earticle

영어

This study analysed effects of media and SNS in policy PR activities of local governments by the survey of 126 public information officials in 31 counties of Gyeonggi-do. It attempted to find ways to increase effectiveness of policy PR activities. Public information officials recognized that SNS is better than traditional media news in terms of credibility, information transmission and influence. In actual promotional activities, SNS was used more than media news. It confirmed that the focus of major policy PR activities of local governments has moved from traditional media to SNS. Only credibility among three factors affected policy PR activities of media and SNS. And traditional media PR activities were more influenced by credibility than SNS PR activities. Furthermore, traditional media PR activities were more helpful in implementing the policy than SNS PR activities. This shows public information officials evaluate effectiveness of traditional media news much higher than SNS when it comes to promoting new policies. It implies that in order for local governments to promote their policies more effectively, they had better expand traditional media PR activities more than now, and traditional media should focus on enhancing its credibility.