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적극적 공중에 대한 이해와 공중 세분화 방법에 대한연구: 문제 해결 상황 이론(Situational Theory of Problem Solving)을 적용한 공중 세분화 방법론 제안

Understanding Active Publics and Their Communicative Actions Through Public Segmentation: Applying Situational Theory of Problem Solving to Public Segmentation in an Organizational Crisis Situation

김정남|천명기
한국PR학회 (Korean Academic Society For Public Relations)|2016.08|PR연구 (Journal of Public Relations)|제20권 제3호|pp. 113-138|DOI 10.15814/jpr.2016.20.3.113

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참고문헌

키워드

위기관리문제 해결 상황 이론적극적 공중공중 세분화 방법론Active PublicsPublic SegmentationSituational Theory of Problem Solving (STOPS)Summation Method I and II.
주제분류신문방송학

초록

조직이 다양한 문제 상황에 직면했을 때, 가장 선행되는 PR 전략의 첫 번째 단계는 조직과 관련된 핵심 공중을 파악하는 것이다. 본 연구는 문제 해결 상황 이론을 사용하여 쉽게 실무에 적용할 수 있는 방법(공중 세분화 방법론 I)과 함께 적극적 공중을 이해하는 데 도움을 줄 수 있는 새로운 공중 세분화 방법론(공중 세분화방법론 II)을 소개한다. 구체적으로, 세월호 침몰이라는 국가적 재난 상황을 배경으로 정부 위기관리 상황에서 두 가지 공중 세분화 방법의 이론적 타당성과 실무 활용 가능성을 고민하였다. 본 연구의 결과는 공중 세분화 연구의 이론적 발전에 기여할 뿐 아니라, 공중을 이해하고 이슈를 관리해야 하는 홍보 실무자에게 실질적인 도움을 줄 수 있을 것으로 기대한다.

Abstract

Understanding key publics in an organizational crisis is a critical public relations step to solve a given problem. If public relations professionals know how to communicate with different publics during a crisis － through public segmentation － their work will be more effective and impactful. The purpose of this study is to suggest two methods of public segmentation; method I and II, which are both based on the situational theory of problem solving (STOPS). The summation method I is used to identify four types of publics. The summation method II is used to segment eight types of active publics and aware publics after summation I. Using an online survey with questions about the 2014 Sewol ferry disaster in South Korea, this study examines how the summation methods I and II can identify key publics within the framework of a real organizational crisis. The study discusses theoretical and practical implications, contributing to contribute to a better understanding of public segmentation in times of crisis.

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