Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Qualitative Research on the Improvement of Government Public Relations in the Low Fertility Society

저출산 정부홍보 개선방안을 위한 질적 연구

  • Han, Sangpil (Department of Advertising and PR, Hanyang University)
  • Received : 2022.04.22
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

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.

본 연구의 목적은 국가의 주요 정책인 저출산 대응전략 모색을 통해 국민들이 출산율의 중요성을 인지하기 위한 정부정책의 효과적인 홍보방안 제안이다. 본 연구는 광고홍보 학계와 실무자들 중에서 정부의 정책광고와 홍보에 전문성이 높은 6명의 전문가를 대상으로 초점집단면접을 실시하였다. 연구결과, 정부의 저출산 홍보전략은 통합홍보와 예산 편성의 문제점이 제기되었고, 홍보메시지 전략은 일관성 높고 타깃에 적합한 창의적인 접근이 부족하였으며, 매체전략은 젊은 세대의 특성을 반영하지 못한 것으로 나타났다. 이러한 연구결과를 바탕으로 저출산 대책 정부홍보의 개선방안을 제안하였고, 향후 정책입안에 활용될 것이 기대된다.

Keywords

Acknowledgement

This work was supported by the research fund of Hanyang University (HY-2021-G).

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