PR 전문가 창의성에 영향을 끼치는 PR 대행사 업무요인에 관한 연구 = A Study on the Influence of the Work Environments on the PR Practitioners` Creativity -Focused on Novelty and Relevance

다국어 초록 (Multilingual Abstract)

In spite of the importance of PR creativity in the PR fields, relatively few studies focused on the PR creativity and influence of work environments on PR creativity. This study analyzed the effects of work environments including internal communication, resources, organizational culture, and empowerment. The results showed that causal conversation, organizational culture, and resources strongly affected the confidence of creativity in terms of novelty; whereas, official work-related conversation, organizational culture, and resources influenced the PR creativity in terms of relevance. According to the results, PR agencies, which try to build the PR creativity, are advised to nurture the open culture and free conversation with colleagues based on friendship. The implication of this study is to initiate the PR creativity based on academic research and to find the effects with statistically significant methods. The future study should focus on the thorough examination of ingredients of PR creativity and benefits for agency as a result of promotion of creativity.

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