• 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.

• The Journal of the Korea Contents Association
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• v.13 no.5
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• pp.103-116
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• 2013

Meanwhile, the governmental organization has been familiar with construction and method of one-way communication focused on public relation. As a result, it is true that there are few customers who have interest in, understand, and actively participate in public policy of the government.However, by propagation of smart phone terminal, public relation of government policy is diversified such as SNS, application manufacture, etc. It paved the way for actively increasing customers' comprehension of relevant information and participation as well. With that background in mind, this research tried to search pattern and feature of SNS strategy through domestic and American examples for improving trustof government policy and find common ground in order to seek for solution to help government office conduct a PR campaign more efficiently through SNS.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.595-603
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• 2023

Recently, many public institutions have been conducting promotional activities using digital platforms. Communication methods using digital platforms have a very important meaning in that they can create new values that did not exist before by connecting and sharing information with various users. To this end, we tried to analyze YouTube videos of five government ministries and examine them. As a result of YouTube analysis by government ministries, most of them were mainly used as channels for policy promotion, and many were used as channels for new information. Although the message is delivered through the production of various contents, it was possible to look at cases where the target as a channel for communication was not clear and the purpose was unclear. In order to communicate with the people, it should be used as a channel for communication through content suitable for clear target setting and purpose.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.705-717
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• 2016

The objective of this study is to find out whether policy acceptance(attitude formation and intention of action) is affected by the message appeals(rational vs. emotional) when policy PR messages emphasize prosociality, and by various factors such as trust in government, involvement, and demographic factors as moderating variables. Although message appeals does not show any difference by itself, interaction effect is observed between trust in government and message appeals; the rational appeal is more effective to those with low trust in government while the emotional appeal is more effective to those with high trust. No other interaction effect is founded but involvement, gender, and age group show important main effect in policy acceptance; high-involvement group and female group are more favorable in attitude toward prosocial policy and behavior intention compare to the each of counterparts, whereas older group is more favorable in behavior intention.

• Journal of Korean Library and Information Science Society
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• v.53 no.1
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• pp.55-79
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• 2022

In this study, the current status of operation was analyzed with a view to analyze the areas in need of improvement and the status of portals of similar institutions. Based on which, a proposal was made to help improve the function of utilization as well as search the products of studies by and for the research institutes funded by the government having jurisdiction by applying the information service technology developing in line with the fourth industrial revolution for the purposes of aiding and fostering with efficiency toward achieving the goal of establishment for such institutes, while strengthening the utility of NKIS. First, in order to secure the membership, it is necessary to find the targets for policy information and promotion, and it is also necessary to increase the demand for policy information, such as by preparing the people friendly policy reports, infographics, and information delivery in an easy manner. Second, it is necessary to provide customized services in the manner which reinforces reports and policy data on the social issues and education topics, which are among the interests of the primary user base by considering the ratio of visiting occupations. Third, for the diversification and expansion of video data services, it is necessary to prepare alternatives, such as by setting regulations and encouraging the institutions of jurisdiction to upload the video data. Fourth, it will be necessary to improve the overall public relations service. It is also necessary to proceed with the NKIS' publicity webtoon serialization with the latest contents or abolish the current webtoon promotion, while it is necessary to derive the plans for the efficient implementation of the contest, further to the need to discuss the secondary publicity after the contest rather than halting after it.

• Journal of Korean Electronics
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• v.12 no.10
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• pp.4-10
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• 1992

본고는 지난 '92. 5. 15~7. 15일까지 국내 140개 병원을 대상으로 설문조사한 내용이다. 이는 현재 병원에서 사용하고 있는 전자의료기기의 사용 및 구매 실태를 조사하여 정부 및 의료기기 업계에 전달함으로서 정부에게는 국산의료기기 사용촉진을 위한 정책자료로 업계에는 영업방향을 제시함으로써 국내의료기기에 대한 홍보 및 질적 향상을 도코키 위한 자료임을 밝힌다.

• KOREAN POULTRY JOURNAL
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• v.15 s.160
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• pp.118-122
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• 1983

미래의 불확실한 농업상황을 체계적으로 과학적으로 예측함으로써 개별농가가 영농계획 수립의 지침으로 삼는 것은 물론 정부의 농업정책수립에도 활용될 수 있도록 과거와 현재의 가능한 관련정보를 수집정리하고 이를 과학적으로 분석하여 미래상황을 예측하고 널리 홍보하는 과정이다.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.453-459
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• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.163-171
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• 2021

This study aimed to investigate the main characteristics of the COVID-19 vaccine-related videos spread on YouTube and differences in user responses in the infodemic situation caused by COVID-19. As a result of content analysis of 579 videos related to the COVID-19 vaccine, it was found that all of the false information was written by individual channels. Institutions, organizations, media companies, and government channels reported spread of false information as well as fact-oriented reporting. The progressive channel had a high percentage of positive sentiment in favor of vaccination, and the conservative channel had a high percentage of negative emotion against vaccination. After the vaccination started, the number of videos on government channels increased, and it was found that the number of videos with positive emotions increased. Results of regression analysis of video characteristics that affect the number of likes indicated that personal expert videos and videos from progressive channels received more likes. Combining the research results, we propose a plan to promote government policies regarding the COVID-19 vaccine using social media.

• (The) Korean Journal of Advertising
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• v.29 no.3
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• pp.57-90
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• 2018

This study is aimed at articulating the policy communication concept and developing the policy communication index between the Korean government and the public. Theoretically guided by dialogic communication theory, two step research was employed. In the first stage, the elements of policy communication were derived through literature review and in-depth interviews. In the second stage, online survey was conducted for the general public and reliability and validity were secured through confirmatory factor analysis and structural equation model analysis. The finalized policy communication index has two dimensions of mutuality and openness. The mutuality has six sub dimensions and the openness has three sub dimensions. The level of mutuality and openness of the policy communication index differed according to the policy type. In the cultural policy, which represents the traits of distribution policy, the degree of mutuality was strong, but the degree of openness was important in communication of education policy, which represents the traits of redistribution policy. This study is meaningful as an empirical study that verifies and suggests the influence of the policy communication index in the context of the policy communication and practical applicability to strategic public relations by understanding the dimensions of policy communication.