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선혜진(Seon Hye-jin) 한국외국어대학교 일본연구소 2006 日本硏究 Vol.29 No.-
The aim of this article is to examine the influences of the United States and Japan on the organization and services of Korean Public Relations industry, the PR departments of Companies and advertisement agencies, PR firms. It was found that U.S. and Japanese influences could be seen in the Korean PR industry. Although these influences carne from one of the two countries, it may sometimes be difficult to exclude the influences of the other country in terms of acceptance and development and there can be a mix of influences of both countries. While PR departments of companies and advertisement agencies are similar to those in the United States in terms of tasks, it seems that they were influenced by Japan in the beginning and developmental stages. The United States and Japan individually influenced the area of PR industry or they exerted mixed influences, this contributing to settlement and development into PR industry as it is in Korea.
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정부유관기관의 해외 PR활동 현황에 관한 연구: KOTRA를 중심으로
선혜진 ( Hye Jin Seon ) 한국PR학회 2007 PR연구 Vol.11 No.3
KOTRA, or Korea Trade-Investment Promotion Agency, is a government-related organization that works to promote mutual trade and investment between Korea and the rest of the world. It plays a important role in implementing Public Relations programs together with governmental ministries, Korean Overseas Information Service, and embassies and legations abroad. This study examines the present condition of KOTRA`s overseas PR activities. It centers on the utilization of PR instruments such as Public Relations publications, exhibitions and fairs, personal exchange through invitation and dispatchment program. And it also examines the practical cases of its overseas PR, focusing on the excavation of the global leading products, ``Buy Korea,`` e-Trade Portal Site, and ``Invest Korea`` or the organization specializing in foreign investment attraction. By analyzing Public Relations activities of KOTRA, suggestions related to the future establishment of efficient Public Relations are presented.
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1960년대 한국의 PR 상황 및 사회적 수용에 대한 연구
채명진(Myung-Jin Chae),선혜진(Hye-Jin Seon) 한국언론정보학회 2006 한국언론정보학보 Vol.35 No.-
본 연구는 1960년대의 우리나라에서의 PR 상황 및 PR에 대한 사회적 수용에 대해 고찰하였다. 이를 위해 당시의 PR 개념의 수용상황과 기업 PR과 행정 PR을 중심으로 살펴보았다. 기업 PR의 경우 일반기업, 금융계, 공공기업의 PR 인식 및 실제 활동 및 수출증대를 위한 해외 PR활동을, 행정 PR의 경우 정부홍보기구 조직 및 업무, 농촌 PR활동, 경찰 PR의 고찰을 통해 1960년대에 우리나라 기업 및 행정기관들의 PR인식과 활동 상황을 살펴보고자 하였다. 당시의 PR 개념은 PR의 'PR' 필요성이 제기될 정도로 많은 부분 오용되거나 본래의 의미대로 수용되지 못했던 측면이 강하다. 기업의 PR활동은 홍보업무에 치중됨으로써 기술적 측면이 강조되었고, 특히 이 시기에는 은행과 보험업, 공공기업들에서 PR의 중요성을 인식하고 활동들을 수행해나갔으며, 수출증대를 위한 해외 PR활동을 본격적으로 행하기 위한 기반이 마련되었다. 1960년대에 정부 PR은 홍보기구의 확장과 더불어 홍보정책의 강화에 주력하였던 것이 특징적이다. 또한 농업기술 표변 지식전달과 농가생활 개선을 목적으로 농촌에 대한 PR 활동이 활발하였고, 경찰 PR 경우 공보활동을 통한 관계증진과 함께 개개 경찰관의 대민처우 방식 쇄신 측면에서 PR의 중요성이 부각되었다. This study examined Korean Public Relations trend and social acceptance in 1960s. It centers on the acceptance conditions of PR concept, corporate PR and governmental PR. It analyzed PR recognition and practical activities of the general corporations, financial institutions and public corporations in dealing with corporate PR. It also analyzed Korean governmental PR through examining the structure of governmental PR system, PR activities in rural communities and the police. In those days, PR concept had been misused to no small degree and not been accepted correctly that the necessity to let people know PR in its proper meaning was raised. Laying emphasis upon the technical side, corporate PR activities had centered on publicity. Especially, at thar time, the banks, the insurance companies and the public corporations had perceived the importance of PR and implemented a set of PR activities. It can be said that a special feature in government PR in 1960s lies in the expansion of the public information system and reinforcement of PR policies. Also, PR in rural communities had been doing to give information relating to agriculture technique and to improve the living conditions of the farm area. The importance of PR in police had been on the side of promoting relations with people and improving treatment of the people by policeman.
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채명진(Myung Jin Chae),선혜진(Hye Jin Seon) 한국언론학회 2009 한국언론학보 Vol.53 No.3
This research surveys UK policy on broadcast advertising with focus on mitigating PPL(Product in Placement) regulation and related legislation. For this purpose, the research examined revised legal provision of the EU, PPL consultation and current practice of sponsorship in UK and PPL legislation. The result showed that regulations on ‘commercial references’ including sponsorship and PPL have been alleviated substantially. Approval for sponsorship was based on principles of independence in broadcasting arrangement right, separation of advertising and broadcasting program, and ban on excessive exposure of goods and service. Specific time restriction was abolished and regulation on advertising content was also relaxed. It is evident that the approach to the issue has become far more flexible considering the basic principle to allow PPL as long as the program content and organization justifies the advertising and exposure of good or service is not excessive. By examining the case of UK, the research provides implications to set a direction of basic principle and related legislation in Korea in preparation of adopting PPL.
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