The mobile media technology such as tablet pcs and smart phones have been developed and come into wide use. And comprehensive programming channels will begin to broadcast in the second half of this year. In other words, the mass media environment has changed dynamically. Also, the pattern of using the media is very different depending on age, area, education and income, and these trends are becoming more clear.
It is necessary to investigate the media using patterns and to understand the environmental change of media for informing SMG’s policies to the Seoulites, and SMG should establish PR policy based on those data.
This research focuses on improving the effectiveness of policy PR by interviews with experts, a survey on the Seoulites’ media using pattern and the analysis of SMG’s jobs including press releases in relation to the PR policy.
To begin with, the concept and goal of policy PR needs to be made more clear. Policy PR should be based on the procedure of mutual understanding and communication between SMG and citizens; it should not be one-sided. Therefore, public officers in charge of policy PR should not only understand the details and level of the policy precisely but also grasp analytically the Seoulites as policy targets.
Secondly, it is indispensible to consider the specific characters of policy target and media. To be specific, in order to inform more SMG’s policies to Seoulites, citizens need to be divided by their characteristics, because each person has a unique individual preference for the policies and uses different media. In other words, it is a priority to understand the relation among citizens, media and policy. Hence, new data should be collected depending on the characters of TV, newspaper and the internet.
Third, SMG should respond appropriately to the change of the surrounding environment of media. Comprehensive programming channels are expected to need some time to play a role as a media. Therefore, the department of policy PR should establish a principle and examine the rate of audience, the character of new media and the broadcasting station and the majority who watch the channel. In addition to this preparation, it is needed to make a guideline in relation to the introduction of comprehensive programming channels.
Fourth, reorganizing the department of policy PR should focus on strengthening the relationship between administrative policy and PR and on considering the characters of media. Also, it is necessary to create a team which reviews citizens’ opinion and examines the trends closely.
Fifth, Policy PR should be connected to the Seoulites. Above all, it is important to analyze and scrutinize the citizens as a policy target in the whole process of decision making, as it is in the marketing strategy of businesses. Also, it is essential to take advantage of administration newsletters made by SMG and autonomous districts (gu) as well as posters, banners and notice boards on streets and subway stations to improve the effectiveness of policy PR. Finally, mediators such as Gu assemblies, Dong residential committees and the representatives of apartment complexes should be made use of to involve citizens in the policy process and to improve mutual understanding.