• Korean journal of communication and information
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• v.34
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• pp.63-97
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• 2006

This study examined the Japanese factors influencing on the formation and development of modern corporate Public Relations means and activities in Korea. It centers on the introduction and acceptance of CIP, corporate Public Relations advertising, house organ in dealing with corporate Public Relations Communication means and corporate philanthropy through corporate foundation, the Public Relations activities of the economic world in case of corporate Public Relations activities. It analyzed the Japanese factors by examining the emphasis of Public Relations activities and the practical use of communication means relating to corporate Public Relations, focusing on the specific character of corporate Public Relations activities. Centering on the area related to corporate Public Relations from the standpoint of historical development, it approached the point at issue selected as the subject of it through comparing the state of things between Korea and Japan. The results show that Japanese influences have been exerted widely on the formation and development of corporate Public Relations means and activities in Korea. However, it leaves no objection that Japan accepted Public Relations theories and practices of the United States, the birthplace and suzerain state of Public Relations, in the beginning and developmental stages. Therefore, U.S. influences cannot be denied in terms of Public Relations in Korea although it was accepted and developed after introduced from Japan.

• Korean journal of communication and information
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• v.30
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• pp.89-119
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• 2005

The purpose of this essay is to converge the theory of communicative action Into the new paradigm of 'public relations democracy.' The notions of communicative action rationality, the public sphere, and deliberative democracy led new public relations paradigm approaches including meaning sharing, media access enlargement, and theoretical ramifications for the powerless. As Habermas prospected the power of comprehensive rationality to solve post-capitalist problems, the paradigm of public relations democracy visions the new era of public relations equipped with rhetorical and critical approaches. The new paradigm tries to overcome functional fallacy and embraces the concept of public interest. The paradigm of public relations democracy aims at integrating all three levels of public relations activities such as individual, organizational, and social levels, and pursues to enlarge the public sphere through increasing communicative actions and resolving social conflicts. Habermas's critical theory exhibits an opportunity for public relations theory building.

• Korean journal of communication and information
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• v.35
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• pp.292-328
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• 2006

This study examined Korean Public Relations trend and social acceptance in 1960s. It centers on the acceptance conditions of PR concept, corporate PR and governmental PR. It analyzed PR recognition and practical activities of the general corporations, financial institutions and public corporations in dealing with corporate PR. It also analyzed Korean governmental PR through examining the structure of governmental PR system, PR activities in rural communities and the police. In those days, PR concept had been misused to no small degree and not been accepted correctly that the necessity to let people know PR in its proper meaning was raised. Laying emphasis upon the technical side, corporate PR activities had centered on publicity. Especially, at that time, the banks, the insurance companies and the public corporations had perceived the importance of PR and implemented a set of PR activities. It can be said that a special feature in government PR in 1960s lies in the expansion of the public information system and reinforcement of PR policies. Also, PR in rural communities had been doing to give information relating to agriculture technique and to improve the living conditions of the farm area. The importance of PR in police had been on the side of promoting relations with people and improving treatment of the people by policeman.

• 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.

• Management & Information Systems Review
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• v.21
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• pp.29-47
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• 2007

The purpose of this study is to analyze the case on the strategic MPR that has rapidly growing for years. And the Brand, which was at first used to be distinguished from many other products or services, is going through its gradually expanded definition, not merely for the highlight of the distinctions. This study was performed to review the literature on concept and meaning of Marketing Public Relations(MPR) which was used for IMC planning and to identify formation, development, and functional characteristics of MPR. MPR is a series of public communication act in order to gain credibility on their products and services with consumers and prospects from consumer-oriented viewpoint. The subject of the study are Colleges or Universities who try hard to work their various and strategic PR communication. The results of this research indicates that maximization of the integrated effect between marketing and public relations shall be achieved in planning MPR strategy. The meaning of this study is to verify the significance and need of the Colleges or Universities' specialized characteristics in strategic MPR activities. It is expected that this research will provide meaningful suggestions to PR and marketing practitioners.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.20-29
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• 2018

This study investigated the effect of PR communication of local government on the relationship between the local government and the public and the image of the local government, focusing on the official blog of Busan Metropolitan City, 'Cool Busan.' It also examined the mediating role of organization-public relations. As a result, 'interactivity' and 'interest' among the characteristics of social media information have a statistically significant effect on organization-public relationship and municipal image. And balance' was found to affect the image of local government. In addition, the mediating role of the organization-public relations subfactors has been proved in the influence of the local government social media information characteristics on the local government image.

