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문철수(Chul-Soo Moon) 한국방송학회 2003 한국방송학보 Vol.17 No.2
2003학년도 대학입시 결과 나타난 수험생 수보다 대학 입학정원이 더 많은 이른바 ‘대입정원 역전현상’으로 인해 각 대학들마다 신입생 유치를 위한 PR 활동이 최대 당면과제로 부각되고 있다. 이와 같은 상황하에서 대학들은 예비 대학생인 청소년층에 가장 높은 침투율을 보이고 있는 인터넷을 활용한 PR 방안 수립에 주목하고 있다. 따라서 본 연구는 대학의 주요 PR 매체로 등장하고 있는 인터넷의 효율적인 활용을 위해 우리나라 주요 대학의 홈페이지에 대한 컨텐츠 비교 분석을 근간으로, 대학 PR 차원에서의 인터넷 웹사이트 구성의 발전적인 제안을 시도하고 있다. 분석결과 각 대학이 제공하는 주요 컨텐츠는 ① 각종 게시판 및 안내 사이트를 통한 입시정보제공, ② 장학제도와 교환학생 제도 등 각종 특전 소개, ③ 수험생들의 미래를 예측할 수 있는 동문들의 활약상과 진로 안내, ④ 학교의 역사 및 각종 자랑거리 소개, ⑤ 수험생과 재학생, 졸업생 등 대학 전체 공중들을 묶어주는 각종 커뮤니티의 활성화 등이었다. 이러한 분석결과를 토대로 논의해볼 때 향후 대학의 홈페이지는 컨텐츠의 양적인 확대보다는 이용자들이 진정 원하는 질적으로 우수한 정보제공을 통해 웹사이트에 대한 접근성과 유용성을 향상시켜야 할 것으로 본다. It is expected that a total number of students for this year's enrollments in universities lacks the quorum. Accordingly, the major task of almost all the universities is to induce the new enrollees. One of the PR plans the universities have drawn up is to utilize the Internet which is the most popular medium among young people. This study examines the contents of the web sites managed by major universities. By doing so, it attempts to make some proposals for an effective use of homepage in terms of PR. This study finds out that the contents provided by the university web sites for the most part ate (1) various kinds of bulletin boards and notifications for admission applicants, (2) introducing such special favors as scholarships and exchange programs, (3) presenting activities of an alumni and future directions of prospective students, (4) making a formal introduction of the history and advantages of the university, and (5) diverse types of community for uniting prospective and current students and an alumni. Based on the findings, this study recommends the university web site improve the accessibility and utility of the Internet users, paying more attention to the qualitative aspects of information.
문철수 ( Chul Soo Moon ) 한국PR학회 2002 PR연구 Vol.6 No.1
PR(Public Relations) in Government is communicational activity in order to improve relationship with the people by attracting the people`s interest and belief in the nation and national organizations. However, PR in Korean Government has been regarded as a one-sided promoting activity of government policy. PR in Government could not attract the people`s interest under the military government continued for 32years because it had been made unilaterally in order to advertise the government. Especially, Korean Government has made PR in Government by suggesting symbolic policy rather than by delivering real help to the people. This symbolic PR policy contains two purposes : persuading people in order to hold positive mind about legitimacy of the government and making them follow government policy. For example, `Government of People`, preceded by `Civilian Government`, which achieved a real change in the Government party and the Opposition party also focuses on suggesting symbolic policy including the `Second Nation-Building`, and the symbolic PR is still regarded as an effective method for Korean. In the analysis of the past Korean Government`s PR, it is summed that the PR executives has put special stress on the image improvement of the highest man of power using ambiguous symbolic expressions. Therefore, PR executives who have got the principle of administration supermacy during past time, should recognize the recent social circumstances by themselves and make an effort to support desirable government and people. After then, they could recover the faith which has fallen down.