조직의 윤리적 조건과 PR 실무자의 윤리적 행동 및 효과성 간의 관계에 대한 연구 -직무만족, 직무열의, 전문가 정체성 인식에 대한 영향을 중심으로

유선욱 ( Sun Wook Yoo ) 한국PR학회 2013 PR연구 Vol.17 No.1

This study focuses on the organizational ethical conditions, ethical behavior, and the effectiveness of PR practitioners and examines the relationship between them. Specifically, the study empirically examines that how the organizational ethical conditions and the characteristics of individual PR practitioners or their organization affect ethical behaviors and job satisfactions, job engagement, and professional identity perception which are the effectiveness variables of PR professionals. As a result, ethical system and the support of top management had a significant effect on the ethical behaviors of PR practitioners. Work experience among individual attributes, the variable block of ethical system, and ethical behaviors had a significant influence on job satisfaction. Futhermore, all the variable blocks had a significant effect on job engagement except the organizational characteristics and ethical system variables and ethical behaviors of PR practitioners are found as most influential predictors. Regarding the perception of PR professional identity, the effects of all the variable blocks were found to be significant except the organizational characteristics and the top management support. The regression model with the most explanatory power of predictors on effectiveness of PR practitioners was the one on job engagement and the second one was the job satisfaction model. This study has a significance because by looking into the factors that enhance ethical behaviors of PR practitioners, it not only focuses on the specific conditions related to ethics that organizations need to meet but also examines the influence of those conditions. Also, this study identified that ethical factors need to be considered in order to improve the effectiveness of PR practitioners. Furthermore, while preceding researches had only focused on the job satisfaction variable, this study is meaningful as it extended the discussion about the effectiveness variable of PR practitioners by examining new variables such as job engagement or professional identity perception.

대학의 PR과 대학생의 학업 성취

유선욱(Yoo, Sun-Wook),박혜영(Park, Hyeyoung) 한국언론학회 2018 한국언론학보 Vol.62 No.5

6차산업 활성화를 통한 농업·농촌의 가치 제고

유선욱(Sun Wook Yoo),류시영(Si Young Ryu) 한국관광연구학회 2015 관광연구저널 Vol.29 No.12

This study is intended to discuss PR communication measures to enhance the value of agriculture.rural communities from a perspective of activating the sixth industry. The results are as follows: first, the support of related policies for the sixth industrialization and a degree of its professionalism are still not sufficient enough in Korea, nor does it approach strategically in the respect of consumer communication. Second, it was stressed that the sixth industry plays an important and effective role to enhance the value of agriculture. It was also found that above all else, enhancing the value of the first industry is important, and the development of the third industry through building positive relations with consumers contributes to the sixth industry’s enhancing the value of agriculture. Third, from the perspective of communication, it can be concluded that the success of the sixth industry results from successfully conveying the core values of the first industry, adopting storytelling effectively, offering educational and connector programs to attract customers, and making best use of the media. Fourth, based on the results of the present study, it was further discussed that for PR measures to help enhance the value of agriculture and grow awareness of the importance of agriculture, it is essential to stress the importance of gaining customers’ trust respectively in the first, second, and third industry, to work with stakeholders involved cooperatively, to intensify customer-centered communication, and to activate rural tourism and rural experience.

제약 기업 명성 척도 개발에 대한 연구

유선욱 ( Sun-wook Yoo ),박혜영 ( Hyeyoung Park ) 한국PR학회 2017 PR연구 Vol.21 No.5

The purpose of this study is to develop a reputation scale of pharmaceutical companies through discussing factors compromising reputation. Through literature research, this study discusses the reputation scale generally applied to corporations and reputation factors required to pharmaceutical companies for their sustainability. As a result of the scale development, three reputation factors are finalized with 29 items. Those are 'corporate sustainability management', 'R&D leadership' and 'patient-centricity'. They have been confirmed as a reliable and valid scale by conforming confirmatory factor analysis and nomological network analysis. This study extends the researches on corporate reputation by deriving reputation factors related to characteristics, social roles, and corporate values of pharmaceutical companies from a specific industrial point of view. In particular, the reputation scale of pharmaceutical companies finalized in this study includes R&D leadership and patient-centricity dimensions, which have emerged as important factors in pharmaceutical industry in recent years. It is meaningful that this study is to develop integrated quotient to measure the reputation of pharmaceutical companies from ‘corporate’ and ‘patient-centric’ perspective. This reputation quotient can be applied to the reputation enhancement strategy and business model for pharmaceutical companies.

대학-학생 공중 관계, 대학생의 학업 열의, 학업 성취 간의 관계에 대한 연구

유선욱 ( Sun-wook Yoo ),박혜영 ( Hye-young Park ) 한국PR학회 2016 PR연구 Vol.20 No.3

This research applied the theory of OPR(Organization-Public Relationship), a main paradigm in PR study, on university context. The study examined how the quality of university-student relationship affects students’ study engagement empirically and academic achievement, and verified their relationship by establishing structural equation modeling. The results showed the university-student relationship: commitment, control mutuality, and trust-except satisfaction-had statistically significant effects on study engagement, while ‘commitment’ only had a statistically significant effect on academic achievement. Also, it was found that study engagement had significantly affected academic achievement, and the model showed explanatory power as high by 43%. When it came to the mediation effect of study engagement, study engagement fully mediated the relationship of university-student relationships between control mutuality and academic achievement. And, The partial mediation effect was found the relationship between commitment and academic achievement. Based on these results, this research has put emphasis on the role of university in managing relationship with their key public, students, to make academic achievement through study engagement. Furthermore, the study suggested theoretical, practical implications requiring proper efforts from universities to increase sustainability in the future.

