기업 특성에 따른 PR책임자 권한 차이에 관한 실증적 연구 = Empirical Study on Differences between the Senior PR Executive`s Authorities depending on the Characteristics of a Company

다국어 초록 (Multilingual Abstract)

This study primarily aims to analyze the differences between the Senior PR executive`s authorities depending on the characteristics of a company. The characteristics are comprised of external factors and internal factors. The external factors are : whether it is listed and how much it makes out of sales. The internal factors are : whether the PR department is set up and whether it has a PR policy statement. The authorities of Sr. PR executive were examined according to the five factors : PR organization management, decision making of individual cases on the PR scene, CEO relations, recognition of the necessity of integration of PR functions in the IMC situation, and the Sr. PR executive`s role expansion in the IMC situation. Each factor was measured with a scale of 5 points. This study was executed as a survey research and questionnaires were distributed in May 2003 to the Sr. PR executives of 77 companies that are under supervision of the Korea Chamber of Commerce & Industry. The questionnaire consists of 4 independent variables and 17 dependent variables. As nominal scales, the 4 independent variables indicate the internal and external characteristics of a company. The 16 dependent variables indicate the authorities of Sr. PR executives as ratio scales. According to this study, the average of the authorities of the Sr. PR executives in Korea is 3.96 points (out of 5 points). It also showed that whether a company is listed and how much the company makes for profits make a big difference in the authorities. Especially, if a company has a separate PR department and a PR policy statement is set up, its Sr. PR executive has formidable authorities. Conclusively, a strong PR function which is usually made from a Sr. PR executive with substantial authorities is essential for the prosperous corporate management activities.