젠더관점으로 본 PR실무자들의 리더십 인식 연구

안보섭(Bo Seob Ahn),도현지(Hyun Ji Doh) 한국광고홍보학회 2006 한국광고홍보학보 Vol.8 No.2

국제PR관점으로 본 공공외교전문성에 관한 연구: 문화 중심적 접근을 통해

안보섭 ( Bo Seob An ) 한국PR학회 2011 PR연구 Vol.15 No.4

International public relations activities have been done by various actors such as governments, conglomerates, non-governmental organizations, and broadcasting companies. Public diplomacy is also defined as diplomacy by a variety of actors beyond government. These overlapped and intertwined activities of international public relations and public diplomacy are different from traditional and independent activities of both sides. There are two opinions on international public relations and public diplomacy. Some scholars regard international public relations activities as part of public diplomacy activities. They think of international public relations as promotion activities of national brands or forming activities of public opinion. The other scholars consider international public relations are different from public diplomacy because they think public relations as propaganda or one-way persuasion. Grunig (1992), however, tried to change these traditional perspectives of public relations activities from one-way asymmetrical communication to two-way communication. Wang(2006) argued that effective public diplomacy is based on dialogue between two countries. This study intends to research public diplomacy professionalism on international agenda through surveying opinions of international public relations practitioners from this two-way and dialogic perspective-cultural perspective. The research findings are summed as follows. It turned out that public diplomacy professionalism consist of followed abilities or values: diplomatic ability, respectful attitude to other culture, media / negotiation abilities, relationship / dialogue, collaboration / embrace, approval / public opinion. This research finding shows that future study on public diplomacy professionalism would be better to be done by united and multidisciplinary efforts; it should be actualized enough to reflect the practitioners`` needs. This study also intended to consolidate international public relations activities and public diplomacy activities based on a variety of research findings on international public relations and public diplomacy from public relations perspective. These findings implies that international public relations and public diplomacy activities should be based on the public opinion of other countries from cultural perspective; it also indicates that public diplomacy professionalism should be focused on more cultural perspective which enable us to understand the culture of other countries in depth.

기업의 사회 책임 활동 태도가 기업 이미지와 구매의도에 미치는 영향 연구: 공중의 목적 인식의 조절적 역할을 중심으로

안보섭 ( Bo Seob An ),권근혜 ( Keun Hye Kwon ) 한국PR학회 2005 PR연구 Vol.9 No.1

키즈마켓에서 아동의 구매유형에 따른 Marketing PR(MPR)의 효과연구

안보섭(Bo Seob Ann),최승연(Seung Yeon Choi) 한국광고홍보학회 2010 한국광고홍보학보 Vol.12 No.2

본 연구는 키즈마켓에서 마케팅 PR(Marketing PR, 이하 MPR)을 효과적으로 활용하고자 이론적인 고찰에만 그치지 않고 MPR의 효과를 검증하고자 하였으며 키즈마켓, MPR 전술, 타깃의 특성 등을 고려하여 세 부분으로 나누어 진행되었다. 첫째, 아동의 구매유형에 따른 MPR 전술의 효과를 측정하였으며 둘째, MPR 전술을 푸시(push) 매체 속성을 가진 전술과 풀(pull) 매체 속성을 가진 전술로 나누어 전략적인 접근 방법을 도출하고자 하였다. 마지막으로 복수 타깃인 아동을 통해 부모가 MPR에 간접노출 되었을 경우 전달경로에 따른 차이점을 알아보고자 했다. 연구결과 부모들은 해리스(Harris, 2006)의 MPR전술 중 블로그, 견본배포, 웹 사이트, 보도자료, 전시회, 조사기관 발표자료, 팸플릿, 캐릭터를 키즈마켓에서 효과적이고 적합하다고 인식하고 있음을 알 수 있었으며 아동이 직접 구매하는 경우 부모의 상품태도와 구매의도 모두 푸시(push) 매체 속성을 가진 전술이 더 효과적이며 아동이 간접구매 하는 경우 부모소비자가 반응 단계에 따라 인지하고 태도를 형성하는 데는 푸시(push) 매체 속성을 가진 전술이 효과적이지만 구매의도까지 이뤄질 가능성은 풀(pull) 매체 속성을 가진 전술이 더 높은 것을 확인할 수 있었다. 또한 아동을 통해 간접 노출되는 경우 전술보다는 전달되는 매체에 대한 인식과 아동의 직접경험 여부가 구매의도에 영향을 미치는 요인으로 유추해 볼 수 있었다. 본 연구는 키즈마켓과 MPR의 특성에 따라 세분화하여 전략적인 접근을 시도하였다는데 의미가 있으며 키즈마케팅 전략수립에 있어 유의미한 시사점을 제공할 수 있을 것이다. This research is based on not only the theoretical consideration but also the effect of marketing PR (MPR), in order to provide the practical method for the planning and execution of marketing PR (MPR) at Kids`Market. It is classified into three parts including Kids`Market, marketing PR (MPR) strategies and characteristics of targets. First of all, by reflecting the complex market structure of Kids`Market, the effects of MPR strategies have been measured according to the purchase types of children. Secondly, MPR strategies for the target consumers have been classified into the push-media strategies and the pull-media strategies, in order to draw the strategic approach. Thirdly, the differences, for the time when the parents are indirectly exposed through their children, have been discussed. The parents can be regarded as the potential targets at Kids`Market, while the children can be regarded as the delivery media. It has been found that eight strategies including blogs, sampling, distribution, website, press data, exhibitions, presentation data by research, institutions, pamphlets and characters are appropriate and effective at Kids`Market. As a result, when the children make the direct purchase at Kids`Market, the parents who are the actual consumers should be subject to the strategies with the push-media characteristics which are regarded as being more effective than those with the pull-media characteristics, in order to recognize the different reflecting stage and form their actions. However, regarding the possibility for the purchase intentions, the strategies with the pull-media characteristics are expected to be more effective. it has been found that the indirect cases exposed to the children and the direct cases exposed to the parents show extremely differences of opinions. It can be assumed that when the parents are indirectly exposed through their children, the recognition of the delivery media and the existence of the children` direct experience influence the purchase intentions more than the strategies. It seems that this research is useful for the execution of the specification process as well as the strategic approach according to the characteristics of the market and MPR, in order to find the effective connecting point of MPR at Kids` Market.