PR학에서의 우수이론의 전개와 우리나라에서의 연구경향

유선욱 ( Sun Wook Yoo ),신호창 ( Ho Chang Shin ) 한국PR학회 2014 PR연구 Vol.18 No.1

As it has been more than 10 years since the research on the excellence theory was completed, this study examines the significance and development of excellence theory, and examines how excellence theory has been applied by public relations scholars on studying South Korea organizations. After discussing the status and the significance of excellence theory in the field of Public relations research, this research reviews the diagnosis model of excellence public relations which was developed based on the situation of organizations in South Korea. Furthermore, this study looks into the research trends applying excellence theory in Korea. The total of 10 studies reviewed show departmental level is best focused and effects of excellent public relations is least studied among the four levels of program, department, organization and effect of excellent public relations. Regarding the method of research, most studies have conducted quantitative research on public relations practitioners working in governments and public institutions. Meanwhile, only a few studies have reviewed how public relations excellence contributes to public relations practices rather than organization development. Regarding the evaluation on PR department status and professionalism, there was significant difference between practitioners in such organizations as corporations and NGOs and practitioners in government or public institution. Based on research trends of applying excellence theory in Korea, this study suggests ways to enhance the excellence of public relations department in Korea and discusses the future directions of excellence theory research.

사내 커뮤니케이션 기풍적 요인과 조직 구성원간 신뢰와의 관계에 대한 연구

유선욱(Sun-Wook Yoo),신호창(Ho-Chang Shin) 한국언론학회 2011 한국언론학보 Vol.55 No.3

PR실무자의 직무열의와 직무소진에 대한 연구

유선욱(Sun Wook Yoo) 한국언론학회 2013 한국언론학보 Vol.57 No.1

PR회사 보상제도에 대한 탐색적 연구 -대리이론 접근을 중심으로

유선욱 ( Sun Wook Yoo ),김장열 ( Jang Yul Kim ) 한국PR학회 2015 PR연구 Vol.19 No.1

This study reviews the status quo of the commonly practiced compensation systems in Korea’s PR industry. It discusses factors affecting the current systems, and proposes future directions aimed at further developing the industry. Twenty-three PR professionals were interviewed. Payment for PR services is normally assessed by time fees, but the payment methods vary in three types, such as monthly retainer fees, fixed project fees, and ad hoc time fees based on the hours committed per staff level. Fixed minimum fee plus additional fees, and value fees were occasionally practiced. In addition, reflecting the changes in media environment, a commission system for media buying service is practiced by some agencies. Common phenomena which occur include the increasing PR service scopes and volumes within the retainer fees, conflicts centered on the time fees between the PR firms and the clients, and the excessive requests of fee discounts and rejection of agency mark-ups. This study argues that these conflicts are related to the cut-throat competition among PR firms, trend of selecting PR firms by the purchasing department, the unfair culture (‘Gab-Eul’ culture) between firms and its clients, as well as changes in the media environment. There is a lack of understanding of the PR industry, which provides sophisticated knowledge-based services that clients often fail to acknowledge. In addition, it criticizes the short-term and sporadic relationships between the PR firms and the clients and the lack of professionalism among the PR firms and practitioners. How payment for PR services is made is not only a crucial thesis for the growth and status of theindustry, but also a key issue for the industry to achieve positive outcomes built upon a virtuous value chain. This study is significant as it publicly draws attention to these important issues as well as calling for the joint effort of the industry and the academia to open the forum for discussion.

위험지각태도와 규범이 자궁경부암 예방행동의도에 미치는 영향에 대한 연구 우리나라 여대생을 대상으로 한 RPA 모델 적용을 중심으로

조성은 ( Seung Eun Jo ),유선욱 ( Sun Wook Yoo ) 한국PR학회 2011 PR연구 Vol.15 No.1

The risk perception attitude(RPA) framework posits that 4 different attitudinal groups(responsive attitude, avoidance attitude, proactive attitude, indifference attitude) characterized by perceived risk and efficacy beliefs have differences in preventive health behaviors. This study tested the moderating effects of efficacy beliefs and the differences between 4 attitudinal groups in preventive behaviors of cervical cancer among university women. To extend the purview of the RPA framework, it additionally examined the role of subjective norm as a social influence with two variables-perceived risk and efficacy beliefs- in the RPA framework. Data(N=309) were collected from women university students in Seoul. Results pertaining to 2 preventive behaviors, intention to HPV vaccination and intention to seek information, are reported in this study. The interaction effects between perceived risk and efficacy beliefs were not significant, and 4 attitudinal groups had significant differences in intention to HPV vaccination and intention to seek information. The responsive group had the strongest intention, and the indifferent group had the weakest intention in both preventive behaviors. Furthermore, the main effects of perceived risk, efficacy belief and subjective norm, were found in both preventive behaviors, and the interaction effect between perceived risk and subjective norm was found only in intention to HPV vaccination. The differences in intention to HPV vaccination between the university women with high and low subjective norm were significant in the proactive group and indifferent group. Implications of health campaign for prevention of cervical cancer are discussed, particularly the need to segment attitudinal groups and to specify messages to each group. Also, the campaign strategies to induce HPV vaccination and information seeking by enhancing subjective norm in 4 attitudinal groups are suggested.