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http://dx.doi.org/10.5392/JKCA.2016.16.08.147

An Analysis of International PR Campaign Cases for Revitalization of Reading Culture  

Choi, Jinbong (성공회대학교 신문방송학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.8, 2016 , pp. 147-159 More about this Journal
Abstract
The purpose of this study is to provide PR campaign strategies for revitalization of reading culture that are pertinent to Korean situation through analyzing successful international PR campaign cases of advanced countries in reading. For analyzing successful international PR campaign cases for revitalizing reading culture, this study selected four international PR campaign cases from Europe, North America, South America, and Oceania. In addition, this study analyzed the goals and objectives, strategies and tactics, and strengths and weaknesses of the selected PR campaigns in order to draw a way for establishing effective PR campaign strategies for expanding social support about reading culture and diffusing reading culture. According to the findings of this study, the selected PR campaigns are maximizing PR effect by getting attentions of news media and public through using unique and ingenious ideas, and utilizing convenience for public to participate PR campaign easily as a main PR strategy. Furthermore, the selected PR campaigns are improving public's participation in the PR campaign by targeting readers who usually like reading as a main target audience, and maximizing public's participation in the PR campaign by using interesting elements that are attracting attentions from the public.
Keywords
Reading Culture; PR Campaign; Revitalization of Reading; Public;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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