PR의 사회적 역할에 대한 탐색적 연구: PR실무자, PR교육자, 일반인의 인식을 중심으로
A Exploratory Study on Perspective of Practitioners, Instructors, and General Public on Social Role of Public Relations
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초록
PR은 사회 곳곳에서 쓰이지 않는 경우가 없을 정도로 광범위하게 사용되고 있지만, 매우 다양한 개념으로 쓰이고 있어 개념 정의조차 쉽지 않은 것이 현실이다. 그 결과, PR의 양적인 발전에도 불구하고 PR은 기능주의적으로 이해되고 있으며, 사회적인 존재의미를 찾는 것이 힘들어지고 있다. 이에 본 연구는 PR실무자, PR교육자, 일반인이 PR의 사회적 역할을 어떻게 인식하고 있고, 각 집단 간에는 어떠한 차이가 있는 밝힘으로써 사회적 차원에서 PR의 가치와 역할에 대해 논해 보고자 하였다. 본 연구에서는 PR의 개념, 균형-불균형 세계관, PR 패러다임 접근을 통해 PR의 사회적 역할에 대해 이론적으로 고찰한 후, PR실무자, PR교육자, 일반인을 대상으로 현재 PR의 사회적 역할과 당위적으로 생각하는 PR의 사회적 역할이 어떻게 인식되고 있는지 설문을 실시하였다. 연구 결과, 정도의 차이는 있지만 PR실무자, PR교육자, 일반인은 모두 현재 PR이 조직과 고객의 이익, 매출 등의 결과에 기여함으로써 상업적 이익을 극대화하고, 경제적으로 영향력을 행사하는 사람들을 정당화하기 위해서 쓰인다는데 동의하고 있었다. 그러나 당위적인 PR의 모습은 공익에 기여하고 조직과 공중 사이의 상호 이해를 도모하고, 사회 내 쟁점에 대한 토론활성화에 기여하며 조직과 사회의 변화에 공헌하는 방향으로 전환되어야 한다고 인식하고 있었다.
Abstract
The word of public relations has been widely used in many parts of society, and in fact the concept is too broad and ambiguous to make its definition. Despite growth of public relations industry, it has been perceived by its function and becomes harder to seek its social meaning of existence. Therefore, this study is to discuss public relations's ultimate value by revealing perspective on various social roles of public relations practitioners, public relations instructors, and the general public and difference in such understanding among them. This study theoretically examines what role public relations can play socially through its paradigm approach and from its symmetry-asymmetry worldview. Positively to understand its current and ideal social roles, the study classifies its target groups into public relations practitioners, public relations instructors, and the general public, and draws up a questionnaire based on classification of its social role suggested by James E. Grunig and Jon White. Public relations practitioners, public relations instructors, and general public are with one voice to some extent that present public relations has been used to maximize commercial profit by influencing sales and returns to corporate and customers and in justification for those who wield influence over government and economy. However, they also agree that ideal public relations should be made a change in a way that it promotes public good, mutual understanding of both organization and the public, lively discussion on various social issues, and desirable change to organization and society.
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