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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Recently, the area of university PR received fair amount of interests from both academian and practitioners as Korean universities witnessed the trend that applicants to universities are consistently reduced. Hence, this study made an endeavor to understand the growing interests on university PR from a marketing communication perspective. In particular, this research focuses on the structure and functions of university PR offices since, in spite of their importance in implementing university PR, there is a paucity of empirical data on this subject. Employing a mail survey method towards the university PR officers, this study found the following facts.
First of all, the present survey revealed several demographic characteristics of university PR officers. Among others, it is observed that most of university PR officers lack marketing and journalism experiences, which are of value to their daily routine tasks.
Secondly, the structural features of university PR office were also examined. It is found that university PR office had many different names, and belonged to many different divisions. In addition, surprisingly, quite a few Korean universities were outsourcing their advertising and public relations tasks to outside agencies.
Thirdly, university PR offices were performing mostly basic communication skills level tasks, such as writing publicity materials. Hardly found were advanced public relations tasks, such as relationship management with important constituencies of university.
Fourth, the overall job satisfaction level of university PR officers was high enough, except the area of monetary compensations. Subsequent regression analysis found that male officers with long tenure were most likely satisfied to their job.
Finally, respondents perceived newspaper as the most important medium for both university advertising and public relations. However, local universities tended to put more value on the broadcast media, as compared to their counterparts in the capital-area universities. Besides, the rapidly growing use of internet as communication medium is observed.
Based on the above findings regarding the current status of university PR in Korea, several suggestions were made to improve university PR functions. It is emphasized that university PR becomes one of core functions of university, and should be treated in such a fashion.
First of all, the present survey revealed several demographic characteristics of university PR officers. Among others, it is observed that most of university PR officers lack marketing and journalism experiences, which are of value to their daily routine tasks.
Secondly, the structural features of university PR office were also examined. It is found that university PR office had many different names, and belonged to many different divisions. In addition, surprisingly, quite a few Korean universities were outsourcing their advertising and public relations tasks to outside agencies.
Thirdly, university PR offices were performing mostly basic communication skills level tasks, such as writing publicity materials. Hardly found were advanced public relations tasks, such as relationship management with important constituencies of university.
Fourth, the overall job satisfaction level of university PR officers was high enough, except the area of monetary compensations. Subsequent regression analysis found that male officers with long tenure were most likely satisfied to their job.
Finally, respondents perceived newspaper as the most important medium for both university advertising and public relations. However, local universities tended to put more value on the broadcast media, as compared to their counterparts in the capital-area universities. Besides, the rapidly growing use of internet as communication medium is observed.
Based on the above findings regarding the current status of university PR in Korea, several suggestions were made to improve university PR functions. It is emphasized that university PR becomes one of core functions of university, and should be treated in such a fashion.
목차
1. 들어가는 글
2. 연구목적
3. 연구 문제의 제기
4. 연구방법
5. 연구결과
6. 마치는 글
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