated with the online activities (e.g., managing social media channels), but the roles involving research/analysis, issue management, and evaluation were not often identified. <Conclusions> Broadly speaking, the paradigm of government public relations has moved from the public information model toward the contemporary definition of public relations, with a focus on two-way symmetric communication and relationship building. The organizational environment surrounding PR departments in governmental organizations corresponded to such changes, in terms of the title, size, and roles of officers in the PR departments. Some suggestions were provided based on the findings. <배경 및 목적> 정부 PR의 필요성과 중요성에 대한 인식이 높아지고 있는 현 시점에서 본 연구는 우리나라 정부기관에서PR업무를 담당하는 부서의 위상과 역할을 탐색하는 데 목적을 두었다. 구체적으로는 현 정부 18부 5처 17 청의 중앙행정기관 내 PR 담당 부서명과 위계상 위치, 부서의 규모와 역할을 살펴보았으며, 역대 정부의 PR 부서명과 비교하여 시대적변화를 탐색하였다. <방법> 중앙행정기관(18부 5처 17청)의 공식 홈페이지를 방문해 조직도와 구성원 규모 및 업무 분장 자료를 수집· 분석하였다. 추가로 과거 3개 정부의 중앙행정기관 조직도를 수집해 PR 부서명의 변화를 살펴보았다. <결과> 대부분의 중앙행정기관은 기관장 직속의 대변인실과 부속 PR 부서에서 업무를 수행하고 있으며, 대변인실하의 PR 부서명은 ‘홍보담당관’실과 ‘디지털소통팀’이 가장 많았다. 일반적으로 부 단위 기관은 청·처 단위에 비해 PR 부서가 복수로 세분화되어 있고 규모도 큰 것으로 나타났다. 총 633명의 PR 부서 구성원의 역할 분장을 통해 정부 PR 업무를 어떻게 규정하고 있는지 살펴본 결과, 크게 대언론 관계와 온라인 채널 및콘텐츠 관리로 이원화되고 있음을 알 수 있었다. <논의 및 결론> 정부 PR은 과거 대언론 관계와 정보 제공 중심의 공보 개념에서 정부-국민 간 소통을 포함하는 현대적 PR, 소통 패러다임으로 진화하고 있음을 확인할 수 있었다. PR 부서의 위상과 역할도 이에 상응하는 모습으로변화되었으나, 부처별 차이가 있고 한계점도 발견되어 앞으로 개선할 방향을 제언하였다.

일부 치위생과 신입생의 학과 선택 동기와 학과 SNS 이용 만족도에 관한 연구

장성연,오현경 한국치위생과학회 2022 대한치위생과학회지 Vol.5 No.2

Background: Due to the declining number of students preparing for university entrance exams , the quota of universities has been decreasing continuously. This situation became increasingly diverse as new media used online, mobile, and PR tools to continuously invite students. This study is aimed at offering the helpful data to plan an effective PR strategy by analyzing the correlation between the major selection and satisfaction of the department’s social media usage among freshmen majoring in dental hygiene. Methods: The collected data from the self-reported survey with freshmen were analyzed using the SPSS 22.0 program. The survey items were motive to select the major, social media platform that subjects used, reasons to use the media, time to visit the department’s social media platform, and satisfaction level on the department’s social media platform, using a 5-point Likert Scale. Results: The reasons for choosing a major were given by 32.2% and 15.9% respondents, respectively, as the vision after graduation and practice facilities. 39.9% and 31.4% used Instagram and YouTube for social media platforms, respectively, for using social media platform; 26.9% and 26.3% visited the department’s social media before and after entering the university, respectively; 46.4% and 24.9% used Instagram and YouTube for department social media; and they generally satisfied with the contents of the department’s social media. 40.9% of them said that information from the department’s social media was useful. 33.8% of them said the information from the department’s social media exceeded their expectations. 46.8% of them answered that the department’s social media made the department’s image positive. 33.4% got interested in the major more due to the department’s social media. According to 32.1% of respondents, the department’s social media was helpful in deciding on a major. With 35.4%, a positive correlation was discovered between the department’s practice facilities and satisfaction on the department’s social media. Conclusion: It is thought that the department’s social media should try continuously by uploading the contents to meet the users’needs on a regular basis and seeking the plans to be able to collect various opinions using surveys through the related social media so that students can select the major and, moreover, lead the positive direction to adapt the university life under the unfamiliar environment after admission.

PR학에서의 우수이론의 전개와 우리나라에서의 연구경향

유선욱 ( Sun Wook Yoo ),신호창 ( Ho Chang Shin ) 한국PR학회 2014 PR연구 Vol.18 No.1

As it has been more than 10 years since the research on the excellence theory was completed, this study examines the significance and development of excellence theory, and examines how excellence theory has been applied by public relations scholars on studying South Korea organizations. After discussing the status and the significance of excellence theory in the field of Public relations research, this research reviews the diagnosis model of excellence public relations which was developed based on the situation of organizations in South Korea. Furthermore, this study looks into the research trends applying excellence theory in Korea. The total of 10 studies reviewed show departmental level is best focused and effects of excellent public relations is least studied among the four levels of program, department, organization and effect of excellent public relations. Regarding the method of research, most studies have conducted quantitative research on public relations practitioners working in governments and public institutions. Meanwhile, only a few studies have reviewed how public relations excellence contributes to public relations practices rather than organization development. Regarding the evaluation on PR department status and professionalism, there was significant difference between practitioners in such organizations as corporations and NGOs and practitioners in government or public institution. Based on research trends of applying excellence theory in Korea, this study suggests ways to enhance the excellence of public relations department in Korea and discusses the future directions of excellence theory research.

What Affects the Public Relations Practitioners’ Job Performance?:An Application of the JD-R Model

유선욱,김자림,김장열 한국PR학회 2019 PR연구 Vol.23 No.1

<Objectives> This study examined which variables affect the practitioner’s occupational health (job burnout and job engagement) and job performance based on the job demands-resource model (Bakker & Demerouti, 2007). <Methods> This study used a survey of 205 practitioners from in-house public relations departments. <Results> The results showed that emotional demand, and career development influenced job burnout while autonomy and career development influenced job engagement. Autonomy and job engagement were found to influence job performance. <Conclusions> The study findings suggest that providing a healthy working environment full of work resources is important for increasing the effectiveness of in-house public relations departments.