• The Journal of the Korea Contents Association
• /
• v.13 no.5
• /
• pp.103-116
• /
• 2013

Meanwhile, the governmental organization has been familiar with construction and method of one-way communication focused on public relation. As a result, it is true that there are few customers who have interest in, understand, and actively participate in public policy of the government.However, by propagation of smart phone terminal, public relation of government policy is diversified such as SNS, application manufacture, etc. It paved the way for actively increasing customers' comprehension of relevant information and participation as well. With that background in mind, this research tried to search pattern and feature of SNS strategy through domestic and American examples for improving trustof government policy and find common ground in order to seek for solution to help government office conduct a PR campaign more efficiently through SNS.

• Korean Security Journal
• /
• no.59
• /
• pp.109-132
• /
• 2019

The purpose of this study is to analysis the change of composition and terminology of the official public relation(PR) brochures of the Presidential Security Service of Korea. For this purpose, the qualitative study was conducted on the official PR brochures of the Presidential Security Service. The results of this study are as follows. First, the compositions of the official PR brochures of the Presidential Security Service have been gradually changing from the Presidential Security Service to the public. Second, the terminologies of the official PR brochures of the Presidential Security Service have been gradually increasing the using public friendly terms in the middle of the using rigid terms because of the nature of the Presidential Security Service. Therefore, the Presidential Security Service should fulfill the public's rights to know through active PR efforts in the future and concentrate the capabilities in securing the legitimacy of presidential security service while leading the academic development of security service. In addition, it is necessary to consider ways to renew specific concrete grounds for organization, functions, and employees through legal and institutional improvements to secure the professionalism of the Presidential Security Service, and to extend the scope of work to the field of national security management and coordination.

• Korea Journal of Hospital Management
• /
• v.5 no.1
• /
• pp.176-199
• /
• 2000

This study is to identify factors affecting public relations(PR) activities through newspapers among hospitals. 53 acute hospitals with more than fill beds were surveyed by telephone interview, and hospital-related articles on 4 major daily newspapers were searched in KINDS(Korea Intergrated Newspapers Database System). Hospitals' PR scores were evaluated by weighting the directoin and the number of hospitals mentioned in an articles. The scores were analysed as the outcome of PR activities by some general characteristics. The mean of PR score was 4.64, most hospitals(22, 41.5%) fell on the group scored more than 0 and less than 5. Hospitals with score under zero were 7(13.2%) and the hospitals scored over 20 point were 3(5.8%). The number of beds and area, two general characteristics of hospitals, had decisive effect on PR activities. Analysis showed hospitals over 1000 beds scored 17.06 point and this group accounted for the highest. Hospitals from 600 to 799 beds scored 2.86, with 800 to 999beds scored 1.93 and with 500 to 599 beds scored 0.59. Along with area, hospitals in Seoul scored 11.50 point, in Kyong-Ki and Incheon scored 1.50 and in the other areas scored -0.23 point. Department for PR and the number of workers in PR activities made hospitals active in PR. Hospitals with PR department scored 7.05 point, without PR department scored 0.98. Hospitals with workers who is whole responsibility over 5 scored 13.67, from 3 to 4 scored 6.54, from 1 to 2 scored 1.02, and the hospitals without workers who is whole responsibility scored 0.53. Among the characteristics related with PR activities, the assignment of a report in individual hospital had significant effect on the outcome of PR. Hospitals with assigned reporters scored 8.31 point, without them scored 1.89. Finally, the factors affecting PR score were identified by multiple regression analysis. The number of beds and the area(Seoul) were significantly associated with the score in positive direction.

• Journal of Internet Computing and Services
• /
• v.12 no.5
• /
• pp.137-158
• /
• 2011

The study aims to determine whether SNS Usage has significantly influence on local administration PR. With the advance in information and communication technologies, many administrative organizations began to work in public relation to their residents via SNS. Nowadays SNS is transforming practical standpoints from forming public opinion through communication message to forming relationship with their residents. Therefore the needs to identify the relationship of the administrative organizations and their residents are demanded with the needs to investigate impact levels of SNS use on the relationships. While there are many researches to simply identify the features of SNS and to introduce local administration, the research investigating the sequential impacts of SNS use on local adminstration PR does not exist. The study targeted a borough office and its residents and compare those two groups. Findings illustrate that the SNS usage of administrative organizations suffer from the shortage of resident's feedback. Finally the study recommends the various issue developments to strike chord with their residents to utilize SNS use in local governmental organizations.

• Journal of Fashion Business
• /
• v.12 no.4
• /
• pp.46-55
• /
• 2008

The purpose of this study is to provide the effective internet marketing communication strategy as marketing tools by analyzing the web sites of young casual fashion brands. We've selected 19 young casual fashion brands in 3 department stores and made the classification standard - advertising, promotion, public relation(PR), customer management - and analysed the young casual fashion brands according to 4 classification standard on the web sites. As a result of study, it is found that 19 young casual brands' web sites put an emphasis on activity of customer management and promotion in general. However, they did not conduct the PR and advertising actively compared with other parts. Especially, the promotion strategy occupies more parts than any other parts through the variety of membership card's services. Also they are sending e-mails or providing 1:1(FAQ/Q&A) board to the members as a customer management to be able to help to communicate with customer through the web site.

