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The Status and Role of the Public Relations Department in Korean Governments
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정부기관 PR 부서의 위상과 역할에 대한 연구

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Type
Academic journal
Author
Journal
Korean Academic Society For Public Relations PR연구 홍보학 연구 제23권 제1호 KCI Accredited Journals
Published
2019.1
Pages
26 - 61 (36page)

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The Status and Role of the Public Relations Department in Korean Governments
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Abstract· Keywords

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<Objectives> Given the importance of government public relations, this study aimed to examine the status and role of the public relations (PR) departments in major governmental organizations in South Korea. <Methods> This study included a review of information for 40 governmental ministries and agencies, organizational charts and the role descriptions of officers working in PR departments, which were retrieved from the official websites of those organizations. The title and size of the PR departments and the key roles of officers in the departments were analyzed. In addition, the titles of the PR departments in the current government led by President Moon were compared with those in the past three governments by President Park, Lee, and Noh. <Results> The results showed that the Office of the Spokesperson and subsidiary PR department(s), using the terms ‘public relations (planning)’ and/or ‘digital communication,’ were the most common form of PR in the organizations analyzed. The Bu-level organizations appeared to have more specified PR departments, with a greater size of public officers than the other levels of governmental organizations. The key roles of 633 public officers were related with either media relations (e.g., writing press releases), or associated with the online activities (e.g., managing social media channels), but the roles involving research/analysis, issue management, and evaluation were not often identified. <Conclusions> Broadly speaking, the paradigm of government public relations has moved from the public information model toward the contemporary definition of public relations, with a focus on two-way symmetric communication and relationship building. The organizational environment surrounding PR departments in governmental organizations corresponded to such changes, in terms of the title, size, and roles of officers in the PR departments. Some suggestions were provided based on the findings.
#Government Public Relations #Public Relations Department #Public Relations Roles #Organizational Charts #Public Information

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References (53)

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Broom, G. M. / 2009 / Cutlip & Center’s effective public relations / Pearson Education google schola 차희원 / 2018 / 한국 정부-국민 간 정책소통지수개발 연구: 정책유형별 비교를 중심으로 / 광고학연구 29(3):57~90 dbpia 차희원 / 2018 / 정책지지에 대한 정책PR 효과 검증: 대화형 정책소통 만족도의 매개 역할을 중심으로 / 광고학연구 29(3):91~119 dbpia 차영란 / 2013 / 정부정책의 신뢰도 제고를 위한 SNS활용 PR 전략 / 한국콘텐츠학회 논문지 13(5):103~116 dbpia Cheong Wa Dae / Media briefing google schola

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