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A Research on Public Relations for National Image Improvement
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국가이미지 홍보방안의 현황과 제언

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Type
Academic journal
Author
Lee Cheol-Han (동국대학교) Kim Byung-Chul (동국대학교)
Journal
The Research Institute of Social Science THE JOURNAL OF SOCIAL SCIENCE Vol.15 No.2 KCI Accredited Journals
Published
2009.2
Pages
151 - 176 (26page)

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A Research on Public Relations for National Image Improvement
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Abstract· Keywords

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A country's image is formed several key components such as product, people, social system, environments, history, democracy, and wealth. Therefore, the efforts for lifting one country's image should consider each component. Korean Public Relations Bureau has made efforts to lifting the national image for forefingers by Dynamic Korea campaigns mostly. This campaign is closely related to brand marketing tactics such as positioning and branding. The expected outcome will increase the value of Korea and its product or service. There are four main efforts were made to develop the Korea's image such as correcting wrong information about Korea, proactive response to international news agencies, positioning Korea as Dynamic Korea, and events public relations for Korea. The PR efforts were mostly successful; however, the government should not diminish Korea as a brand without much consideration. The National Brand Committee is needed for lifting Korea's image. In order to develop national image and gain favors from foreigners, the government should make efforts in campaign process, people, monetary supports, inter-government agency alliance, and constant branding efforts based on experts' guidance. Further study should focus on feedback from foreigners including opinion leaders for testing the current Korean government PR efforts. The survey methods will be recommended for both past evaluation and future planning. In addition, it is also necessary to divide image and brand strategies. Image is not the synonym for brand; it is advised to making image-lifting efforts for Korea as a country and brand-lifting efforts for Korea for economic profits.
#국가 이미지 #국가 브랜드 #홍보 #국가 브랜드 위원회 #다이나믹 코리아 #National Image #National Brand #Public Relations #National Brand Committee #Dynamic Korea

Contents

[요약]
Ⅰ. 서론
Ⅱ. 국가이미지 제고
Ⅲ. 우리나라의 국가이미지 홍보방안
Ⅳ. 국가 브랜드 관리
Ⅴ. 해외홍보사례
Ⅵ. 제언
〈참고문헌〉
Abstract

References (16)

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1. [보고서] - 국정홍보처 / 2005 / 05년 주요정책과제 자체평가 결과보고서 google schola 2. [단행본] - 국정홍보처 / 2006 / 06년 주요정책과제 자체평가결과 / 국정홍보처 google schola 3. [단행본] - 국정홍보처 / 2007 / 참여정부 5년 정책홍보백서 / 국정홍보처 google schola 4. [단행본] - 국정홍보처 / 2006 / 선제적 외신홍보 및 대응강화 / 국정홍보처 google schola 5. [단행본] - 국정홍보처 / 2006 / 현장중심 해외홍보 강화 / 국정홍보처 google schola

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