성공적인 PR 캠페인 자원으로서의 관계성에 대한 조사 효과적인 PR전략 개발을 위한 가이드라인 = Examination of Relationships as Resources in Successful PR Campaigns Guidelines for Effective PR Strategy Development

다국어 초록 (Multilingual Abstract)

This research explored the possible indicators of successful public relations strategy development through content analysis of 10 years of PRSA Silver Anvil Award winning cases. Specifically, the resource usage patterns for different organizations, campaigns, and target audiences were examined with special attention to relationships as resources. The results revealed that successful PR campaigns employ different types of resources according to types of campaign and target audience, while maintaining heavy usage of relationships regardless of organization type. The results of this research provide meaningful insights both for PR research and practice as it presents prescriptive and practical guidelines to build efficient PR strategy.