기업의 사이버 IR(Investor Relations) 정보에 대한 개인투자자의 중요도 및 만족도가 투자행동에 미치는 영향

안보섭(An Bo Seob),노윤진(No Yun Jin) 한국광고홍보학회 2004 한국광고홍보학보 Vol.6 No.2

포터블 뇌파 바이오피드백 시스템을 위한 전치증폭기 및 DSP 하드웨어의 설계

이경일 ( Lee Gyeong Il ),안보섭 ( An Bo Seob ),박정제 ( Park Jeong Je ),이승하 ( Lee Seung Ha ),조진호 ( Jo Jin Ho ),김명남 ( Kim Myeong Nam ) 한국센서학회 2003 센서학회지 Vol.12 No.3

본 논문에서는 포터블 뇌파 바이오피드백시스템을 위한 전치증폭부 및 디지털 신호처리부의 하드웨어 구현에 대한 연구를 수행하였다. 뇌파의 특성을 고려하여 외부 잡음을 제거할 수 있는 뇌파 획득용 전치증폭부를 구현하였다. 측정된 뇌파에는 안전도, 근전도, 심전도 등의 신호들이 포함되어 있으며 이들은 뇌파 분석에 방해가 된다. 따라서 이러한 신호들을 제거하기 위하여 적응여파기 알고리듬을 수행하고 전치증폭부를 실시간으로 구동하는 디지털신호처리부를 구현하였다. 시뮬레이션 파형과 실제 뇌파를 적용한 실험결과를 통하여 개발된 시스템의 성능을 확인할 수 있었으며 휴대형 뇌파 바이오피드백 시스템에 적용 가능함을 확인하였다. In this study, we carried out a study for implementation of the pre-amplifier and the digital signal processing part for the potable EEG biofeedback system. As we consider characteristics of the EEG signal, we designed the pre-amplifier to obtain the EEG signal to be reduced noise signal. Because the EEG signal include EOG, EMG, ECG signals etc, it is difficult to analyze of the EEG signal. Therefore, we developed DSP board and operation program which was embed the LMS adaptive filter algorithm and operate with the pre-amplifier in the real time. The simulation signal and pure EEG signal is used in the experiment. As the result, we confirmed good efficiency of developed system and possibility of application to the portable EEG biofeedback system.

조직 내부 공중의 커뮤니케이션 역량이 조직 관계 유효성에 미치는 영향 연구

김혜영 ( Hye Young Kim ),안보섭 ( Bo Seob An ) 한국PR학회 2018 PR연구 Vol.22 No.3

Objectives This study aims to identify the influence of communication competency of the internal public on the organizational relations efficiency. Methods Firstly, this study verified the effectiveness between internal public’s communication competency scales - mutual attitude, mutual knowledge, and communication skills - and organizational relations efficiency scales - communication satisfaction, empowerment, organizational commitment, and organization public relationship. Secondly, this study investigated if organization culture has moderating effects on the causal relationship between organization internal public’s communication competency and organizational relations efficiency. Results The result of the study shows that the communication competency of the organization internal public has significant impacts on the organizational relations efficiency. In addition, the individual’s characteristics variables of the organization internal public were found to have considerable effects on the differences in organizational relations efficiency; Such variables include age, positions in the organization, job experience, and the size of an organization. As for the verification of moderating effects of organization culture, hierarchy is found to influence the satisfaction level of internal public’s communication and organization public relationships. Conclusions This study suggests that the organization internal public’s communication competency offers a paradigm to communication competencies and the relationship management in organizations; this concept can also be closely combined with other perspectives on the competencies within organizations. Therefore, the concept of organization internal public’s communication competency scale can be further applied to other research pertaining to organizations.

조직 내부 공중의 커뮤니케이션 역량에 대한 척도 개발 연구

김혜영 ( Hye Young Kim ),정만수 ( Man Soo Chung ),안보섭 ( Bo Seob An ) 한국PR학회 2017 PR연구 Vol.21 No.3

This study focuses on communication of the public, which is the center of an organization, in order to explore ways to promote mutual communication among the internal public of an organization. And this study aims to explore the efficiency of the internal public`s communication competency for smooth communication. The specific purpose of this study is to develop a scale to measure the internal public`s communication competency within an organization. Based on the research result thus verified, this study proposes theoretical and practical suggestions for organizations to enhance the internal public`s communication competency so that this study can contribute to exploring the direction of long-term and reciprocal organizational communication between the organization and the internal public. More specifically, Research plan conducted a preliminary research by making use of literature review, in-depth interviews and experts survey, which are qualitative research methods; and conducted a questionnaire survey, which is a quantitative research method, to extract the factors of the internal public`s communication competency for development of the scale. Analysis of Research shows that internal public`s communication competency consisted of 3 scales: `mutual attitude`, `mutual knowledge`, and `communication skill` that factors consisted of a total of 21 questions. The results of this study can be used as a factor for preliminary analysis in solving fundamental and multi-layered problems related to communication in an organization in Korea.