인터넷 홈페이지를 활용한 국가홍보방안 : 국내.외 Site 사례분석 중심으로

다국어 초록 (Multilingual Abstract)

In this modernized society where old communication environment is
being replaced with new media, the emergence of Internet is
attributable to significant changes in various fields. The Internet has
become one of major interactive communication media which have
changed the old concept of passive recipient of information transmitted
by a producer.
The purpose of this study is to investigate the concept, the
characteristic, etc of Internet PR, which is situated on the new media
of PR of in the Digital Age and is to judge the possibility of utilizing
the Internet as the Next PR media and is ultimately to try to find the
PR method of State using Internet Home page through the analysis of
the present condition of using the Internet.
This paper first compares PR activities using the Internet Home
Pages of three countries including Korea among each other. Also
Four home pages are studied for their content and composition,
optimization and navigation style. In addition, this study includes the
analysis table including the general thing, communication, user
interface in operating the Internet Home Page.
The result of this study is as follows:

The method of improving the Internet Home Page for Korea PR is
as follows:
1. The Internet Home Page should be included the useful information
to the users and play an important part in providing the
information as the Network Gateway.
2. The user interface should be considered.
3. The Internets interactive communication should be actively
realized.
4. The Media section should be activated provide for the Internet
crisis.

The method of activating the Internet PR is as follows:
1. The PR media should be enlarged.
2. The PR medium should be utilized organically with interlinking
3. One-stop service system should be built.

The Internet is an indispensable PR medium which States can not
afford to ignore. When adopting the Internet homepages, PR strategy
should be established after thorough enough analysis. As suggested
above, if common and differentiating characteristic are always being
monitored and analyzed and its own unique strategy is established,
Internet can function as a successful tool for PR strategy.