일본에서의 PR 개념 도입과 발전에 관한 연구

Abstract

It is generally known that the concept of 'PR (Public Relations)' was introduced to Japan after the end of World War Ⅱ. The aim of my article is to consider the introduction process and evolving traits of the concept of PR, centering on the kinds of PR used in enterprise and administration. Therefore the background of the introduction of the concept of PR into the fields of enterprise and administration, and the evolving process for using PR in enterprise and administration, which resulted from general environmental changes. With the PR used in enterprise, its growth and advance, which can be classified into responses to environmental changes, the response to criticism on enterprise, the reestablishment of the PR division within an enterprise, the communicative activities in an enterprise, have been examined focusing on the development and transition of the scope of operations, as well as the activities, of the PR division within an enterprise. And, with the use of PR in administration, the concepts covered are: the introduction of PR into the field of administration, the development of the PR system in administration, and the developmental process of PR activities on the basis of administrative units including to (道). pu (府), and hyun (県). newly perceived.