효과적인 국가 해외 홍보 방안에 관한 연구 :해외 홍보 주재관들 의견 분석을 중심으로

Abstract

This study has been conducted to find more effective ways for oversea PR of Korean government, after analyzing the situation and problems of current PR system. An empirical survey has been used with the respondents of government PR officials dispatched in important foreign countries. The major questions were about priority of PR objectives, effective package PR program, perceived image of Korea by foreign people, the education need for oversea PR officials, etc. The result of survey revealed that most PR officials seriously recognize the importance of oversea PR to level up the image of Korea, but on the contrary think the efforts are far behind of required level. They feel the most critical weakness lies in imperfect coordination and incorporation among the government agencies and organizations for oversea PR. In particular, the need for coordination, preferably merge as one unit between concerned oversea PR organizations and chaters pertained now independently to the Government Information Agency and the Ministry of Culture & Tourism were stressed. Job area control and functional coordination between the two agencies are imminent. In addition, evaluation of PR performance, regular education system, data base for PR were mentioned important. The theoretical foundation of this study were from IMC (Integrated Marketing Communication), national brand management, public relationship, and CRM (Custom Relations Management).