Journal of Public Diplomacy

The Korean Association for Public Diplomacy (한국공공외교학회)
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Development of Public Diplomacy Crisis Communication Model and Its Application

공공외교 위기커뮤니케이션 모델의 개발과 적용

  • Received : 2023.01.30
  • Accepted : 2023.03.10
  • Published : 2023.09.30
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Abstract

This study finds that the South Korean government's public diplomacy efforts have focused on promotional activities such as the "K-wave" or responses to controversial historical issues. However, the South Korean government needs to be more prepared for strategic responses to unexpected crises and subsequent communications. This paper attempts to apply crisis communication research developed in the field of public relations to public diplomacy. To do so, this research reviewed theories in crisis communication, an essential area of public relations, and developed a crisis communication model. The model was then applied to several crisis case studies to suggest how to develop response strategies and conduct communications. As a result, this research developed an Ongoing Public Diplomacy Crisis Communication Model (PDCCM) that can be applied to public diplomacy research and practice. The model identifies four crisis communication principles (be quick, be open, be consistent, be authentic) that should be applied in six phases. Following continuous social listening and monitoring, governments should analyze crisis situations using sense-making, develop short- and long-term crisis response objectives, response strategies, and communication messages depending on the level of responsibility, implement crisis communication, and conduct post-crisis evaluation.

본 연구는 예고 없이 발생하는 초국가적 위기에 정부가 어떻게 전략적으로 대응하고 커뮤니케이션 할 것인지 공공외교 측면에서 주목하고, 이를 위해 PR 분야에서 발달한 위기커뮤니케이션 연구를 토대로 공공외교 위기커뮤니케이션모델을 개발하고자 하였다. 연구방법으로는 PR 에서 중요한 분야인 위기커뮤니케이션의 대표이론들을 살펴보고 이를 토대로 공공외교 위기커뮤니케이션 모델 개발, 사례연구를 통하여 공공외교 위기 발생시 어떻게 대응전략을 수립하고 이를 커뮤니케이션 해야 할 지 제언하였다. 그 결과 공공외교 학문 및 실무에 활용할 수 있는 공공외교 위기커뮤니케이션 모델(Public Diplomacy Crisis Communication Model, PDCCM)을 개발하였다. 이 모델은 공공외교 위기커뮤니케이션의 중요한 원칙으로 신속성, 개방성, 일관성, 진정성을 제시하고, 실행 내용으로 상시 소셜리스닝과 소셜모니터링을 통한 위기의 탐지, 위기에 전략적으로 대응하기 위해서 센스메이킹을 활용한 상황분석 및 위기대응목표설정, 네트워킹과 메시징을 통하여 상황에 맞는 위기대응전략과 이미지회복전략을 활용하는 것을 골자로 하고 있다.

Keywords

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