디지털 시대의 PR 용어 300

김병희

저자:김병희
서울대학교를졸업하고한양대학교광고홍보학과에서광고학박사를받았다.현재서원대학교광고홍보학과교수로재직중이다.한국광고학회제24대회장,한국PR학회제15대회장,정부광고자문위원회초대위원장,서울브랜드위원회제4대위원장으로봉사했다.그동안『스티커메시지:스킵되지않고착착달라붙는말과글을만드는법』(한국경제신문,2022),『광고가예술을만났을때아트버타이징』(학지사,2021),『어떻게팔지답답한마음에슬쩍들춰본전설의광고들』(이와우,2018)을비롯한60여권의저서를출간했다.또한,「광고건전성의구성요인과광고효과의검증」(2022),「AnalysisoftheInterrelationshipsamongUsesMotivationofSocialMedia,SocialPresence,andConsumerAttitudesinStrategicCommunications」(2019)를비롯한110여편의논문을국내외주요학술지에발표했다.한국갤럽학술상대상(2011),제1회제일기획학술상저술부문대상(2012),교육부·한국연구재단의우수연구자50인(2017)등을수상했고,정부의정책소통에기여한공로를인정받아대통령표창(2019)을받았다.

발간사
머리말

제1장PR의기본개념
001개방성Openness
002개방체계OpenSystem
003경계확장자BoundarySpanner
004경영기능ManagementFunction
005공공담론PublicDiscourse
006공공정책PublicPolicy
007공보PublicAnnouncement
008공중Public
009공중상황이론SituationalTheoryofPublics
010공중세분화PublicSegmentation
011관여도(PR)Involvement(PR)
012교화된자기이익EnlightenedSelfInterest
013권력형로비PowerLobby
014귀인Attribution
015귀인이론AttributionTheory
016귀인편향AttributionBias
017기능연계형로비FunctionalNetworkingLobby
018기본적귀인오류FundamentalAttributionError
019기술형로비TechnocraticLobby
020기업개성CorporatePersonality
021기업시민CorporateCitizen
022기업평판CorporateReputation
023기업의사회적정당성CorporateSocialLegitimacy
024다양성형평성포용성DiversityEquityInclusion(DEI)
025대중Mass
026레이스모형RACEModel
027문제인식ProblemRecognition
028문제해결상황이론SituationalTheoryofProblemSolving
029비공중Non-Public
030비판이론CriticalTheory
031사내위기커뮤니케이션InternalCrisisCommunication
032사내커뮤니케이션InternalCommunication
033사원-조직관계성Employee-OrganizationRelationship
034상호지향성모형Co-orientationModel
035상호호혜적관계MutuallyBeneficialRelationship
036상황적위기커뮤니케이션이론SituationalCrisisCommunicationTheory
037선전Propaganda
038선택된이웃NeighborofChoice
039수사이론RhetoricalTheory
040수용자Audience
041신뢰Trust
042쌍방향균형Two-WaySymmetry
043쌍방향불균형Two-WayAsymmetry
044아이비리의원칙선언IvyLee'sDeclarationofPrinciples
045언론대행PressAgentry
046여론Opinion
047영향력공중InfluentialPublic,Influencer
048오너리스크OwnerRisk
049옹호Advocacy
050우수이론ExcellenceTheory
051위기선점StealingThunder
052위험인식RiskPerception
053유사위기Para-Crisis
054의사결정진DominantCoalition
055이미지회복전략ImageRestorationStrategy
056이해관계자Stakeholder
057인게이지먼트Engagement
058임파워먼트Empowerment
059쟁점Issue
060쟁점관리IssueManagement
061쟁점배치IssuePlacement(IPL)
062쟁점생명주기IssueLifeCycle
063쟁점소유권IssueOwnership
064쟁점옹호자IssueAdvocates
065전략커뮤니케이션StrategicCommunication
066점화효과PrimingEffect
067정보공백InformationBlank
068정보원Source
069정보원신뢰도SourceCredibility
070정보처리행동InformationProcessingBehavior
071정보추구행동Information-seekingBehavior
072정황적수용이론ContingencyTheory
073제3자인증효과3rdPartyEndorsement
074제약인식ConstraintRecognition
075조직-공중관계성Organization-PublicRelationships
076조직이미지OrganizationalImage
077조직정체성OrganizationIdentity
078조직PROrganizationalPublicRelations
079주관적규범SubjectiveNorm
080체계이론SystemTheory
081커뮤니케이션Communication
082커뮤니케이션중재자CommunicationIntermediary
083퍼블리시스트Publicist
084퍼블리시티Publicity
085편재성Ubiquitousness
086폐쇄체계ClosedSystem
087프론트그룹FrontGroup
088PR기획자PRAccountManager
089PR4모형4ModelsofPR
090PR역할이론PRRolesTheory
091PR의정의DefinitionofPublicRelations
092PR주PRClient
093PR회사PRFirm
094혼합동기모형Mixed-motiveModel
095홍보Hongbo
096효과성Effectiveness
097효율성Efficiency

