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국제 PR의 사회적 역할에 대한 탐색적 고찰: 소통에 기반을 둔 문화해석자와 양심적 카운슬러의 역할을 중심으로

The Social Role of International PR: Playing as Cultural Interpreter and Conscience Counselor through Communication

최홍림
한국지역언론학회 (Korean Regional Communication Research Association)|2010.03|언론과학연구 (Journal of Communication Science)|제10권 제1호|pp. 355-397

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참고문헌

키워드

사회적 역할Corporate Social ResponsibilitySocial Role국제 PRInternational PR기업의 사회책임문화해석자양심적인 카운슬러Cultural InterpreterConscience Counselor
주제분류신문방송학

초록

본 연구는 다국적 기업의 PR을 담당하는 실무자들의 실무와 인식을 바탕으로 다양한 지역사회, 문화 환경에서 PR이 할 수 있는 역할에 대하여 논하고자 하였다. 특히 PR의 경제적 의미와 역할을 뛰어넘어, PR의 사회적 의미에 대한 논의를 통하여 PR이 사회에서 하나의 독립적인 영역으로 위치를 다지기 위해 필요한 것은 무엇인가에 대해 탐색적으로 접근해 보고자 한다. 특히 본 연구에서는 "문화해석자", "양심적인 카운슬러"의 역할을 PR 실무자들이 사회적 역할을 실현할 수 있는 방법으로 제안하고, 실제로 실무자들이 이러한 역할들을 수행하고 있는지에 대하여 알아보고자 한다. 이를 위해 본 연구는 한국에 주재한 다국적 기업들의 실무를 담당하는 PR 실무자들의 인터뷰를 통하여, 실무자들이 자신들의 사회적 역할에 대해 어떻게 인지하고, 실천하고 있는지에 대하여 알아본다. 또한 본 연구에서는 실무자들의 인식을 바탕으로 다국적 기업의 PR 실무를 하는데 있어 그들이 한국사회에서 고려하고 극복하여야 할 지역적 가치와 특수성은 어떤 것이 있으며, 어떻게 PR의 직업적, 사회적 존재감을 확고히 할 수 있는가에 대한 논의를 이끌어내고자 한다.

Abstract

This study is designed to provide an in-depth explanation of how international public relations, in terms of its social and cultural perspectives, is practiced in regions beyond the U.S. The current study provides the social and cultural meanings of the public relations approach over the economic approach and emphasizes the importance of social roles of public relations. Furthermore, this study claims that public relations practitioners should play the roles of cultural interpreters and conscience counselors between multinational corporations(MNC) and local societies as ways of completing their own social roles. To examine the social role of public relations in a real setting(Korea), public relations practitioners working for a number of MNCs in Korea were interviewed to find out how they develop their practices and how they perceive their responsibility to both society and clients. Findings from the in-depth interviews of practitioners illuminate the phenomenon of public relations in Korea. It is expected that the findings also facilitate a different understanding of public relations internationally.

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