Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Applications and PR policy Use of Policy Customer Relationship Management (PCRM): PCRM PR Status and Improvement

정부 부처 정책고객서비스의 적용사례와 PR 활용방안: PCRM PR 현황 및 개선방안

  • Woo, Chong-Moo (Div. of Public Communication, Infomaster, Co., Ltd.) ;
  • Kim, Man-Ki (Dept. of Ads & PR, Namseoul University)
  • 우종무 ((주)인포마스타 공공소통본부) ;
  • 김만기 (남서울대학교 광고홍보학과)
  • Received : 2015.01.10
  • Accepted : 2015.04.20
  • Published : 2015.04.28
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Abstract

Policy Customer Relationship Management(PCRM) is a customer relationship management of public institution. Most of public servants at the 37 government ministries, however, has used PCRM as a simple tool for email service and online survey. This study shows government officials should understand the fact that PCRM is not a tool but a management system for general public; and utilize PCRM in each and every government PR practices. When using the PCRM indispensable to be shared with the PR of public sector, PCRM PR will be activated. The study also furnish various strategies and tactics for government PCRM PR.

정책고객서비스(Policy Customer Relationship Management: PCRM)는 공공부문의 고객관계관리(Public CRM)를 말한다. 그러나 현재 정부 37개 부 처 청 공무원들은 공공고객관계관리(Public CRM)를 단순히 정책고객 DB 리스트와 컴퓨터 프로그램을 활용한 여론조사 도구 정도로만 활용하고 있는 실정이다. 연구결과, 공무원과 일반국민이 함께 PCRM을 정책고객서비스를 포함하는 공공고객관계관리라는 포괄적인 개념으로 공감하고, PCRM 활용이 공공부문 홍보에 필수불가결한 요소로 강제했을 때, PCRM PR 활성화 가능성이 높아질 수 있는 것으로 결론지을 수 있다. 본 연구결과를 토대로 다양하고 구체적인 PCRM PR 활용 전략 및 방안을 제안한다.

Keywords

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