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조직의 윤리적 조건과 PR 실무자의 윤리적 행동 및 효과성 간의 관계에 대한 연구 직무만족, 직무열의, 전문가 정체성 인식에 대한 영향을 중심으로

A Study on the Relationship Between the Organizational Ethical Conditions, Ethical Behaviors and the Effectiveness of PR Practitioners Focused on Job Satisfaction, Job Engagement, and Professional Identity Perception of PR Practitioners

유선욱
한국PR학회 (Korean Academic Society For Public Relations)|2013.02|PR연구 (Journal of Public Relations)|제17권 제1호|pp. 97-142|DOI 10.15814/jpr.2013.17.1.97

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참고문헌

키워드

직무만족job satisfaction직무열의윤리적 행동professional identityethical behavior윤리적 환경code of ethicsjob engagementPR실무자PR practitionerPR윤리PR전문가윤리적 조건윤리코드윤리 선언문전문가 정체성PR professionalPR ethicsethical practiceorganizational ethical conditions
주제분류신문방송학

초록

본 연구는 조직의 윤리적 조건과 윤리적 행동, PR 실무자의 효과성에 주목하고 이들 간의 관계를 살펴보았다. PR 실무자의 개인 특성 및 PR 실무자가 속한조직의 특성, 조직의 윤리적 조건이 윤리적 행동에 미치는 영향과 PR 실무자의효과성 변수인 직무만족, 직무열의, 전문가 정체성 인식에 대한 영향을 위계적회귀분석을 통해 실증적으로 규명하였다. PR 실무자의 윤리적 행동에 대해서는개인 및 조직 특성 변인군으로 인구사회학적 변인·경력 특성·조직 특성을,윤리시스템 변인군으로 윤리 코드·윤리 교육·윤리 책임자 존재 및 개방적 커뮤니케이션을, 마지막으로 최고경영진의 지지를 단계적으로 투입하였다. PR 실무자의 효과성 변인인 직무만족, 직무열의, 전문가 정체성 인식에 대해서는 윤리적 행동을 추가적으로 투입하여 검증하였다. 연구결과, PR 실무자의 윤리적행동에는 윤리시스템과 최고경영진의 지지가 유의미한 영향력을 미쳤다. 직무만족에 대해서는 경력특성, 윤리시스템 변인군과 윤리적 행동이 유의미한 영향력을 갖는 것으로 발견되었고, 직무열의에 대해서는 조직특성을 제외한 모든변인군의 영향력이 유의미한 가운데, 윤리시스템과 PR 실무자의 윤리적 행동의영향력이 크게 나타났다. PR실무자의 정체성 인식에 대해서는 조직 특성과 최고경영진의 지지를 제외한 변인군의 영향력이 유의미했다. PR 실무자의 효과성변수에 대한 위계 모델의 설명력은 직무열의에 대한 모델이 가장 크게 나타났고, 그 다음 설명력이 큰 것은 직무만족에 대한 모델이었다. 본 연구는 PR 실무자의 윤리적 행동을 촉진시키는 요인들을 살펴보면서 윤리와 관련하여 조직에서 갖추어야 할 구체적인 조건들에 대해 주목하고 이의 영향력에 살펴보았다는점에서 의미가 있다. 또한 PR 실무자의 효과성을 높이는 데 윤리적 요소들이반드시 고려되어야 함을 입증하였고, 그동안의 직무만족 중심의 논의에서 나아가 직무열의와 전문가 정체성 인식 등 새로운 변수에 대해 고찰하여 PR 실무자의 효과성에 대한 논의를 확대시켰다는 점에서 연구의 의의를 찾을 수 있다.

Abstract

This study focuses on the organizational ethical conditions, ethical behavior, and the effectiveness of PR practitioners and examines the relationship between them. Specifically, the study empirically examines that how the organizational ethical conditions and the characteristics of individual PR practitioners or their organization affect ethical behaviors and job satisfactions, job engagement, and professional identity perception which are the effectiveness variables of PR professionals. As a result, ethical system and the support of top management had a significant effect on the ethical behaviors of PR practitioners. Work experience among individual attributes, the variable block of ethical system, and ethical behaviors had a significant influence on job satisfaction. Futhermore, all the variable blocks had a significant effect on job engagement except the organizational characteristics and ethical system variables and ethical behaviors of PR practitioners are found as most influential predictors. Regarding the perception of PR professional identity, the effects of all the variable blocks were found to be significant except the organizational characteristics and the top management support. The regression model with the most explanatory power of predictors on effectiveness of PR practitioners was the one on job engagement and the second one was the job satisfaction model. This study has a significance because by looking into the factors that enhance ethical behaviors of PR practitioners, it not only focuses on the specific conditions related to ethics that organizations need to meet but also examines the influence of those conditions. Also, this study identified that ethical factors need to be considered in order to improve the effectiveness of PR practitioners. Furthermore, while preceding researches had only focused on the job satisfaction variable, this study is meaningful as it extended the discussion about the effectiveness variable of PR practitioners by examining new variables such as job engagement or professional identity perception.

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