제2장공중별PR분야
098공동체관계CommunityRelations
099디지털PRDigitalPublicRelations
100소비자관계ConsumerRelations
101시민단체관계ActivistRelations
102언론관계MediaRelations
103임직원관계EmployeeRelations
104재정관계FinancialPublicRelations(FPR)
105정부관계GovernmentRelations
106투자자Investor
107투자자관계InvestorRelations

제3장목적별PR분야
108갈등관리ConflictManagement
109개인·대표정체성PersonalandPresidentIdentity(PI)
110공공문제관리PublicAffairs
111공공외교PublicDiplomacy
112공공캠페인PublicCampaign
113공유가치창출CreatingSharedValue(CSV)
114글로벌라이제이션Globerization
115글로벌PRGlobalPublicRelations
116기업의사회적주창CorporateSocialAdvocacy(CSA)
117기업의사회적책임CorporateSocialResponsibility(CSR)
118마케팅PRMarketingPublicRelations
119메디컬라이제이션Medicalization
120문화예술PRCultureandArtsPR
121문화중재자CulturalMediator
122위기관리CrisisManagement
123정책PRGovernmentPolicyPR
124정치캠페인PoliticalCampaign
125핵심성과지표KeyPerformanceIndicator(KPI)
126헬스커뮤니케이션HealthCommunication
127현지화PR전략LocalizationPRStrategy
128환경사회지배구조ESG

제4장PR실행과적용
129가상현실VirtualReality(VR)
130가짜뉴스FakeNews
131가판EarlyEdition
132간트차트GanttChart
133감수Editing
134갑질Gapjil
135개봉Unboxing
136검색엔진최적화PRSearchEngineOptimizationPR
137게이트키핑GateKeeping
138공신력PublicConfidence
139공익연계마케팅Cause-RelatedMarketing(CRM)
140공중건강캠페인PublicHealthCampaign
141공청회PublicHearing
142과업Mission
143관찰Monitoring
144그린워싱Greenwashing
145기고기사BylinedArticle
146기사프레임NewsFrame
147기사헤드라인NewsHeadline
148기자간담회PressMeeting
149기자회견PressConference
150기획기사SpecialReport
151논평Commentary
152뉴스가치NewsValue
153뉴스의역삼각형구조TheInvertedTriangleStructureoftheNews
154뉴스클리퍼NewsClipper
155뉴스클리핑NewsClipping
156뉴스프리즘PrismoftheNews
157다크사이트DarkSite
158단기계약경제GigEconomy
159단기계약노동자GigWorker
160대관업무GovernmentAffairs
161대변인Spokesperson
162대표자전기CEOBiography
163댓글Reply
164데이터저널리즘DataJournalism
165떼거리취재관행PackJournalism
166레거시미디어LegacyMedia
167레터헤드LetterHead
168로드맵Roadmap
169로드쇼Roadshow
170로비활동Lobbing
171리드Lead
172리테이너Retainer
173마스터플랜MasterPlan
174마이크로사이트MicroSite
175메세나Mecenat
176모션그래픽MotionGraphic
177무차별적정보배포자Polispamer
178미디어응대MediaEngagement