• International Journal of Contents
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• v.17 no.4
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• pp.35-45
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• 2021

In this study, we analyzed the factors that affect public awareness campaigns on social media platforms and developed an integrated model for measuring the persuasiveness of environmental social media campaigns. A survey questionnaire was created and distributed on Facebook with the goal of reaching individuals in their 20s and 40s in Vietnam, and 395 valid replies were gathered. The findings showed that the STOPS was reconfirmed as a suitable theoretical framework for analyzing the public's behaviour intention to conduct information related to the issue of fine dust, especially on social media. Furthermore, it also showed that social media efficacy has a moderating effect on the relationship between public's situational recognition and informational behaviour intention. This suggested that through social media platforms, personal characteristics play a vital part in developing effective environmental campaigns. Implications for both theory and practice were discussed.

• Asian Journal for Public Opinion Research
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• v.8 no.1
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• pp.41-58
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• 2020

This article attempts to explain social media use within the relationship between the public and government of Indonesia in the era of digital government, as well as to consider public opinion on this matter. This research is based on the application of social media logic and the theory of dialogic communication and action. A qualitative descriptive approach was used to observe the general behavior of social media use by 34 ministries in Indonesia, including interviews with the resource persons within the ministries and focus group discussions with members of the public and observers. The research shows that the relationship between the public and government is accommodative and in line with social media logic. The public sector implemented social media as its platform, which has been further adopted by all ministries. The public sector cannot avoid social media, as it has become part of basic connectivity, even though the use of social media by the government still tends to be in the form of presenting public information. There are advantages and disadvantages of the usage of social media by the government. The advantages include allowing the government to be more open via social media so that communication between the government as the ruling organization and its public can be more fluent. Social media provides space to the public sector in the practice of digital government. Some disadvantages arise as logical consequences that usage of social media cannot be separated from the implementation of digital government. The adaptive behavior of social media by the government can be found by following social media logic as part of digital government implementation. Social media logic causes the government to follow the rules of social media. In this context, the strength and power of the country seems to be regulated by social media. Therefore, more studies on how social media is managed in the context of its usage as digital government support is needed.

• 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.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2021.10a
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• pp.164-166
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• 2021

In the ever-changing policy promotion environment, front-line public officials often have difficulties in public relations because they do not know what and how to do it precisely. Everybody says, "Promotion is important, publicity is a problem," however, the policies will inevitably become useless if citizens are not aware of them. Therefore, this study aims to examine Asan City's policy promotion strategy using social media, the core of mobile communication. In particular, mobile social media service is crucial because it is desirable to actively use it to improve its efficiency and strengthen public communication. In understanding and implementing policy promotion, a practical guide for policy promotion that public relations officials can refer to according to the situation is needed, not a formal manual. In addition, looking at how public institutions operate social media will be an opportunity to provide guidelines for using social media as a powerful means of promoting policies in public institutions in the future. We expect that social media will inform information more quickly and respond efficiently in an emergency information protection situation.

• Journal of Contemporary Eastern Asia
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• v.18 no.1
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• pp.49-69
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• 2019

Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.273-281
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• 2012

As appearing on the stage of social media which expands the private relations to the public relations, the Social Intelligence(SI) is made again prominent in our society. The Public Relations(PR) is in particular related to the SI which means the ability to get along well with other people and to encourage others to cooperate with oneself. It points out the necessity of the study with respect to the impact of SI on the choice of educational major and the adaptation of social media in PR, because the SI is one of the important aptitudes which students who major in Communication and PR would need for actual field. But the result of the research indicates that the SI does not influence the choice of educational major of the students who major in Communication and PR. To make those students go into high level of the SI, the students need the specific education which would enhance and reinforce their SI such as the SPACE Program developed by Albrecht and reorganization of curriculum in the education of Communication and PR. Besides, this study shows that the high level people actively use the social media, for example, Smartphone in order to keep their best relationships.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.35 no.3
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• pp.77-104
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• 2024

The purpose of this study is to propose strategies for social media-based promotion of university archives by investigating the current status and limitations of public relations activities and social media management of university archives. To this end, a literature review, social media content analysis, and in-depth interviews were conducted, and promoting the university archives was proposed in two aspects: content and management. The content aspect was divided into topic selection, content writing, and platform. When it comes to topic selection, first, the topic should encourage the participation of students based on their interests. Second, write a post that catches on trend periodically. Third, the proportion of posts on students' daily lives should be increased. fourth, the freshmen should be provided with useful and practical information about the university. fifth, posts on oral interviews with alumni and activities of individual alumni or alumni associations can strengthen identity and solidarity among alumni. For content writing, tap into students by using mascots and characters, and everyday language familiar to students. YouTube and Instagram are suggested to be utilized as they are mainly used as of 2024 by university archives that manage social media. In terms of management, managing the student ambassador program, getting the idea from University Archives & Records Centers and related institutes, and securing manpower and budget with the support and cooperation of the parent organization are proposed.

• Korea Journal of Hospital Management
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• v.15 no.1
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• pp.70-92
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• 2010

Now more than ever, many journalists are using hospitals' homepages for articles about hospitals, their mission, research, and events. Therefore hospitals' homepages have to be planned and constructed for journalists. The purpose of this study is to investigate hospitals' online media relations through analysing homepages. For investigating specifically, this study compares hompages of hospitals in Korea and hospitals in USA. This study uses four categories; basic media relations tools, useful information, interactive communication tools, and ease of use for journalists. The result of this study shows that hospitals' homepages in Korea are needed to improve for building with journalists. The hospitals' hompages have to be constructed by a variety of materials; press room, image and graphic archives, multimedia resources, and interactivity or responsiveness. This study suggests that the hospitals' homepages have the potential to achieve the desired public relations objective but are not commonly being used to their full potential in media relations.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.163-170
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• 2022

The purpose of this study is to examine the research trend on social media influencers in Korea. To this end, a total of 178 papers on social media influencers were analyzed from 2009 to 2021 among the academic papers registered in the Korean Academic Citation Index. As a result, the early social media influencer research, which was limited to only a few fields such as fashion, beauty, and communication, has expanded to various ones as time passed and achieved quantitative growth. The proportion of empirical studies has been on the rise in recent years, and studies that applied qualitative research methodologies have shown a tendency to decrease. The proportion of research focusing on specific media platforms and influencer types gets lower, although both the characteristics of social media platforms and the attitudes of each influencer are very diverse. This study has academic significance in that it is the first empirical study to investigate the current status of the social media influencer research in Korea.

• 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.