한국 기업 PR 책임자의 권한: PR 책임자의 권한과 기업 특성 간의 관계 중심
PR Manager’s Authority in Korean Companies: Focusing on relationship between PR manager’s authority and companies’ characteristics
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초록
기업 PR 책임자가 자신의 역할을 수행하기 위해 부여받는 권한은 어떻게 구성될 수 있는가? 한국 기업의 PR 책임자는 이 권한을 어느 정도 가지고 있는가? 기업의 특성에 따라서 이 권한에는 어떤 차이가 있는가? 이러한 문제에 답하기 위하여 이 연구는 기업의 지배 구조에 대한 논의를 이론적 배경으로 삼아 77명의 기업 PR 책임자를 대상으로 조직운영, PR 현장의 개별 사안에 대한 의사 결정, 대 CEO 역학 관계, 그리고 IMC 상황하에서의 역할 등을 기준으로 분석하였다. 그 결과 기업 PR 책임자의 권한은 5점 척도(1점: 매우 낮음, 5: 매우 높음)로 했을 때 3.96으로 나타났으며, 기업의 상장 형태와 매출액에 따라 PR 책임자의 권한에 상당한 차이가 있는 것으로 밝혀졌다. 기업 PR 책임자의 권한은 한 기업의 PR 기능을 평가하는 척도일 뿐만 아니라 기업 경영 활동 전반과 밀접하게 관련되어 있다고 볼 수 있다.
Abstract
This study aims to analyze the differences between corporate public relations (PR) authorities that depend on both the internal or external characteristics of a company. The authorities of the head of PR were measured according to five elements: the operation of PR organization, the decisionmaking of individual cases, the relation with the CEO, the recognition of the necessity of the integration of PR functions under the Integrated Marketing Communication, and PR manager’s role under the IMC. This study was executed as a survey and questionnaires were distributed in May 2003 to the heads of PR of 77 Korean companies that are members of the Korean Chamber of Commerce & Industry. The results of this study suggest that the average of the authorities of the heads of PR of Korean companies is 3.96 points out of 5 points(1: very low, 5: very high). The results were greatly impacted by whether a company is listed the Korea Stock Exchange and the net value of the company. A company that has a separate PR department and a PR policy has a head of PR with stronger authorities. In conclusion, a strong PR function is essential for prosperous corporate management activities.
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