국정소통 담당 공무원의 정부PR 역량평가 및 전문성교육 필요성 인식 비교
The Perception Gap of PR Officers between Their Capacity Evaluation and Necessity for Education On the Five Major Areas of PR
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초록
디지털미디어를 중심으로 급변하는 국정소통 환경에서 지속적인 정부PR의 전문성 관리와 교육은 중요하다. 본 연구는 정부PR 교육체계의 발전방안을 모색한다는 차원에서 5가지 PR분야(분석기획, 언론홍보, 뉴미디어, 평가조사, 쟁점위기관리)에 대한 국정소통 담당 공무원들의 PR분야별 역량평가와 PR전문성 강화 교육이 필요한 분야에 대한 인식을 체계적으로 비교분석하는 데 목적을 두고 있다. 이를 위해 국정소통 담당 실무자 52명을 대상으로 수집된 자료를 분석한 결과, 실무자들은 표면적으로 PR업무 중 분석기획, 쟁점위기관리, 뉴미디어운영 순으로 PR전문성 강화 교육이 필요하다고 인식하였으나, 실제 정부PR 실무 부서의 PR역량수준을 고려했을 때 가장 필요한 PR전문성 교육영역은 뉴미디어운영, 분석기획, 평가조사 순으로 나타났다. 한편, 뉴미디어운영에 대한 PR전문성 강화교육의 필요성에 대해서 정부PR 관리자(－)와 홍보실무자(+)가 서로 상반된 인식차이를 보이며 언론홍보 분야에 대한 전문성 강화 교육의 필요성을 가장 낮게 평가하는 것을 확인할 수 있었다. 본 연구 결과는 국정소통부서의 현실적인 실무 PR역량을 고려하여 정부소통 역량 강화 교육체계를 발전시키기 위한 실증적인 지침을 제공한다는 데 의의가 있다.
Abstract
Considering the rapidly changing digital media environment, the continuous effort for trainingor retraining communication specialists of the government is very important. In order toimprove their educational system, we asked the government PR staffs to evaluate theircapacity and educational priorities on the five major PR areas; analysis and planning, mediarelations, new media, evaluation, issue & crisis management. According to the survey results,PR staffs perceived the importance of learning opportunities for analysis & planning, issue &crisis management and controlling new media, in this order. However, taking account ofcurrent capability of their departments, the most needed training program is for new media. However, for the necessity of new media education, there are perception difference betweenPR managers and staffs. This study contributes to empirical guidelines for training system ofgovernment communicators.
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