Earticle

초록

영어

This study analysed effects of media and SNS in policy PR activities of local governments by the survey of 126 public information officials in 31 counties of Gyeonggi-do. It attempted to find ways to increase effectiveness of policy PR activities. Public information officials recognized that SNS is better than traditional media news in terms of credibility, information transmission and influence. In actual promotional activities, SNS was used more than media news. It confirmed that the focus of major policy PR activities of local governments has moved from traditional media to SNS. Only credibility among three factors affected policy PR activities of media and SNS. And traditional media PR activities were more influenced by credibility than SNS PR activities. Furthermore, traditional media PR activities were more helpful in implementing the policy than SNS PR activities. This shows public information officials evaluate effectiveness of traditional media news much higher than SNS when it comes to promoting new policies. It implies that in order for local governments to promote their policies more effectively, they had better expand traditional media PR activities more than now, and traditional media should focus on enhancing its credibility.

목차

Abstract
1. 문제제기
2. 이론적 논의와 연구문제
2.1. 선행연구 검토
2.2. 연구문제
3. 연구방법
3.1. 조사 대상
3.2. 조사 항목
3.3. 분석 방법
4. 연구 결과
4.1. 연구문제 1~4의 결과
4.2. 연구문제 5~7의 결과
5. 결론 및 논의
참고문헌

키워드

저자

• 김규식 [ Kim, Gyu-Sig | 가천대학교 행정학과 겸임교수 ] 주저자
• 오대영 [ Oh, Day Young | 가천대학교 미디어커뮤니케이션학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국지역개발학회지 [Journal of the Korean Regional Development Association]

• 간기

  연5회

• pISSN

  1225-9055

• 수록기간

  1989~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 322 DDC 330