• Korean journal of communication and information
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• v.30
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• pp.89-119
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• 2005

The purpose of this essay is to converge the theory of communicative action Into the new paradigm of 'public relations democracy.' The notions of communicative action rationality, the public sphere, and deliberative democracy led new public relations paradigm approaches including meaning sharing, media access enlargement, and theoretical ramifications for the powerless. As Habermas prospected the power of comprehensive rationality to solve post-capitalist problems, the paradigm of public relations democracy visions the new era of public relations equipped with rhetorical and critical approaches. The new paradigm tries to overcome functional fallacy and embraces the concept of public interest. The paradigm of public relations democracy aims at integrating all three levels of public relations activities such as individual, organizational, and social levels, and pursues to enlarge the public sphere through increasing communicative actions and resolving social conflicts. Habermas's critical theory exhibits an opportunity for public relations theory building.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.117-123
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• 2020

This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1216-1221
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• 2009

Media relations is one of the most important areas of PR in Korea. And PR business ethics is the cause of misunderstandings and complications in PR media relationship. Therefore, PR practitioners' perception about PR business ethics is important part. Along with the rapidly developing PR industry, the ethical aspects of PR are gradually being taken seriously in executing PR projects and activities. PR practitioners have the social responsibility to preserve media clean in media relations because they primarily keep various information of organizations. In order to guarantee peoples right to know and the free flow and the free flow of information, the PR ethics must be closely examined.

• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.89-95
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• 2020

In the digital media environment, the communication of government agencies has changed in various forms and the expertise has been strengthened. However, there are still negative views on the performance of public communication by government agencies. Criticism by prejudice, rather than rational evaluation, can hinder the development of public communication. Therefore, this study intends to identify whether there is a confirmatory bias in evaluating the performance of public communication by government and to suggest alternatives. To this end, this study confirmed that there is a possibility of confirmatory bias in evaluating the performance of public advertising/PR by comparing the simultaneous and sequential environments. The results of this study are expected to contribute to sharing and expanding public values by presenting rational criticism and evaluation methods for public communication.

• Journal of Internet Computing and Services
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• v.12 no.5
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• pp.137-158
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• 2011

The study aims to determine whether SNS Usage has significantly influence on local administration PR. With the advance in information and communication technologies, many administrative organizations began to work in public relation to their residents via SNS. Nowadays SNS is transforming practical standpoints from forming public opinion through communication message to forming relationship with their residents. Therefore the needs to identify the relationship of the administrative organizations and their residents are demanded with the needs to investigate impact levels of SNS use on the relationships. While there are many researches to simply identify the features of SNS and to introduce local administration, the research investigating the sequential impacts of SNS use on local adminstration PR does not exist. The study targeted a borough office and its residents and compare those two groups. Findings illustrate that the SNS usage of administrative organizations suffer from the shortage of resident's feedback. Finally the study recommends the various issue developments to strike chord with their residents to utilize SNS use in local governmental organizations.

• Korean Business Review
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• v.12
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• pp.1-27
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• 1999

The author focus on the role of IMC(integrated marketing communication)that is important for increase of relationship equity value, stress on the integration of IMC and PR in relationship marketing. This paper present as follow. The first, marketing thought have evolved through market competition situation at a market segmentation level perspective, and the concept of relationship equity is necessary to individual marketing or relationship marketing. The second, firm should identify profitable customer, build strong relationship for relationship equity, based on customer equity and life time value in customer market. The third, IMC needs integration with PR for relationship building of stakeholder including customer market at a point of view of corporate equity. Finally, this article offer discussion about implications of integration IMC and PR for future study.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.20-29
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• 2018

This study investigated the effect of PR communication of local government on the relationship between the local government and the public and the image of the local government, focusing on the official blog of Busan Metropolitan City, 'Cool Busan.' It also examined the mediating role of organization-public relations. As a result, 'interactivity' and 'interest' among the characteristics of social media information have a statistically significant effect on organization-public relationship and municipal image. And balance' was found to affect the image of local government. In addition, the mediating role of the organization-public relations subfactors has been proved in the influence of the local government social media information characteristics on the local government image.

• 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.

• Korean journal of communication and information
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• v.34
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• pp.63-97
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• 2006

This study examined the Japanese factors influencing on the formation and development of modern corporate Public Relations means and activities in Korea. It centers on the introduction and acceptance of CIP, corporate Public Relations advertising, house organ in dealing with corporate Public Relations Communication means and corporate philanthropy through corporate foundation, the Public Relations activities of the economic world in case of corporate Public Relations activities. It analyzed the Japanese factors by examining the emphasis of Public Relations activities and the practical use of communication means relating to corporate Public Relations, focusing on the specific character of corporate Public Relations activities. Centering on the area related to corporate Public Relations from the standpoint of historical development, it approached the point at issue selected as the subject of it through comparing the state of things between Korea and Japan. The results show that Japanese influences have been exerted widely on the formation and development of corporate Public Relations means and activities in Korea. However, it leaves no objection that Japan accepted Public Relations theories and practices of the United States, the birthplace and suzerain state of Public Relations, in the beginning and developmental stages. Therefore, U.S. influences cannot be denied in terms of Public Relations in Korea although it was accepted and developed after introduced from Japan.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.207-215
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• 2020

The purpose of this study is to examine the effectiveness of PBL in a college AD/PR class. This class was run under the theme of 'Sinchon Regeneration Project' in the 'Seodaemun-gu & University Collaborative Project Program'. As a result of the pre-post surveys, the authors found a significant increase in the place attachment to Sinchon, which was considered as a critical variable in this program. This research is an important study with high practicality in the area of cultural content production education PBL. The PBL teaching method can contribute to enhancing the class satisfaction and strengthening the competitiveness of students in cultural content related majors.