• Korean Business Review
• /
• v.12
• /
• pp.1-27
• /
• 1999

The author focus on the role of IMC(integrated marketing communication)that is important for increase of relationship equity value, stress on the integration of IMC and PR in relationship marketing. This paper present as follow. The first, marketing thought have evolved through market competition situation at a market segmentation level perspective, and the concept of relationship equity is necessary to individual marketing or relationship marketing. The second, firm should identify profitable customer, build strong relationship for relationship equity, based on customer equity and life time value in customer market. The third, IMC needs integration with PR for relationship building of stakeholder including customer market at a point of view of corporate equity. Finally, this article offer discussion about implications of integration IMC and PR for future study.

• Research in Community and Public Health Nursing
• /
• v.6 no.2
• /
• pp.259-274
• /
• 1995

The study is to grasp the problems related to operation of Maternity clinic of public health centers in seoul and needs for public health of community in relation to consumers and providers in order to improve efficiency of community public health for mothers and children. Four pregnancy woman, who receive medical care at the maternity clinic of M public health centers in seoul and understand the purpose of this study, and one nurse who works at the were the objects of this field study. Participating observation and intensive interviews were conducted to collect data. All of them were performed as necessary from time to time since December, 1994, and not during a specific period. Through an data analysis in the order of sector analysis and classification analysis, the data were classified into specific patterns and the results are the following; 1. All of the subjects were using both private hospitals and public clinics, but managing activities prior to delivery were not carried out in accordence with theories for those activities. 2. The subjects showed two types of response to utilizing maternity clinic. they answered that the advantages of the clinic were 'short waiting time for medical treatment', 'medical treatment by female doctors' and 'economical benefit.' Meanwhile, they gave negative response to the problems of 'non-implementation of delivery' 'uncleanness and insufficient facilities', 'limited time of treatment', 'lack of expertise' and 'want of public health education for materity.' 3. Problems related to operation of maternity clinic were 'lack of experts', 'irrational facility structure' and 'absolutely lack budget'. In terms of the status of managing the subjects, 'programs only aimed at attaining the central-government-assigned objects' and 'limited management before and after delivery by non-implementing delivery' were pointed out to be problems. Regarding public health education before delivery and PR relations, 'superficial public health education for maternity' and 'absence of PR programs' were named. In planning and evaluation, 'absence of autonomous planning and evaluation by the clinic itself' was a major problem in operating the clinic. 4. 'Substantial health education and PR', 'supplementation of facilities and eqipment', 'development' and supply of demanded service by the subjects', 'implementation of autonomous programs', and 'reinforcement of supplementary education' were presented as alternatives for efficient opration of maternity clinics.

• The Journal of the Korea Contents Association
• /
• v.10 no.9
• /
• pp.478-486
• /
• 2010

A lot of local colleges are public relation(PR) using on off line media. However, to examine the effectiveness and efficiency can be maximized to promote research is still lacking. This study was presented to the utilization of the Internet media in local colleges. As a result, local college students were used more offline than online media. Add admission period, girls were higher utilization of the internet entrance site. When nonscheduled admission, vocation high school students were more internet media use. Academic high school students used the internet media, when add admission period.

• Journal of the Korean Society for Library and Information Science
• /
• v.54 no.4
• /
• pp.283-315
• /
• 2020

The purpose of the research is to evaluate the current online PR activities focused on the websites of university archives. To achieve the goal, the research developed the indicators to assess online PR activities by synthesizing both the factors derived from the basic components and concepts of PRs at university archives and the existing indexes for evaluating the online PRs of related cultural organizations such as libraries, museums, archives, and non-profit organizations. The research found that most university archives did not have promotional activities positively because there was lack of archival information services development. Even if there were some archival information services, they were not actively publicizing the facts. On the basis of the results, the research suggested the alternatives to improve online PR activities and follow-up research topics to supplement limitations of the research.

• The Journal of the Korea Contents Association
• /
• v.17 no.8
• /
• pp.551-559
• /
• 2017

This study was to find out recognition of customers on association between necessity of Hospital Brand Identity and service value, to suggest efficiency contents of public relations(PR) for give shape to positive emotion or emotional empathy about hospital. The result of study, necessity of Brand Identity in hospital PR contents was recognized to order facility environment specialized sector of medical service scale of hospital reputation of doctor, recognized to higher necessity of Hospital Brand Identity in case lower to use of practical hospital. In association between necessity of Brand Identity and service value of Hospital Brand Identity was confirmed to be higher recognize service value if more higher recognize necessity about scale and reputation of doctor. Accordingly, to suggest PR contents for give shape to positive and emotional empathy in relation of customers, small and medium hospitals will important finding process a specific character in each other hospitals, the value will be consider for efficiency marketing to reflect opinions of customers.