• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2014.10a
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• pp.308-310
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• 2014

2018년 한국에서 개최될 예정인 IALA 총회의 성공적인 개최를 위하여 전차대회, 홈페이지를 포함한 온라인 홍보, 언론홍보, 해외 홍보 등 다양한 홍보전략을 통해 참석자 유치 뿐 아니라 한국 항로표지산업에 미치는 영향을 극대화 하는 방법을 모색한다.

• Journal of Korean Library and Information Science Society
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• v.38 no.1
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• pp.3-28
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• 2007

It is thought that the various PRs of public library are the PR within the jurisdiction. outside the jurisdiction, by print media. by audio-video media. by fixture. by event. by media outlet. by campaign, through cyber space. and through associated organization. But the strategy of PR from this study is followed. First. the team for PR should be organized. Second. the librarian for PR should be distributed. Third, the budget for PR should be raised. Forth. the organizations of community should be made the full use of for PR. Fifth, the media outlet of the community should be made the best use of. Sixth. the news letter published by public library should be utilized. Seventh. the internet homepage of public library should be made good use of.

• The Journal of the Convergence on Culture Technology
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• v.7 no.2
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• pp.275-280
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• 2021

This study began with the question of obtaining human resources through the promotion of outstanding resources of the Special Forces Officer and studied the following four promotion strategies: First, it is Facebook's promotional strategy medium. Second, it is a promotional strategy medium of YouTube. Third, it is a promotional strategy medium for blogs. Fourth, it is a public relations strategy medium for Web site. Furthermore, we would like to consider this study through four promotional strategies and cases of acquiring excellent foreign personnel in order to acquire excellent non-commissioned officers. Therefore, it is necessary to obtain excellent resources through promotional activities by utilizing strategic intermediaries for obtaining excellent resources from special forces. Ultimately, this study can provide fundamental implications for recruiting special forces officers for obtaining excellent resources by utilizing strategic intermediaries.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.137-143
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• 2022

The purpose of this study is to propose an effective PR plan for government policies in order to make the people aware of the importance of the fertility rate by seeking strategies to counter the low fertility rate. Focus group interviews were conducted with 6 experts with high expertise in government policy advertising and public relations among advertising and public relations academics and practitioners. It was found that low fertility PR strategy raised the problems of integrated public relations and budgeting. PR message strategy was lacked a creative approach suitable for the target, and the media strategy did not reflect the characteristics of the younger generation. Based on these research results, an improvement plan for government PR to counter the low fertility was proposed, and it is expected that it will be used for policy making in the future.

• Journal of Information Management
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• v.43 no.2
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• pp.151-168
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• 2012

A viral marketing has been an effective marketing tool in various fields. In this study, we applied a viral marketing strategy for managing the Internet community website of scientists and engineers, KOSEN(www.kosen21.org). We developed a function that enables members to send promotional e-mails to their acquaintances, and we also designed a reward system for the members who participated in KOSEN viral marketing. With these strategies, KOSEN members reacted positively on the rewards (i.e., mileage points, gift card) and also the loyalty members took part in the viral marketing program more actively than other members. Furthermore, an attractive event was very effective for the prompt reaction of the viral marketing. Managing loyalty members is necessary for the continuous effects. The viral marketing strategies and analysis results of this research could be used for the management of an Internet service.

• Korean Business Review
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• v.7
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• pp.57-77
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• 1994

