PR기제로써 홍보대사에 관한 개념적 고찰 = A Conceptual Study on PR Ambassador in PR System

국문 초록 (Abstract)

이 연구는 조직의 PR과정에서 늘어나고 있는 홍보대사의 이용과 관련하여 발생 가능한 개념적 혼란을 정돈하고자 하는 목적으로 진행되었다. 홍보대사의 이용은 초기에는 비영리 조직을 중심으로 집중되었다. 그러나 PR기제로써 홍보대사의 이용은 PR 효과를 손쉽게 거둘 수 있으리라는 기대로 조직의 형태나 종류에 상관없이 점점 더 많이 채택되는 경향을 보이고 있다. 특히, 초기에는 주로 유명 옹호인을 홍보대사로 임명하여 PR 효과를 도모하였으나 최근에는 유명 옹호인이 아닌 경우로 확대되고 있고, 결과적으로 홍보대사의 개념 혼란마저도 야기되고 있는 상황이다. 따라서 이 연구에서는 PR기제로써 홍보대사의 역할에 대한 이론적 근거에 대한 논의를 바탕으로 개념적 정리를 도모하고자 하였다.

다국어 초록 (Multilingual Abstract)

In recent years, the use of celebrity endorser in PR campaign process has been prevalent. However, a study on celebrity endorser in PR system has hardly been done. Accordingly, the purpose of this study is to provide PR practitioners with guidelines for PR endorser. Specifically, the purpose of this study is to explore the concept of PR ambassador and to attempt to find out effective usage of PR ambassador on the basis of related theories: the effect of celebrity endorser, parasocial interaction, and identification. In addition, this study reviewed the literature of the relationships between parasocial interaction and identification with celebrity endorser in PR program.

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