• Journal of Korean Library and Information Science Society
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• v.38 no.2
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• pp.373-397
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• 2007

The purpose of this paper is to discuss marketing strategies for school library. The writer divided marketing environment of school library into macro-external environment, micro-external environment, substantial environment, and operational environment. And analyzed characteristics of four target audiences-school administrator, teachers, students, and parents and local society-for school library marketing and suggested approach strategies to each target audiences. Four communication strategies of school library media specialist for effective marketing are discussed ; administrative communication, behavioral communication, cooperative communication, and social communication.

• Korean journal of communication and information
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• v.23
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• pp.113-151
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• 2003

The major goal of this study is to examine the relation between conflict management strategies and communication competences and the relation between communication competences and relational outcomes of actors in conflict communication situations. Some of the major findings are as follows; 1. The integrate strategy has some positive correlation with communication competences. But escape strategy has some negative correlations with them. It means that the actors who have integrate strategy seems to be evaluated their communication competences highly and the others who have escape strategy seems to be evaluated them lowly. 2. The communication competences have some positive correlations with the relational outcomes such as variables of intimacy, trust and relational satisfaction after conflict. This means the actors evaluate others' communication competences highly intend to have more intimacy, trust and relational satisfaction after conflicts. 3. The communication competence intermediate the conflict management strategy and relational outcomes after conflict. It means that relational outcomes after conflict depend on partners' recognitions of actors communication competence. In sort the present study demonstrates that it is important to improve communication competences in order to get some productive output in conflict interpersonal communication situation.

• Journal of Public Diplomacy
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• v.3 no.2
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• pp.1-34
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• 2023

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.

• Archives of design research
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• v.12 no.4
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• pp.79-88
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• 1999

A AD communication strategy is a inregrated strategy of business group for the purpose of attaining certain goals with a series of activities, which are systematically planned, investigated, fomulated,performed, and evaluated. The ad communication strategy should be established on the result of researching and analyzing the conditions of a company. And it can has to be commonly applied to every strategy to heighten the mutual effect. The purpose of the thesis is to suggest direction of an effective ad communication strategy and to recognize the importance of prantical example of ADcommunication strategy. The object of this thesis is the general aspect of strategy than specific aspect. The first chapter explains in general terms the purpose of this study and communication strategy. The second chapter explains the analysis of the market for seasoning products. A thorough investigation has performed to determin the entire market enviornment. The third chapter suggests the communlcayion strategy based on the market analysis of the seasioning product. Which can be applicable to any other products. The fourth chapter explains the results of this study and evaluates the K.J Sampoo ad communication strategy and given for the future.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.495-496
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• 2017

USP는 독특한 판매제안이란 의미로 제품 및 디자인의 차별화 혹은 브랜드 커뮤니케이션 수행의 차별화로 확장되어 이용되고 있다. 경쟁사에 대한 효과적이고 지속적인 경쟁우위를 유지하기 위한 마케팅 및 브랜드 커뮤니케이션 차별화 전략 중 USP 전략을 기술적 요인에 의한 제품차별화 및 브랜드, 광고, 유통 및 고객서비스 등과 같은 마케팅 활동에 의한 차별화로 인식하고 기업의 광고 및 홍보 전략으로 활용하고 있는 USP 사례를 통해 기업의 효과적이고 지속적인 브랜드 경쟁우위를 유지하기 위한 방법을 알아보았다.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.294-307
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• 2020

The global automotive industry has suffered various crises such as products defects and unethical company management. In order to examine the effectiveness of crisis communication strategy of an automotive company with Chinese consumers who occupy the largest proportion in the global market, this research analyzed the influences of crisis responsibility, crisis types, and crisis communication strategy on attitudes to a company, intentions of negative communication, and intentions to participate in a boycott. A 2(crisis responsibility: high/low) × 2(crisis types: corporate ability/corporate crisis responsibility) × 2(strategy: defensive/accommodative) experimental design was conducted with 1,600 Chinese students in Seoul. High crisis responsibility and corporate social responsibility crises were related to unfavorable attitudes to a company, higher intentions of negative communication, and higher intentions to participate in a boycott. Crisis responsibility and communication strategy showed a significant interaction. When crisis responsibility was high, the accommodative strategy was more effective than the defensive strategy. When crisis responsibility was low, there was no difference between the strategies. Corporate social responsibility crises found no difference between the strategies regardless of the crisis responsibility level. In the case of corporate ability crises, the accommodative strategy was more effective for the high crisis responsibility crisis.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.471-482
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• 2015

