Public Relations Case Studies in Korea (1. 판)

원우현

원우현(Won,WooHyun)
고려대학교명예교수다.한국피알협회회장과한국언론법학회창설회장을역임했다.한국피알협회대상수상자로서≪한국매스미디어기상도(MassMediaClimateinKorea)≫,≪PR전략(PublicRelationsStrategy)≫,≪설득커뮤니케이션의기획론(DesignsforPersuasiveCommunication)≫,≪여론과선전(PublicOpinion&Propaganda)≫등의저서와다수의논문이있다.

PrefacetotheRevisedEdition
Preface

Chapter1IntroductionofPublicRelations
1.DefinitionofPublicRelations
1)WhatisRelationship
2)WhatisPublic
2.PublicRelationsManagement
3.PurposeofPublicRelations
4.CommunicationandPublicOpinion
1)IndividualOrientation
2)Co-orientationConsensus
3)Tip:TheConceptofMass
5.PublicRelationsProcess
6.CaseStudiesMethods
In-depthStudy1AComparativeAnalysisofthePerceptionofPublicRelationsinChineseandSouthKoreanNewspapers

Chapter2ProactivePublicRelations
1.DefinitionofProactivePublicRelations
2.PurposeofProactivePR
3.RoleofProactivePR
4.WhatProactivePRPractitionersDo
1)SeekFeedbackandEncourageDialog
2)SWOTAnalysis
3)ScanningEnvironment
Case1SBRProject:TheFirstDriverlessTransitSysteminKorea
Case2TheresponsetomassivewildfiresinGoseong,GangwonProvince

Chapter3EmployeeRelations
1.DefinitionofEmploymentRelations
2.PurposeofEmploymentRelations
3.RolesofPublicRelations
4.KeysforEffectiveEmployeeRelations
1)Trust
2)OrganizationalStructure
3)InternalCommunication
4)Leadership
Case3YuhanKimberly:CommunicationwithInternalPublic;SaleForce
Case4TheBaedalMinjokCrisis:LosingSightofOriginalIntentions

Chapter4CommunityRelations
1.DefinitionofCommunityRelations
2.PurposeofCommunityRelations
3.TheRolesofPublicRelationsinCommunityRelations
4.CommunityProgram
5.BuildingCommunityPrograms
In-depthStudy2HowDoestheCorporateSectorPerceiveNon-profitOrganizations?EvidencefromSouthKorea
Case5ZAYTUNUnit:IraqPeaceandReconstructionDivision
Case6ING:BuildingBrandAwareness&CreatingNewAwarenessandNewIdentitytoPublics

Chapter5ConsumerRelations
1.DefinitionofConsumerRelations
2.PurposeofConsumerRelations
3.RolesofPRinConsumerRelations
4.BuildingGoodConsumerRelations
1)ConsumerRelationsPrograms
2)DealingwithConsumer’sComplaint
In-depthStudy3EffectsofCelebrity-OrganizationCongruenceonAudienceAttitudes,Preferences,andCredibilityRatingsforGoodwillAmbassadors
Case7MISSHA:DelivertheValuetoCustomers
Case8TireBank:SacrificingCustomerTrust
Case9NamyangDairyProducts:SufferingtheConsequencesofaLossofCustomerTrust

Chapter6MediaRelations
1.DefinitionofMediaRelations
2.PurposeofMediaRelations
3.RolesofPRinMediaRelations
4.GuidelinesforGoodMediaRelations
5.GuidelinesforWorkingwiththePress
6.WorkingwithInternationalMedia
In-depthStudy4TheSamsung-ApplePatentWar:SocioculturalComparative
StudyofNewsFramesinaBusinessConflictIssue
Case10MORGANSTANLEY:FromUnknownForeignSpeculatortoCommonInvestmentBank
Case11MediaReportingontheClashbetweenReligiousLeadersandthePresidentoverCOVID-19Prevention

