김영란법 제정을 통해 본 언론관계의 PR 윤리 및 준법성에 대한 PR 실무자 인식 연구 -실제적인 윤리적 갈등 상황과 향후 변화 전망을 중심으로 = Exploring Public Relations Practitioners` Perceptions of PR Ethics and Compliance -When Anti-corruption Kim Young-ran Law was Passed the National Assembly

다국어 초록 (Multilingual Abstract)

On March 2015, the Anti-corruption Kim Young-ran Law was passed, and the scope of the law``s subjects included journalists. This offered a critical opportunity to investigate ethical issues in media relations from the public relations industry``s perspectives. This study explored public relations practitioners`` perceptions of ethical conflict and predictions of change after the law is executed. In conducting in-depth interviews with 13 public relations practitioners, media reports for strings attached, costly fam tours for journalists, and various services for journalists were found to be significant ethical issues for media relations. Public relations practitioners believed that abstract ethical codes and ethical education are not helpful for resolving ethical issues. Some expected that the law would change public relations practitioners`` attitudes, publicize existing unethical practices, reorganize ethical guidelines, and promote practical changes in public relations ethics. However, others were concerned that new methods to avoid this law``s influence would arise and that the law would not be effective. Finally, this study discusses how the public relations industry can cope with the societal and legal changes and practice public relations ethics in the real world.

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