사내커뮤니케이션과 구성원 정서적, 자주적, 변화참여 열의와의 관계 연구

신호창(Shin, Ho-Chang),송주현(Song, Ju-Hyun) 한국정치정보학회 2015 정치정보연구 Vol.18 No.2

본 연구는 현대 경영에서 중요시되는 소통과 그 동안 커뮤니케이션학에서는 잘 다루어지지 않았던 열의(engagement)의 개념에 주목하여 사내커뮤니케이션과 구성원 열의와의 관계를 통합적으로 고찰하였다. 이를 위해 실무 종사자 약 300여 명을 표집하여 서베이 연구를 실시하였으며, 본 정량적 연구결과를 보강하고 변인간의 관계를 심층적으로 이해하고자 사내커뮤니케이션과 밀접한 직무를 수행하는 국내 유수 기업의 홍보, 인사, 기업 문화 담당 실무자 11명을 대상으로 심층인터뷰를 진행했다. 연구결과, 사내커뮤니케이션의 차원과 구성원 열의의 세부 변인 간에 밀접한 영향 관계가 나타났다. 기업의 가치관(경영이념)에 대한 구성원의 이해가 높을수록 구성원은 기업에 대한 소속감, 애착감이 높아지는 상관관계가 나타났으며, 업무상황에서 개인의 커뮤니케이션 능력과 구성원의 역할인지가 높을수록 업무에 대한 의미감과 자신감이 높게 나타나는 정(+)적인 관계를 발견할 수 있었다. 또한 조직 변화 시기에 구성원의 지지와 참여를 이끌어내기 위해서는 커뮤니케이션 캠페인 활동이 필수적이며, 이를 통해 성공적인 변화를 안착할 수 있음이 드러났다. 본 연구는 그동안 다양한 용어와 개념적 접근으로 혼재되었던 열의(engagement)를 종합적으로 고찰하여 한국형 구성원 열의를 설명하고자 시도했던 첫 연구라 할 수 있다. 특히 구성원 열의를 자발적이고 능동적인 개념에 주목하여 3가지 차원(정서적 열의, 자주적 열의, 변화참여 열의)을 도출하였다는 점에서 현대 조직 구성원의 특성을 반영하여 열의에 대한 새로운 논의를 이끌어냈다. 또한, 실무적으로도 사보제작 및 사내방송을 통한 일방향적인 커뮤니케이션 전술의 한계를 벗어나 구성원의 열의를 증진시키는 데 기여할 수 있는 커뮤니케이션 콘텐츠 및 전략을 논의하였다. The purpose of present study is to identify relations of internal communication (sharing the values, clearness of work communication, communication campaigns) and employee engagement(affective, independent, change-participation will in change situation). The major findings of the study are summarized as follows: First, there is a direct correlation between sharing the values and affective employee engagement. Especially, employees’ understanding of CEO’s philosophy is significantly associated with employees’ membership and organizational identification. Second, the clearness of work communication has positively related to independent employee engagement in work circumstance. In particular, through the open communication at work, personal communication ability and knowledge of working role are considerably associated with perception of work meaningfulness and job confidence. Third, communication campaign has positive effect on employee change-participation will in organizational change situation. This study has a significance owing to looking into the relations between communication and employee engagement in multiple levels. It focuses on not only the specific conditions related to employee’s job satisfaction or citizenship behaviors but also participation will in organizational changing situation. Also, this study strongly concludes that internal communication factors need to be considered in order to increase the level of employee engagement and improve the work effectiveness.

PR 실무자와 기자의 언론관계에 관한 상호 인식 비교 연구

신호창 ( Ho Chang Shin ),김미현 ( Mi Hyun Kim ) 한국PR학회 2002 PR연구 Vol.6 No.1

Media relations to take deep effect to audience is the highest priority for public relations practitioners to increase the high contact with their public. Indeed, this process remains the misunderstanding and prejudice between journalists and PR practitioners. This study is attempt to compare the perception based on the pre-study done by Ho-Chang Shin in 1994. Questionnaires were sent to 200 journalists and 200 public relations practitioners and 102 journalists(response rate=51.0%) and 127(63.5%) practitioners were replied. Here are the findings : First, the field of media relations consists mainly of obtaining publicity is considered important by journalist and public relations practitioner. And they think that the negative factor such as treats including dining or restriction of press release is not important. This result shows the different thing compared to the pre-study. Second, public relations practitioners and journalists disagree regarding the point of view of media relations. Practitioners perceive journalists a specialized and high-responsibility man. but journalist has lower respects about themselves than practitioner perceive them. The two group reported different perception of public relations` view. It is found that practitioner has more positive thinking on the public relations` view than journalist. In the correlations, practitioners` and journalists` perception on each other shows significant difference. PR practitioner recognize journalist as a partner at a same level. But journalist consider PR practitioner and information source. Third, practitioner and journalist have similarity on their ethical value. If its degree is low, it is possible that activities such as treat, presents and request to correct news to enhance relationship between two groups. Fourth, in media relations, practitioners are tends to corporate with journalists for company`s positive image. And they also react objectively to the crisis. But journalist is reluctant to agree the various activities of PR practitioners in media relations. Fifth, the result here for media relations model of Korea compared to pre-study can be suggested as follows : ① journalist-oriented, ② media coverage, ③ information distortion, ④ information management, and ⑤ positive public relations.