Chapter7CorporateSocialResponsibility(CSR)
1.DefinitionofCSR
2.PurposeofCSR
3.TheBenefitsofCSR
1)PotentialBenefitsonBusiness
2)PotentialBenefitsonCommunication
4.SimilaritiesbetweenPublicRelationsandCSRProcess
5.HowtoRaisePROutcomebyCSR
In-depthStudy5EffectsofCorporateSocialResponsibilityonConsumerCredibilityPerceptionandAttitudetowardLuxuryBrands
Case12TheBODYSHOP
Case13Yuhan-Kimberly:TheHuggiesWetWipeFormaldehydeIssueandCSR

*이책의본문은영어로작성되었습니다.

이재용의사과문,코로나19한국언론보도
코로나19이후한국형PR전략,사례로배운다

≪한국에서의PR사례(PublicRelationsCaseStudiesinKorea)≫는한국의PR현상을영어로설명한책이다.한국의경제규모가세계10위권으로높아졌고한국의PR학계와업계또한단기간내에괄목할한성장을거두었음에도불구하고국제사회의기대에부응하는외국어로된한국PR서적은극히미미한실정이다.이책은이러한아쉬움을달래주기에부족함이없을것이다.

이책의대표적인특징을간추려보면,첫째로‘사례연구(CaseStudy)’중심의책이라고할수있다.국내외를가리지않고PR에관한저술은이론중심의학술서가주종을이루고있다.PR학의발전을위해서는개념과이론에대한논의와연구가필수적이지만당장실무차원에서지식과교훈을얻고자하는이들에게는유용성에대한공감을이끌어내기어려운부분이있었다.이책은이러한점을고려해단순한PR이론서를지양하고자했다.우리주변에서벌어지고있는다양한실제사례들을도마위에올려놓고PR차원에서의문제점분석과대안제시를특징으로하고있다.그것도따끈따끈한최신사례중심이다.제시된사례들은커뮤니케이션관리에성공한사례뿐만아니라실패한사례도담아균형있게타산지석의시사점을얻고자하였다.취급분야역시사기업뿐만아니라공공분야,개인등다양한분야를망라하였다.

둘째,이론적심층성을겸비했다.이책은사례연구를중심으로다뤘지만,단순한실용서에그치지않는다.PR분야에초보적인독자뿐만아니라전문연구가에게도유용하다.흔히실용서는이론적논의가취약한경향이있다.PR일반론에대한상당한지식을갖고있고보다심화된지식습득을희망하는독자까지고려해이책에서는주요개념과이론에대한핵심중심의설명에더해‘심화학습(In-depthStudy)’코너를별도로마련했다.한국PR현상에관심이지대한연구자와학습자들에게유용한정보와지식을제공할수있을것으로기대된다.

이책은1차적으로한국사회에서의커뮤니케이션에관심을갖고있는외국인독자들에게유용할것이다.국제사회에서한국의비중이높아지면서한국에진출하거나한국사회를대상으로비즈니스를하는해외기업들이많다.이들이성공적으로기업활동을하기위해서는효과적인커뮤니케이션관리는필수적이다.이제는양질의제품을저렴하게파는것으로시장에서승부를거는시대는지났다.한국의시장에서성공하려면한국사회와한국인의정서를올바로이해하면서효율적으로커뮤니케이션을하는것이필수적이다.이책의내용이적지않은시사점을제공해줄수있을것이다.한국의대학교에서커뮤니케이션을배우는외국인학도들에게도이책이길잡이가될수있음은물론이다.한국인학도들중에외국어로한국커뮤니케이션현상을배우는경우도점차증가하고있는데그동안적절한교재를찾기어려웠다.이들에게도큰도움이될수있을것이다.

동시에현대적의미의커뮤니케이션이론이미국등서구중심으로발달해오면서한국등사회문화적특성과정서가상이한동양사례에대한분석과논의는상대적으로제한되어온것이현실이다.이책은국제커뮤니케이션학계의이론적,실무적논의의지평을확장하는데도일조할것으로기대된다.