초록 열기/닫기 버튼
이 연구는 한국PR의 바람직한 모델과 발전방향을 검토하기 위한 전제적 연구로서, 일반적인 PR이론과 한국문화 상황을 토대로 한국PR의 특성을 탐색하려는 것이다. 이 연구는 2000년 10월부터 2000년 11월 한국 PR실무자 34명과의 심층인터뷰를 시행한 것이다. 연구결과 한국형 PR은 크게 두 가지 조류의 충돌과 대립으로 요약될 수 있다. 하나의 조류는 문화적인 전통에서 비롯되는 인맥활용 및 간접 커뮤니케이션의 우세 등 비전문적인 PR활동이며, 또 다른 조류는 최근 사회경제적 환경변화와 세계화에 따른 수용자 중심PR이나 경영컨설팅형 PR과 같은 전문적인 PR활동이다. 이러한 두 가지 조류의 충돌과 대립은 부정적 시각으로 인식되기에 앞서 한국형 PR 활동을 정립하기 위한 동력으로 해석될 수 있다. 한국형 PR의 유형으로 분류된 것은 권력형PR, 비공개형PR, 내부조화형PR, 겉치레형PR, 불투명PR, 성역할분리형PR 등의 문화 기반 PR활동과 과학적 전문형PR, 틈새시장형PR, 경영컨설팅형PR, 사회책임형PR, 커뮤니케이션통합형PR, 시민단체형PR, 기자와의 파트너형PR, 국가이미지강화 행정PR 등의 변화형 PR형태이다. 이러한 문화와 변화의 충돌은 한국형 PR을 형성하는 두 축으로서 변증법적인 작용을 계속할 것이다.
The purpose of this study is to examine public relations models practiced in South Korea and to explore the impact of cultural and communication characteristics on public relations activities. This study also supplies descriptive insights into how changing social, political, and economic conditions are affecting the public relations function. The final purpose is to explore the "Korean-style" public relations. Qualitative interviews with 34 practitioners in the client and agency side were conducted from October 2000 to November 2000. Research results indicate that most Korean public relations practitioners perform publicity duties that are one-way asymmetrical activities, however they aspire to practice two-way symmetrical models increasingly as the Korean society becomes open and democratic. Current trends suggest that Korean companies increasingly understand the value of public relations in the pluralistic and integrated society. Social democratization brings with it, the development of public relations. The traditional public relations, which heavily focuses on media relations and personal connections with journalists, is not effective in the ever-changing democratic South Korean society. The changing economic, political and legal system provides organizations with more opportunities than limitations. The traditional communication characteristics of the East have been mingled with individualistic perspectives of the West for more than a half century. Changes in the public relations industry in South Korea reflect this interaction. Although there is still a shortage of experienced public relations professionals and public relations agencies rely heavily on foreign clients, optimism for the public relations industry has been growing among practitioners in South Korea. The demand for public relations services by South Korean companies is increasing with concomitant increase in their understanding of the benefits of public relations. In conclusion, the dialectic interaction between culture-based traditional public relations and changing forces resulting from social and economic democracy lead the next generation of public relations in South Korea. The prospect is more optimistic than pessimistic.
키워드열기/닫기 버튼
Public Relations in Korea, Confucianism, Intercultural Public Relations
