관계성이 위기관리 효율성 인식에 미치는 영향: PR 실무자(클라이언트와 대행사)를 중심으로
The Effect of Public Relations Client-Agency: Relationships on Crisis Communication
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배경 및 목적PR 클라이언트 실무자와 PR 대행사 실무자들이 서로의 관계를 어떻게 인식하고 있는지를 알아보고, 이들의관계성 수준이 위기관리와 관련한 업무 갈등과 업무 성과에 어떠한 영향을 미치는지를 알아보는 것이 이번연구의 목적이다. 방법클라이언트 또는 대행사 위치에서 위기 관련 업무를 해본 경험이 있는 PR 실무자들을 대상으로 웹서베이를통해 상호 간의 관계성, 업무 갈등, 그리고 업무 성과에 대한 인식 수준을 측정했다. 자료 분석을 위해 SPSS 프로그램을 활용한 기술 통계, 상관관계 분석, T-test, 그리고 위계적 다중 회귀 분석 등을 실시했다. 결과첫째, 클라이언트와 대행사의 PR 실무자들은 서로의 관계성(만족, 신뢰, 상호 통제)에 대해서 상호 간에 인식의 차이를 보이지 않았다. 둘째, PR 클라이언트 집단에서는 상호 통제 관계가 위기 관련 업무 갈등에 부(－)적으로 영향을 미쳤고, 만족 관계와 상호 통제 관계는 각각 업무 성과에 정(＋)적으로 유의미한 영향을미치는 것으로 나타났다. 셋째, PR 대행사 집단에서는 신뢰 관계가 업무 갈등에 부(－)적으로 유의미한 영향을 미치는 것을 확인했고, 만족 관계는 업무 성과에 정(＋)적으로 유의미한 영향을 주는 것으로 나타났다. 논의 및 결론이번 연구는 기존 관계성 연구들의 내용과 큰 맥락에서 궤를 함께하는 결과를 도출했으며, 이러한 PR 클라이언트와 대행사 실무자들의 관계성 인식 수준이 위기관리 업무에서도 영향을 줄 수 있음을 확인했다.
Abstract
Objectives The purpose of this study is to examine the impact of public relations client-agency relationships on the effectiveness of crisis communication in terms of task conflict and task performance. Methods Korean public relations practitioners working at client or agency organizations were used as the sample in this research. A web-survey was employed for data collection, and SPSS program was conducted for data analysis. Results First, the results revealed no perception discrepancies of the relationship (satisfaction, trust, and control mutuality) levels between public relations client-agency practitioners. Second, public relations client practitioners recognized that the control mutuality had a negatively effect on the task conflict, and trust and control mutuality positively affected the task performance. Third, for public relations agency practitioners, the trust was found to have a significantly negative effect on the task conflict, and the satisfaction was positively associated with the task performance. Conclusions This study provides evidence for public relations client-agency relationship effectiveness on the crisis communication
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