• 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 Venture Innovation
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• v.3 no.2
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• pp.129-145
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• 2020

The purpose of this study was to examine the effects of the job characteristics of the PR practitioner on flourishing and to identify the mediating effect of the meaning of work and job engagement. This study used a survey of 353 PR practitioners from PR firms and the hypothesis was verified by gathering the data of the job characteristics, the meaning of work, the job engagement and the flourishing by conducting hierarchical regression analysis and SPSS Process Macro bootstrapping analysis. The results showed that the job characteristics of the PR practitioner were found to influence the flourishing with the double-mediation effect, the meaning of the work and job engagement. The more PR practitioners regard their work affects their surroundings, the higher the degree of autonomy is, and the more they get feedbacks they engaged more, as they valued their job more thereby experience flourish more. Moreover, when PR practitioners valued their job more, they more engaged in their work and experience flourish. The meaning of work revealed to be the important factor to affect flourish regardless of the job characteristics and the job engagement so that gained the results that PR firms' effort to elevate the meaning of work of PR practitioners has is important. The study findings suggest that PR practitioners' flourishing is manageable in the organization by paying attention to oneself in the aspect of the organization, not leaving in individual areas. Limitaions and implications for future studies were discussed.

• Korean journal of communication and information
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• v.23
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• pp.153-187
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• 2003

The main purpose of this study was to examine the characteristics of corporate PR practitioners whose opinions were quoted as news sources and of the related articles in the economic section of the nation's three largest newspapers. The results revealed that the PR practitioners were mostly males with the job title of general manager or manager working for large electronics/IT or financing companies in Seoul and near metropolitan areas. In particular, such overwhelming features were more clearly salient in the articles related to conflicts. However, the phenomena seem to have been somewhat eased since 2002 when the newspapers came out with the specialized economic section. Analyzing the articles in terms of the channel of covering news, theme of news, and the existence of any conflict, we found statistically significant differences in the characteristics of PR practitioners. In addition, the comparison between each period before and after the emergence of the specialized economic section also showed statistically significant differences in the characteristics of the PR practitioners in many cases.

• 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.

• Management & Information Systems Review
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• v.21
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• pp.29-47
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• 2007

The purpose of this study is to analyze the case on the strategic MPR that has rapidly growing for years. And the Brand, which was at first used to be distinguished from many other products or services, is going through its gradually expanded definition, not merely for the highlight of the distinctions. This study was performed to review the literature on concept and meaning of Marketing Public Relations(MPR) which was used for IMC planning and to identify formation, development, and functional characteristics of MPR. MPR is a series of public communication act in order to gain credibility on their products and services with consumers and prospects from consumer-oriented viewpoint. The subject of the study are Colleges or Universities who try hard to work their various and strategic PR communication. The results of this research indicates that maximization of the integrated effect between marketing and public relations shall be achieved in planning MPR strategy. The meaning of this study is to verify the significance and need of the Colleges or Universities' specialized characteristics in strategic MPR activities. It is expected that this research will provide meaningful suggestions to PR and marketing practitioners.

• Korean journal of communication and information
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• v.55
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• pp.119-139
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• 2011

This study investigated the general perception of government public relations practitioners in the Noh Moo Hyun and Lee Myung Bak administrations toward media relations and false reports. It examined whether these government public relations practitioners' perceptions are different according to changing government public relations circumstances. This study also investigated how the perceptions of public relations practitioners toward media relations in two different governments affect the overall perception toward false reports. The results showed that the two groups had different perspectives toward media relations, false reports and the causes of false reports. Moreover, the perspectives toward media relations influenced their opinions about false reports. However, they had similar opinions about the way of preventing false reports.

• Journal of Digital Convergence
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• v.12 no.9
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• pp.111-121
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• 2014

This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.

• Journal of the Korea Safety Management & Science
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• v.13 no.1
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• pp.161-166
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• 2011

This study proposes a priority model for program directors in charge of Corporate Social Contribution to make the best decision. This empirical analysis aims to discover the most significant area among various programs of Corporate Social Contribution Activities. The Analytical Hierarchy Process (AHP) is used to test the priority model. The study attempts to demonstrate how the model helps providing better decision choices in corporate practices. The priority preference in Corporate Social Contribution Activities programs among corporate social contribution practitioners, PR professors and NGO activists are studied for their priority on corporate social contribution programs, among they valued com mon benefit social activity most important.

• Proceedings of the Safety Management and Science Conference
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• 2008.11a
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• pp.41-50
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• 2008

The study proposes a priority model for program directors in charge of Corporate Social Contribution to make the best decision. This empirical analysis aims to discover the most significant area among various programs of Corporate Social Contribution Activities. The Analytical Hierarchy Process (AHP) is used to test the priority model. The study attempts to demonstrate how the model helps providing better decision choices in corporate practices. The priority preference in Corporate Social Contribution Activities programs among corporate social contribution practitioners, PR professors and NGO activists is examined in order to present preferred programs of corporate social contribution programs, which they value the most as a part of overall social welfare.

• Journal of Family Resource Management and Policy Review
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• v.11 no.2
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• pp.67-83
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• 2007

The purpose of this study was to evaluate the childcare support demonstration services and direct policy. The participants for the study were three childcare (IDOLBOMI), three parents who were provided with IDOLBOMI, two practitioners, and three professors related to IDOLBOMI. The data was collected by interview and a phone survey and analyzed qualitatively. The results and several suggestions were follows: First, IDOLBOMI loved to take care of children, felt proud of the job, and thought the work was worthy. The result can help future IDOLBOMI when they are recruited and trained; Second, IDOLBOMI wanted income security at least, which means that the basic activity fee for the IDOLBOMI should be compensated by government; Third, most of the parents who experienced the service were generally satisfied with that, but they wanted the quality of nutrition, hygiene and the quality of play to be developed for children. Therefore, the management of the center and maintenance of education are needed constantly for the IDOLBOMI system; Fourth, the parents who needed the service thought the cost of IDOLBOMI was expensive. Expenditure support should be sought for the parents; Finally, the group of professionals had difficulty in securing the quality of childcare support services. For the future, it is necessary to increase the educational budget, manpower resources, and PR budget for IDOLBOMI.