• Korea Journal of Hospital Management
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• v.4 no.2
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• pp.60-84
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• 1999

Hospitals under competitive environment are getting more interested in PR(public relations) as a means of marketing. A typical form of public relations for the hospital is publicity, and its principal instrument is the press release that provides the mass media with the raw material and background for a news story. The purpose of this paper is to examine and analyze the public relations articles associated with hospitals in the section of health care in major daily newspapers. Three major daily newspapers, Chosun, Joongang and Hankyoreh have been analyzed for a year from January 1, 1998 to December 31, 1998. All articles in the health care section are classified by content, size, press comments, and style. This study has found some perverse aspects of the public relations such as the preponderance of health articles on tertiary medical institutions, inappropriate publicity focused on certain medical treatments, doctors, and hospitals, and the positive press comments on the hospitals that are affiliated with the same corporate group as the newspaper.

• Journal of Digital Convergence
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• v.13 no.5
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• pp.51-59
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• 2015

The year 1997 was when Korean Journal of Public Relations Research started to publish research articles. This study addresses the issue of theories in Korean public relations research. A total of 166 research papers are analyzed to see characteristics and changes during 2003-2012. Through this meta analysis, the researcher tries to see the big picture and discusses the right direction for the future of the public relations in many ways. Three different groupings were adopted to classify theories in the 10 year perion - 1. origins of theories(public relations field, related neighbor field, distant field), 2. target of analysis(individual, organization, society), 3. level of approach (systematic pluralistic, rhetorical, critical approach). According to the findings, though getting better, it was 'cold season' in public relations research because theories utilized in Korean public relations research were not very excellent qualitatively and qualitatively. Interdisciplinary approach is discussed.

• Journal of the Korean Society of Marine Environment & Safety
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• v.27 no.7
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• pp.1011-1022
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• 2021

The Korea Coast Guard(KCG) is the only comprehensive maritime administrative agency in Korea that performs various tasks taking place in the ocean, including rescue operations, disaster management, policing, Drug and smuggling crackdown, responding to Response to invasion of maritime territory, environmental conservation, and maritime security. It is vital to inform the public of the role and mission of KCG as the only comprehensive maritime administrative agency in Korea. However, most citizens, excluding residents of the coastal and island areas, have little knowledge of the security administration services of the KCG due to lack of exposure. This study reviewed the KCG's public relations(PR) organization and current status using KCG promotional materials, diagnosed the actual conditions of KCG's PR, and suggested ways to improve public relations activities through a questionnaire survey of public relations personnel. Through literature research and questionnaire survey, the KCG's public relations status was estimated and the measures to enhance publicity was derived as follows: strengthening the PR organization by reinforcing the personnel in charge of PR, improving customized promotion by clarifying the promotion strategy according to the promotion target, enhancing job training for PR personnel, and increasing the interest and support of commanders and internal members in charge of PR work.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.273-281
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• 2012

As appearing on the stage of social media which expands the private relations to the public relations, the Social Intelligence(SI) is made again prominent in our society. The Public Relations(PR) is in particular related to the SI which means the ability to get along well with other people and to encourage others to cooperate with oneself. It points out the necessity of the study with respect to the impact of SI on the choice of educational major and the adaptation of social media in PR, because the SI is one of the important aptitudes which students who major in Communication and PR would need for actual field. But the result of the research indicates that the SI does not influence the choice of educational major of the students who major in Communication and PR. To make those students go into high level of the SI, the students need the specific education which would enhance and reinforce their SI such as the SPACE Program developed by Albrecht and reorganization of curriculum in the education of Communication and PR. Besides, this study shows that the high level people actively use the social media, for example, Smartphone in order to keep their best relationships.