홈페이지의 대화적 관계를 통한 조직-공중관계성이 조직의 이미지에 미치는 영향 = The Effects of the Organization-Public Relationship on the Image Formation of the Public Institutions

다국어 초록 (Multilingual Abstract)

The ultimate goal of the Public Relations is to build a public image. Whereas the traditional PR theories focus more on the public persuasion based on publicity, The concept of organization-public relationship focuses more on the management of the relationship through communication. As the extant studies on the organization-public relationship have centered upon the methodological explorations of the measurement of the quality of the relationship, they have ignored the PR strategies for promoting the perception of the relationship. The main focus of this research is interaction between the institution and the public through the internet site. Drawing on Kent and Taylor(1998), this study suggests the perceived dialogic relationship through home pages of university hospitals as a main factor of PR strategy for promoting the perception of the organization-public relationship. Unlike the extant studies that used mechanic and reactive interactivity as criteria for evaluating home pages, Kent and Taylor`s(1998) concept of dialogical relationship through internet home pages emphasized dialogical loop as a measurement of the contribution of home pages to quality of the relationship. This study reorganized Kent and Taylor`s(1998) concept of dialogical relationship to apply to analyzing the home pages of Korean university hospitals. In this study, the PR effect of internet sites of the public institutions is not examined through the technical interactivity but as a path toward the organization-public relationship construction. Specifically, this study analyzed six internet sites of national university hospital to examine the influences of internet home pages on the images of those hospitals. The results of the current research can be summarized as follows: First, the perceived dialogical relationship of the internet site of a hospital has impacts on the perceived organization-public relationship of that hospital. Second, the perceived dialogical relationship of the internet site of a hospital has impacts on the perception of the image of that hospital. Third, the perceived dialogical relationship of the internet site of a hospital and the perceived organization-public relationship of that hospital have an effect interactively on the perception of the image of that hospital. Discussions about the results of this research are stated as follows: This study tried to reevaluate the role of internet site as a kind of PR media. Recently many PR researchers have paid attention to the effectiveness of internet sites as PR media because of their technological values in the user interaction. The effectiveness of internet sites as PR media, however, can be and must be reevaluated and reinterpreted in terms of the dialogical relationship of internet sites. In this study, I propose that the internet sites of public institutions are not only the sources of related information or the media of ``mere`` persuasion but the ``field`` of interactive experiences which form the relationship between an organization and its public.

참고문헌 (Reference)

1 한정호, "조직체의 위기상황에 대한 공중들의 인식과 공중관계성의 영향력에 관한 연구" 한국언론학회 46 (46): 21-674, 2002

2 이수범, "조직의 공중관계성이 조직 및 브랜드에 대한 태도와 구매의사에 미치는 영향에 관한 연구" 한국언론학회 48 (48): 32-60, 2004

3 김충현, "조직-공중관계성과 이미지의 관계: 행위적 관계와 상징적 관계의 상호작용" 한국언론학회 47 (47): 4-106, 2003

4 조삼섭, "조직-공중 관계 측정:Hon과 Grunig의 공중관계성 측정도구 검증을 중심으로" 한국광고학회 17 (17): 141-161, 2006

5 황용석, "인터넷 토론 활성화를 위한 ‘상호작용성’ 개념 탐구" 성곡언론문화재단 11 (11): 111-139, 2003

6 홍종필, "웹 사이트를 통한 조직-공중 관계 구축에서 효과적인 인터넷 PR의 평가 준거 마련을 위한 개념적 틀의 제안" 한국홍보학회 10 (10): 262-317, 2006

7 윤종훈, "병원 웹사이트의 e CRM 구성요인이 병원 브랜드의 경험적 가치와 브랜드 충성도 및 재방문 의도에 미치는 영향에 관한 연구" 154-159, 2007

8 조철호, "병원 웹사이트 서비스품질이 서비스가치와 고객만족에미치는 영향" 한국서비스경영학회 7 (7): 83-108, 2006

9 한정호, "방송사의 공중관계성 측정지수의 개발에 관한 연구" 4 (4): 101-131, 2000

10 황상재, "뉴미디어 상호작용성 개념의 다양성에 대한 탐색연구" (9) : 79-102, 1997

11 한정호, "기업의 공중관계성( public relationship) 지수측정을 위한 연구" 한국방송광고공사 54 : 131-152, 2002

12 차희원, "기업 이미지와 기업명성이 조직-공중 관계성과 기업 슈퍼브랜드에 미치는 영향" 한국방송광고공사 (68) : 171-199, 2005

13 차희원, "기업 명성의 개념 정립과 한국형 명성지수개발에 관한 연구" 한국방송광고공사 (64) : 259-289, 2004

14 Huang, Y. H, "Values of public relations : effects on organization - public relationships mediating conflict resolution" 13 (13): 265-301, 2001

15 Huang, Y. H, "Toward the contemporary chines philosophy of public relations : a perspective from the theory of global public relations" Quebec, Canada 1997

16 Ledingham, J. A., "Time as an indicator of the perceptions and behavior of member of a key public : monitoring and predicting organization - public relationships" 11 (11): 167-183, 1999

17 Ledingham, J. A., "The applicablility of the interpersonal relationship dimensions to an organizational context : toward a theory of relational loyalty ; a qualitative approach" 1 (1): 23-43, 1997

18 Taylor, "The Relationship between Web site design and organizational responsiveness to stake holders" 29 : 63-77, 2003

19 Kim, Y. W, "Searching for the organization-public relationship : a valid and reliable instrument" 78 (78): 799-815, 2001

20 Ledingham, J. A, "Relationship management and public relations : dimensions of an organization-public relationship" 24 (24): 55-65, 1998

21 Ledingham, J. A, "Public Relationship Management" Mahwah, NJ : Lawrence Erlbaum Associates 2000

22 Grunig, J. E., "Public Relations as Relationship Management: A Relational Approach to Public Relations. In: From organizational effectiveness to relationship indicators: antecedents of relationships, public relations strategies, and relationship outcomes" Mahwah, NJ : Lawrence Erlbaum Associates 23-54, 2000

23 김영욱, "PR 커뮤니케이션" 이화여자대학교 출판부 2003

24 김형석, "OPR 측정의 한국화 및 PR커뮤니케이션 효과변인들의 인과관계에 관한 연구" 한양대학교 2007

25 Grunig, J. E, "Image and substance : from symbolic to behavioral relationships" 19 (19): 121-139, 1993

26 Taylor, "How activist organizations are using the Internet to build relationship" 27 : 263-284, 2001

27 Hon, L. C, "Guidelines for Measuring Relationships in Public Relations" Gainesville, FL: The Institute for Public Relations 1999

28 Ledingham, J. A, "Explicating relationship management as a general theory of public relations" 15 (15): 181-198, 2003

29 Grunig, L. A., "Exellence in Public Relations and Communication Management. In: What is an effective organization?" Hillsdale, NJ : Lawrence Erlbaum Associates 65-89, 1992

30 Grunig, J. E, "Exellence in Public Relations and Communication Management. Hillsdale. In: Strategic management, public and issues" Hillsdale, NJ : Lawrence Erlbaum Associates 117-157, 1992

31 Kent, Michael L, "Building dialogic relationships through the world wide web" 24 (24): 321-334, 1998