정책홍보 수행과정 모델에 따른 정책홍보 수행 현황과 모델 충실도 연구

신호창(Shin Ho-Chang),이두원(Lee Du-Won),김정선(Kim Jung-Sun) 한국정치정보학회 2006 정치정보연구 Vol.9 No.2

국가정책에 대한 홍보는 국민의 의견을 수렴하여 정책을 결정하는 사전 홍보로부터 시작하여, 정책을 집행하기 전 문제관리 및 위기 예방차원의 홍보, 정책 집행을 효과적으로 수행하기 위한 홍보 프로그램 수행, 그리고 효과 평가에 이르기까지 단계적으로 수행되어야 한다. 국가의 정책홍보 프로세스는 크게 정책 구상 단계, 정책 결정 단계, 정책 발표 및 집행 단계, 정책 홍보 효과 평가 단계인 4가지 단계로 분류된다. 이를 기본으로 각 단계별 세부 내용에 따라 국가정책의 홍보 활동을 제시하고 분석할 수 있다. 본 연구에서는 이러한 정책홍보의 수행과정 모델에 따른 정책홍보 수행 현황과 모델 충실도를 파악해보고자 하였다. 따라서 과연 국가의 정책 수행 과정 속에서 실제 ‘정책홍보’는 어떻게 이루어 지고 있으며, 정책 홍보를 담당하는 부처 담당자들은 정책홍보의 수행 과정 절차를 충실하게 따라 이행하고 있는가에 연구의 초점을 맞추었다. 특히 정책홍보 담당자들이 단계별 정책홍보 수행 내용을 충실하게 이행하고 있는지, 만일 그렇지 않다면 어떤 이유가 주된 것인지, 그 문제를 파악하여 정책 홍보 담당자들에게 효율적인 업무 수행 방향을 제시하고자 하였다. 또한 정부의 정책홍보 수행 과정에서 홍보팀과 비홍보팀간의 수행정도의 차이가 있는가를 살펴보고자 하였다. Government policy PR activities range, longitudinally, from the conception step of a policy to the completion of the policy and include, latitudinally, such PR activities as media relations, community relations, issue and crisis management, MPR, advertising campaign, and public affairs. For the last several years Korean government has emphasized the Policy PR practices to acquire people's supports and agreements on her policies. However, regardless of Korean government's effort to promote the policy PR activities, many opinion leaders and the press have pointed out the lack of the government's rapport with people in policy PR communication. The purpose of this study is to examine "the fulfillment of the performative model for the government policy PR practices." In this study “the performative model for the government policy PR practices" indicates "the model for the proper policy PR practices at the four different stages of carrying out a policy, i.e., the stages of policy designing, decision-making, carrying out, and evaluation. Accordingly, four research questions are explored surveying 160 government officials and the results of each question are briefly as follows: Firstly, at the stage of 'a policy designing' how substantially the PR research and proactive PR activities are carried out and is there substantial difference between the policy PR team and other task teams in the fulfillment of those policy PR activities? The study result shows that some substantial PR activities like planning, proactive communication, building media relation, etc. are being carried out. Secondly, at the stage of decision-making on the policy, how substantially the PR activities needed at this stage are carried out and is there substantial difference between the policy PR team and other task teams in the fulfillment of those policy PR activities? The study result indicates that some substantial PR activities like public analysis, issue analysis, PR program planning, building cooperative relationships are being carried out; yet, the limitation of PR budgets, personal resources, sincerity in proactive policy PR still needs to be improved. Thirdly, at the stage of 'carrying out a policy,' how substantially the PR activities needed at this stage are carried out and is there substantial difference between the policy PR team and other task teams in the fulfillment of those policy PR activities? The study result shows that at this stage such PR activities as internal communication, crisis management, PR agency consulting, publicity are often being practiced. Fourthly, at the stage of a 'policy evaluation,' how substantially the policy PR activities are evaluated and is there substantial difference between the policy PR team and other task teams in the fulfillment of the policy PR evaluation? The study result shows that a policy PR evaluation is mostly being focused on publicity on media and the evaluation result is sometimes used as the feedback for the next project. However, there appeared the lack of evaluation on those target audiences' attitude changes. And, at the four stages of carrying out a policy, there appeared respectively some significant differences between the policy PR team and other task teams in the fulfillment of those policy PR activities required at each stage.

