한국 방송사 홍보담당자의 PR 활동 현황과 개선방안에 관한 연구: 조직의 운영과 직업 만족도를 중심으로 = A Study on the Development of Improvement Plans for PR Activities of Korean Broadcasting Companies: Focusing on the PR Division`s Management and PR Practitioners` Job Satisfaction

다국어 초록 (Multilingual Abstract)

This study aims to investigate the current situations of Korea broadcasting companies` Public Relations activities, and provide the improvement plans based on the analysis of survey data from KBS, MBC, SBS, and EBS PR people. The results show that PR practitioners considered the making of favorable station image and program competitiveness the main function of broadcasting companies`s PR, and they pointed out the lack of professional manpower and PR strategies as the most weak areas of PR activities. They also reported the ability to carry out the optimum media mix will be important in the near future for the effective PR. However, the main activities of broadcasting companies` PR are focused on the media relations such as press release and event productions, while the managed communication activities of PR seems to be thought a marginal function. In terms of job satisfaction, PR people are most satisfied with the PR job itself, but they are least satisfied with the organizational promotion system. These results suggest that Korean broadcasting companies need an effort to reform the current PR division`s management and set up the new PR activities`s goals and strategies.