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http://dx.doi.org/10.15207/JKCS.2022.13.05.137

A Qualitative Research on the Improvement of Government Public Relations in the Low Fertility Society  

Han, Sangpil (Department of Advertising and PR, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.5, 2022 , pp. 137-143 More about this Journal
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.
Keywords
Low fertility; Government PR; Public relations effect; Government policy; PR message;
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