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국제PR관점으로 본 공공외교전문성에 관한 연구 : 문화 중심적 접근을 통해

The Study on Public Diplomacy Professionalism From the Perspectives of International Public Relations : Focus on Cultural Centered Approach

안보섭
한국PR학회 (Korean Academic Society For Public Relations)|2011.11|PR연구 (Journal of Public Relations)|제15권 제4호|pp. 36-78|DOI 10.15814/jpr.2011.15.4.36

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참고문헌

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문화외교공공외교Public DiplomacyCultural DiplomacyInternational Public Relations국제PR공공외교 전문가공공외교 전문성요인Public Diplomacy PractitionersPublic Diplomacy Professionalism
주제분류신문방송학

초록

국제PR연구에서 다루어지는 PR주체는 정부, 기업, NGO, 방송국 등 다양하며, 구체적으로 정부의 공공외교, 해외진출기업이 수행하는 PR, NGO 의 해외활동, 한류를 통한 방송국의 해외활동 등 다양한 국제PR활동이 전개되고 있다. 특히 공공외교는 정부를 넘어선 다양한 주체를 통해 행해지는외교로 정의되고 있다는 측면에서 공공외교와 국제PR활동은 일부 중첩되는 부분이 있다(Signitzer & Coombs, 1992). 공공외교의 일부로 국제PR을 보는 입장이 있는데, 이는 국가브랜드 이미지증진이나 해외공중 여론조성의 측면으로 국제PR을 보는 입장이며, 공공외교와 국제PR을 다른 개념으로 보는 입장이 있는데 이는 국제PR을 선전이나 일방적 설득과정으로 보는 입장이다. 하지만, Grunig(1992)은 PR 의 개념을 이전의 일방불균형적인 선전이라는 개념으로부터 쌍방균형적인소통의 개념으로 발전시켰다. Wang(2006)은 효과적인 공공외교는 선전보다 대화를 기반으로 하는 것이라 하였다. 본 연구에서는 정부외교 전략과는별도로, 정부외교로 풀지 못하는 국제적 쟁점에 대해 다양한 문화외교 주체들이 가져야 할 공공외교전문성을 국제PR관점의 특수성의 관점에서 살펴보고, 이를 해외PR업무 담당자들의 인식을 통해 살펴보고자 하였다. 연구결과를 종합하여 볼 때, 공공외교전문성 요인은 외교전문성, 문화존중, 미디어협상, 관계대화, 협력수용, 승인여론으로 요약되었다. 이러한 결과를 종합하여 볼 때, 공공외교에 필요한 전문성연구는 다 학제 간 연구로폭넓게 진척되어야 할 필요가 있으며, 이 학제 간 연구결과는 실제 실무자들의 필요를 반영하여 구체화되어야 하고, 교육을 통해 실무자들의 필요가채워져야 함을 알 수 있다. 이에 더불어, 본 연구는 앞서 말한 바와 같이이전에는 독립적으로 다루어져 온 공공외교 영역을 최근의 국외연구경향을 반영하여 다 학제 간 연구로 진척시키기 위한 초석을 마련하였다. 또한,문화존중, 관계대화, 협력수용, 승인여론 등은 일방적인 외교가 아닌 타국공중의 여론을 반영한 쌍방적 외교를 대안외교로 제시한다. 이는 앞서 많은선행연구들의 결과와 일치하는 대목이다. 이는 실무에서 역시, 공공외교 실무전략을 도출하기 전, 상대국이나 타국의 문화를 심도 있게 이해해야 하는문화 중심적 접근이 필요함을 역설하는 연구결과다.

Abstract

International public relations activities have been done by various actors such as governments, conglomerates, non-governmental organizations,and broadcasting companies. Public diplomacy is also defined as diplomacy by a variety of actors beyond government. These overlapped and intertwined activities of international public relations and public diplomacy are different from traditional and independent activities of both sides. There are two opinions on international public relations and public diplomacy. Some scholars regard international public relations activities as part of public diplomacy activities. They think of international public relations as promotion activities of national brands or forming activities of public opinion. The other scholars consider international public relations are different from public diplomacy because they think public relations as propaganda or one-way persuasion. Grunig (1992), however, tried to change these traditional perspectives of public relations activities from one-way asymmetrical communication to two-way communication. Wang(2006) argued that effective public diplomacy is based on dialogue between two countries. This study intends to research public diplomacy professionalism on international agenda through surveying opinions of international public relations practitioners from this two-way and dialogic perspective-"cultural perspective". The research findings are summed as follows. It turned out that public diplomacy professionalism consist of followed abilities or values: diplomatic ability, respectful attitude to other culture, media / negotiation abilities,relationship / dialogue, collaboration / embrace, approval / public opinion. This research finding shows that future study on public diplomacy professionalism would be better to be done by united and multidisciplinary efforts; it should be actualized enough to reflect the practitioners'needs. This study also intended to consolidate international public relations activities and public diplomacy activities based on a variety of research findings on international public relations and public diplomacy from public relations perspective. These findings implies that international public relations and public diplomacy activities should be based on the public opinion of other countries from cultural perspective; it also indicates that public diplomacy professionalism should be focused on more cultural perspective which enable us to understand the culture of other countries in depth.

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