우리에게 미국시장은 매우 중요하다. 따라서 최근에 미국시장에서 일어나고 있는 한국과의 통상마찰은 우리가 적극적이고 슬기롭게 대처해 나가야 할 부분이다. 이러한 문제에 대한 대안으로 통상로비 전략의 구축은 중요한 통상마찰의 해소 방안이 될 수 있다. 지금까지 논의한 통상로비에 관한 이론과 외국의 대미(對美)로비 실태파악과 우리의 로비전략을 살펴보았다. 여기에서는 앞에서 언급한 한국의 대(對)미 통상로비전략을 간단하게 요약하여 정리해 봄으로써 연구 결론을 내리고자한다. 즉, 통상로비전략을 네 가지 차원으로 나누어 설명하면 다음과 같다. 첫째 기본전략으로써 미국에 관한 철저연구와 우리주장의 논리적 타당성을 얻기 위해서 문화홍보에 역점을 두어야 하고 대중 동원형(Grass Roots)로비를 효율적으로 전개할 필요성이 있다. 둘째, 정부의 대응전략으로 미국내 한국에 대한 여론조사를 실시하여 한국의 이미지와 그러한 인식이 생성된 배경의 파악이 중요하다. 한국 내에서의 대미(對美)로비를 중시하여 한국에 파견된 미국대사관 직원, 해외방송, 신문, 특파원에 대한 한국 홍보강화와 해외 홍보기금조성을 통하여 정부차원에서 해외홍보를 적극 권장하고, 정부부처간이나 기업 간에 연락 및 협력을 강화한다든지 민간기업의 로비를 간접지원 하는데 노력해야 할 것이다. 셋째, 업계단체의 대응전략으로 미국통상에 관련된 최신정보를 신속히 수집하여 이를 파악하고 관련된 정보를 전달하는데 힘써야 한다. 그리고 통상마찰의 문제가 발생하기 전에 로비전략을 수립해 놓음으로써 시기적전하고 적당한 대처를 해 나갈 수 있다는 것이다. 업계의 전체의견을 미국의 정부, 의회, 동종 관련단체 등에 효과적으로 전달하기 위한 채널개발의 중요성과 해외경제 홍보센타(가칭)의 설치로 대규모 수출기업과 업계단체간의 해외홍보의 효율성을 올릴 수 있다. 넷째, 민간기업의 대응전략으로는 현지국과의 공존공영을 추구하여 현지국의 경제에 기여하겠다는 기업 시민의식과 현지국 사회활동에 적극 참여하여 한국의 대외 이미지 개선을 위한 적극적인 PR활동과 기업의 최고경영자 차원의 로비활동 추진으로 대미(對美)로비체제를 적극적이며 능동적으로 수행할 수 있도록 하여야 한다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2015.07a
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• pp.139-141
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• 2015

소규모 매장을 운용하고 있는 대다수의 소상공인들은 매장 홍보를 위해 전통적으로 사용되고 있던 오프라인 인쇄를 통한 전단지를 이용하고 있다. 최근에는 네이버 배너 광고, 디지털 사이니지 등을 이용한 온라인 홍보도 일부 이용하고 있으나, 온라인 홍보의 경우, 홍보 채널에 맞는 홍보물을 제작하기 위해 별도의 추가 비용이 발생하고 있으며, 홍보물 제작을 위한 비용부담으로 인하여 변화하는 상황에 최적화된 홍보물을 이용한 매장 홍보에 한계를 가지고 있다. 이에 본 논문은 소상공인이 매장 홍보를 위해 타겟 사용자 그룹군의 특성을 분석/제공하는 홍보전략을 반영하여 최적의 디지털 홍보물을 자동으로 제작하고, 가용 채널을 통해 홍보물을 쉽게 배포할 수 디지털 홍보물 자동 제작 프레임워크를 제안한다. 본 논문에서 제시하는 프레임워크를 이용하여 소상공인의 매장 상황 변화 및 홍보의도에 최적화된 디지털 홍보물을 쉽게 제작할 수 있으며, 이를 통한 홍보 효과 증대 및 홍보 비용 절감에도 기여할 수 있을 것이다.

• Journal of Internet of Things and Convergence
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• v.8 no.2
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• pp.25-33
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• 2022

The purpose of this study is to provide the basic data for establishing a unique admissions promotion strategy for each university and to innovate the paradigm of university admissions promotion through the examples of central universities in the practice of PR promotion based on big data analysis. To this end, prior literature related to university publicity (marketing), and recognition of prospective college students who visited the university, and database data were defined and analyzed as big data. As a result, first, the preliminary studies related to college entrance exam promotion (marketing) increased dramatically in the 2000s and 2010s as part of preparing for countermeasures against population decline in school age. Responding to the need for an admissions promotion strategy to accelerate visits to prospective college students, the database data analysis result suggested the selection and concentration of entrance exam strategies based on the university's regional and academic characteristics.

• 한우개량
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• v.6 no.7 s.23
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• pp.12-23
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• 2001

• Journal of Korea Technology Innovation Society
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• v.16 no.1
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• pp.1-19
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• 2013

A myriad of information production channels and medium including internet, social media, and multi media channels emerged, often with conflicting interests, disseminate unwanted and inaccurate information which could result in sudden severe public relations damage to the global companies with world class products if not dealt with in the professional way. Properly crafted and managed public relations thus should become the integral part of all organizations. In particular online public relations leadership becomes even more important to public organizations responsible for national branding and interests and to private sectors expanding into the global markets. The research aims to increase global competitiveness of the pubic and exporters by presenting the online leadership strategy 101. For this purpose, locally produced web sites are analysed both from technical and global marketing perspectives. From the research all web sites were classified into three types of ghost, wreck, and moron. The 2012 research showed that 99% was moron, followed by 67% wreck and 1% ghost. The research presents must strategies for global public relations and marketing. They include strategic planning, public relation training, white hat search engine optimization, web standards, web accessibility, mobile web site and the inbound marketing strategies.