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The Examination of Korean Government Public Relations Status : Based on the Content Analysis of PR Business Services on Korea On-Line E Procurement System
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대한민국 정부 PR의 규모와 현황은 어떠한가? : 나라장터 공고 PR 용역 내용 분석을 중심으로

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Type
Academic journal
Author
Hwang, Sungwook (부산대학교) Kim, Eunjin (부산대학교) Choi, Chang shik (부산대학교) Lee, Jonghyuk (광운대학교)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.121 KCI Accredited Journals
Published
2019.6
Pages
64 - 101 (38page)
DOI
10.16914/ar.2019.121.64

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Result
The Examination of Korean Government Public Relations Status : Based on the Content Analysis of PR Business Services on Korea On-Line E Procurement System
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Abstract· Keywords

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Acknowledging the gradual growth and development in Korean government public relations, this study investigated its size and status for 2017 by analyzing 1,366 government PR business service postings on Korea on-line E procurement system. According to the results, the most frequent services were execution services (approximately 78%), followed by comprehensive PR services and consulting services (Research Question1). Central government departments and public enterprises posted about twice as many comprehensive PR services than local governments (RQ1-1). Video and print production services were the most frequent execution services, followed by event and ceremony, online PR, and mixed execution services (RQ2). All the public organizations most frequently posted video and print production services in common. Local governments most frequently posted video and print production services, central government departments showed relatively more press agentry services and online PR services than the other organizations, and public enterprises and foundations posted more event and ceremony services than the others (RQ2-1). Government PR Budget for each service was approximately 210 million won (RQ3). Central government departments posted services with approximately 370 million won on average (RQ3-1). According to the Korean Standard Industrial Classification, selected bidding companies most frequently belonged to special, science & technology service business or information & communication business (RQ4). General PR communication companies including KPRCA members, other large PR firms, famous advertising agency firms, and several broadcasting companies performing government PR were only 12% out of the selected bidding companies. It indicated that many other types of companies and business joined in the public communication market (RQ4-1). Based on the results, this study discussed various practical implications in depth.
#정부 PR #나라장터 #PR 용역 #내용 분석 #Government PR #Public communication #PR business service #Content analysis

Contents

1. 서론
2. 문헌 연구
3. 연구 방법
4. 결과
5. 토론 및 결론
참고문헌

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UCI(KEPA) : I410-ECN-0101-2019-324-000909915