PR실행에 관한 연구: 메시지, 타이밍, 공중 접촉, 매체를 중심으로 = Study on Executing PR: Focusing on Message, Timing, Contact, and Media

다국어 초록 (Multilingual Abstract)

Executing PR is actualizing 2W2H. 2W2H is a phrase abbreviating ``What to say,`` ``When to say,`` ``How to contact,`` and ``How to deliver.`` In other words, it is about making and delivering a message with the concepts of ``when,`` ``to whom,`` and ``with which medium.`` It is the stage of executing internal decision-making related to PR, and the process of executing PR planning papers prepared through the stages of researching and action planning. The ability of forming a message can be extended through exercising message forming, and it consists of ``30-3-30,`` ``building a message house,`` ``EOB,`` and ``forming a message at a crisis.`` Setting proper timing can be divided into absolute timing and relative timing. Contacting targeted public requiresquickness, two-way communication, understanding the public`s feelings and emotions, overcoming prejudice and stereotypes, and forbearance of using negative words. Selecting and using media requires reminding ``2 hours S-R media policy`` and the principle of ``small efforts make big results`` to increase the level of relationship with the media.