Situational Crisis communication theory (SCCT), one of the major crisis communication theories, suggests that crisis managers have to choose the most effective crisis response strategy in accordance to the crisis type. However, there's a controversy over whether this theory is practically applicable in Korea. Therefore, this study analyzed statements of apology to see if companies in Korea are actually taking different response strategy according to the types of crisis. According to the result of analysis on 244 apology statements published in the newspapers from 2012 to spring of 2015, adaptive response strategy was mostly taken no matter what the crisis type was. In conclusion, there's a discrepancy in crisis response strategy between the theory suggested in SCCT and the current practices in Korea. This conclusion can contribute to devising an appropriate application of SCCT in Korea and to develop a more Korea relevant theory.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.390-402
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• 2014

This study, based upon the Sturges' crisis stages, examines the crisis response communication strategies of Korea Professional Football League(KPFL) for the K-league match-fixing case as well as the frequency of related news articles and the source of information. To explore the crisis response communication strategies the Korea Professional Football League used, a total of 118 news articles were analyzed using the content analysis and frequency analysis. The unit of analysis for crisis response communication strategies is sentence. The frequency of news articles based upon the crisis stages shows highest rate at the acute crisis stage. The source of information for news reports shows that KPFL was one of the major sources of the news reports. KPFL's crisis response communication strategy throughout all stages of the crisis stage shows that corrective action strategy was used highest ratio. In particular, the crisis response communication strategy between team, player and KPFL was shown lack of consistency throughout all crisis stages. Implication and future research direction for the results are discussed.

• Korean journal of communication and information
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• v.59
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• pp.180-210
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• 2012

The purpose of the study was to analyze the apologies made in Korea for the past 10 years, and to diagnose how Koreans used crisis communication strategies. For the analysis, typology of crisis communication strategy was adopted from previous study as well as the new typology distinctively found in Korea. Also preferred crisis communication strategies were analyzed by crisis subject, by crisis type and by stage of crisis. Results showed that among the crisis communication strategies, apology and corrective action were the most used strategies, followed by bolstering and appealing to sympathy. Preferred crisis communication also differed by crisis subject, by crisis type and by stage of crisis. When the crisis subject were government or public institutions, when the locus of crisis responsibility was internal, and when the crisis was a controllable human/social crisis, the justification strategy was preferred. The results seemed to be related to the unique cultural characteristics of Koreans, especially to sense of Cheong and Chemyon. Indirect corrective action and transcendence were Chemyon-saving strategies while bolstering and appealing to sympathy were strategies appealing to Cheong. Future study should address the new typology of crisis communication strategy reflecting the cultural characteristic.

• Nuclear industry
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• v.23 no.11 s.249
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• pp.9-20
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• 2003

이 연구는 원자력에 대한 국민들의 여론 형성 과정을 분석하고 효과적인 대중 커뮤니케이션 전략을 수립함으로써 궁극적으로 원자력의 사회적 수용성을 높이기 위한 목적으로 수행된 것이다. 주된 연구 내용은 (1) 일반 국민들의 매체 이용과 원자력에 대한 태도 형성 과정 분석 (2) 대중 매체의 원자력 관련 보도에 대한 내용 분석(content analysis) (3) 매체의 의제 설정(agenda-setting) 과정 분석을 위한 심층 인터뷰(FGI) (4) 효과적인 대중 커뮤니케이션 전략의 수립 등이다. 연구의 주요 내용을 3회에 걸쳐 연재한다.