디지털화 시대의 PR 패러다임
Paradigms of Public Relations in an Age of Digitalisation
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배경 및 목적뉴미디어는 PR 분야를 더욱 글로벌하게, 더욱 균형적(symmetrical)으로, 더욱 대화적(dialogical)으로 만들 수 있으며, 조직이 사회적으로 더 책임을 다할 수 있도록 도움을 줄 수 있다. 하지만 상당수의 PR 실무자들이 뉴미디어를 일반 대중에게 메시지를 살포하는(dumping) 수단으로만 이해하거나 활용하고 있다. 실무자와 학자들은 행동적이고 전략적인 경영 패러다임(strategic behavioral paradigm)으로 PR을 재정립(reinstitutionalize)할 필요가 있으며, 이를 위해서 더 효과적이고 참여적으로 디지털 미디어를 활용하는PR 전략 모델이 필요하다. 이전의 논의들을 바탕으로 디지털 시대에 맞는 PR 전략 모델에 관해 고민해 보았다. 방법행동중심 전략경영 이론(strategic behavioral paradigm, Grunig & Kim, 2011)의 관점에서Excellence in Communication Management Theory(이하 엑설런스 이론)(Grunig, Grunig, & Dozier, 2002)에서 제시한 PR의 전략적 기능(strategizing)과 전략경영 모델 그리고 일반 원칙(generic principles)이 어떻게 디지털 미디어 환경에서 융화될 수 있는가에 대하여 논의하였다. 결과디지털 미디어가 PR에 가져오는 변화에 관한 현재까지의 이론들을 검토 및 논의하였다. 이를 통해 디지털 미디어가 PR을 보다 균형적이고 보다 더 전략적으로 수행할 수 있는 환경과 기회를 조성하고 있음을 논증하였다. 그러나 잘못된 디지털 미디어 활용 방식은 전략적, 균형적 커뮤니케이터가 반드시 극복할 과제로 남아 있다. 논의 및 결론공중과의 균형적 커뮤니케이션과 전략적 관계를 강조하는 엑설런스 이론의 일반 원칙은 디지털 시대에 더욱중요하다. 일부 PR 실무자와 학자들은 PR의 기능과 역할을 아직도 상징적으로만 여기고 있으나, 공중의 주관적 해석에 영향을 주고, 통제하려는 상징적 PR 패러다임의 관성적 사고에서 벗어나야 한다. 디지털 환경에서는 PR이 조직의 의사 결정 과정에 참여하고 전략적 행위를 모색하는 행동중심 경영 패러다임으로 PR을재제도화(reinstitutionalize)하는 노력이 요청된다.
Abstract
Objectives New media can make the PR field more global, symmetrical, and dialogical; and they can help organizations fulfill more social responsibilities. However, many PR practitioners understand or use the new media only as a tool to dump messages to the entire population. Practitioners and scholars need to reinstitutionalize PR with a strategic behavioral paradigm, which requires a more effective and participatory PR strategy model that uses digital media. Based on our previous discussions of PR theory, this article discusses such a PR strategy model for the digital age. Methods From the perspective of our strategic behavioral paradigm (Grunig & Kim, 2011), we discussed the strategic functioning of PR (strategizing), strategic management models, and how generic principles can be fused in the digital media environment presented in Excellence in Communication Management Theory (Grunig, Grunig, & Dozier, 2002). Results This review of our previous theorizing and our discussion of the changes that digital media bring to PR demonstrate that new media offer an opportunity to make PR more symmetrical and more strategic. However, current misuse of digital media to misrepresent and misinform provides a challenge that strategic, symmetrical communicators must overcome. Conclusions The generic principles of the Excellence Theory, which emphasize symmetric communication and strategic relationships with publics, is even more important in the digital age. Too many PR practitioners and scholars still regard the function and role of PR only as symbolic, which they believe can be used to influence and control the subjective interpretations of publics. In the digital environment, instead, PR should be reinstitutionalized as a behavioral management paradigm in which PR participates in the organization's decision-making process and seeks strategic actions.
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