국정소통 담당 공무원의 정부PR 역량평가 및 전문성교육 필요성 인식 비교 = CONTENTS : The Perception Gap of PR Officers between Their Capacity Evaluation and Necessity for Education -On the Five Major Areas of PR

다국어 초록 (Multilingual Abstract)

Considering the rapidly changing digital media environment, the continuous effort for training or retraining communication specialists of the government is very important. In order to improve their educational system, we asked the government PR staffs to evaluate their capacity and educational priorities on the five major PR areas; analysis and planning, media relations, new media, evaluation, issue & crisis management. According to the survey results, PR staffs perceived the importance of learning opportunities for analysis & planning, issue & crisis management and controlling new media, in this order. However, taking account of current capability of their departments, the most needed training program is for new media. However, for the necessity of new media education, there are perception difference between PR managers and staffs. This study contributes to empirical guidelines for training system of government communicators.

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