정부의 국정홍보 효율성에 관한 연구 : 공보조직과 홍보매체를 중심으로
(A) study on the efficiency of Government Public Relations Activities for state affairs : Focused on the public relations system and use of media
국정홍보 공보조직 홍보매체;
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This study investigated how efficiently the Government Information Agency has public relations activities, and looked into the system and function of the Government Information Agency with the approach of communication activities in public. I found out that the government must equip system in which they communicate efficiently to public, and it can't achieve the purpose for the effective public relations through the propaganda for affirmative information of the government policy. I analyzed 'Korea Plus,' one of public relations magazines for the agency, and classified the contents of Korea Plus into the groups with relation to the type and the nature of articles. With regard to the types of articles, I divided the articles into politics, economics, society, and so forth. As for the nature of articles I grouped into positive, negative, neutral articles. The contributors were consisted of journalists, professors, entrepreneurs and government officials and so on. I studied the applications of the persuasion-principal, on which we effectively with affirmative and negative sides of information-offer, through the content analysis of Korea Plus. Two hundred sixty-eight articles were published from the first issue of Korea Plus to the fifth publication. Almost of 40% of which were economy related articles, 104 articles. This means that public relations of the government focuses on economic matters to which people pay their sharp attentions. Especially, the large parts of economic articles covered the Complex Administrative City, the construction of business towns, the new, the regional innovation policy of area. Two hundred and five articles, which 76%, were positively oriented for the government. This appears to be related to the fact that the major contributors came from the government officials and pro-government persons. If media, Korea Plus, publish only positive articles for the government, readers will regard them as 'pure' public relations materials without objective judgement. In this case the government will have much difficulty in persuading people into believing the policies. The results from this study are as follows: First, the government needs to change the public relations system effectively. The information agency has been abolished or reorganized depending on the political regime. It is time to setting up public relations organizations and on which the public relations activities for the government, not for the regime, can be carried out. Second, the government needs to furnish fair and well balanced information. If it doesn't inform unilateral contents based on government sources, it will be of help for improving the persuasion of people. Third, the government has to reinforce the function of getting the public opinion. From the government point of view, internet can be an efficient tool for public opinion. The government can utilize an internet bulletin board and news briefing. It will give chances for net-porters to supply their ideas or criticize the politics as well as the pending question. Lastly, the government is required to make various publicity plans. The Government Information Agency also needs to diversify publicity plans to increase the efficiency of public relations through internet, a public hearing, a seminars, meetings etc. This will secure the understanding and upholding of public opinion. In conclusion, the government needs to have the two-way communication with people. People should be interested and actively participate in government policies.