국내 대기업의 사내 커뮤니케이션 진단: 가치관의 공유, 명확한 업무 커뮤니케이션 그리고 커뮤니케이션 캠페인

신호창 ( Ho Chang Shin ),유선욱 ( Sun Wook Yoo ) 한국PR학회 2004 PR연구 Vol.8 No.2

A corporation can`t persuade its employees and get an agreement from them without good organizational communication even though a company possesses excellent management strategies. Management strategies without the voluntary agreement and participation of employees may easily fail. Since this disharmony between internal and external components of company often will fail to speak with one voice as an interrelated organization, it is often becoming obstruction in the development of the company. Therefore, the level of employee communication in a company acts as a gauge of its potential growth. This study examined how different employee communication had developed in each one of the affiliated companies of two representative groups in Korea by investigating and comparing current developments in internal communication. The diagnostic model consists of three major dimensions. A high standard of employee communication can be implemented only when the three dimensions interact with each other simultaneously and organically. First one is the dimension of shared values, which refers to the fact that employees must understand mottos, values, management philosophies and management policies of a company and must have desirable mind set as members of their organization. The second dimension refers to the fact that work-related orders must be clearly delivered through communication, called clarity in work communication. The last dimension is communication campaign, which requires campaigns using strategies with clear goals and strategies for more effective employee communication based on an awareness of the importance of internal communication by the management. The result of the study shows that the significant differences dose not exists in each dimension between two conglomerates. Therefore, there is no difference in internal communication achievement although each company conglomerate has its own management philosophy, corporate values, corporate culture, employee education program and employee communication program. However, from the relevant questions for each three dimension, something significant differences are found between two company conglomerates. These are `spreading management philosophy` and `understanding management philosophy` in the dimension of shared values, `trust in information` and `offering sufficient information before forcing new policy` in the dimension of clarity in work communication, and `performing periodical internal communication campaign` and `financial supporting for club activities` in the dimension of communication campaign. In addition, one company`s employees are compared with the other company`s employees who are in the same level of each organization for three major dimensions. The result leads that there is no significant difference in each diagnostic dimension. However, each company`s internal comparison by employees` class of position reveals somewhat significant differences. In case of `L` company, significant differences are shown in all three dimensions among employees` class of position. On the other hand, significant difference appears only on the second dimension called clarity in work communication in case of `S` company. In short, level of internal communication is low for both companies and there is no big difference between two in terms of internal communication even thought two have seemingly different cultural background. Thus, implementing more internal communication campaigns is recommended for both companies.

PR 차원의 IR 진단 모델을 바탕으로 살펴본 한국 IR 담당자들의 PR에 대한 인식 및 PR과 IR의 연계 가능성

신호창 ( Ho Chang Shin ),양효정 ( Hyo Jung Yang ) 한국PR학회 2005 PR연구 Vol.9 No.1

국가 명성 관리를 위한 바람직한 해외홍보 커뮤니케이션 조직 통합에 관한 고찰

신호창 ( Ho Chang Shin ) 한국커뮤니케이션학회 2004 커뮤니케이션학연구 Vol.12 No.3

IMPLICATIONS OF NEW TECHNOLOGIES IN NEWSPAPER AND TELEVISION

신호창(Ho Chang Shin) 전북대학교 사회과학연구소 1989 지역과 세계 Vol.16 No.-

바람직한 조직문화 형성을 위한 사내 커뮤니케이션 진단

신호창 ( Ho Chang Shin ),윤선현 ( Seon Hyun Yun ) 한국PR학회 2008 PR연구 Vol.12 No.2

한국 조직의 홍보 부서 진단에 대한 연구 전략, 체계, 구성원, 위상 등을 중심으로

신호창 ( Ho Chang Shin ),유선욱 ( Sun Wook Yoo ) 한국PR학회 2010 PR연구 Vol.14 No.3

The purpose of this study is to diagnose the level of excellence of the PR department in Korean organizations based on the diagnostic model for the excellence of public relations department. This model includes the six dimensions; public relations programs, practitioners` qualification, knowledge base, budget, and departmental status and support in organization. Two research questions and one hypothesis were held and 161 public relations practitioners in 22 Korean organizations were interviewed to see how they evaluated the six dimensions of the model and their effects on overall evaluation of public relations activity. The results showed that public relations practitioner`s qualification and public relations department status are the most significant dimensions on the overall public relations activity. The factors of public relations as a management function, supports from the organization, and co-operation with related departments in public relations status dimension affect positively on the overall activity. Among practitioners` qualification factors, assigning proper practitioners to each public is the most significant factor. The differences in six dimensions by the sales, net profit and the number of public relations practitioners are also found. The suggestions are discussed for the future studies.

일에 대한 만족도를 통해서 본 Public Relations

신호창(Shin Ho-chang) 한국언론학회 1990 한국언론학보 Vol.- No.25