第三共和國의 政府 PR의 現況
저자
발행기관
학술지명
권호사항
발행연도
1971
작성언어
Korean
KDC
051
자료형태
학술저널
수록면
181-208(28쪽)
제공처
소장기관
Public relations is a vital tool of adjustment, interpretation, and integration between individuals, groups, and society. Today public understanding and support is basic to existence in our competitive system, and the writer believes that maladjustment in the field if government is based on the misunderstanding of realities and communication processes.
The three main elements of public relations are practically as old as society itself: informing people, persuading people, and integrating people with people. However, the means and methods of accomplishing these ends have greatly changed as society has changed. At the same time, the constant and recognizable goal pf public relations activities-good will-is always presents.
Public relations as an activity over the year are a response to the problems facing an institution. Administrations need to explain governmental operations and activities to citizens who were affected by them. The work of the departments and agencies on all governmental levels must be interpreted. Administrators need to find out what citizens consider the shortcomings of the agencies and what methods might be used to improve them. This is the practical, two-way function of public relations applied to government.
This thesis seeks to give a broad, over-all view of government public relations in Korea, excluding the area of external (foreign) public relations. The problem of writing a thesis on ROK government PR was immense since the securing of the necessary facts and data in statistically usable form was almost impossible.
The thesis consists of six parts. The first part is introductory. Its purpose is to explain why this sort of work should be undertaken. There is no easy approach or solution when dealing with government public relations in contemporary society.
The second part is devoted to democracy and public information. The study of public relations activities of the government eventually leads to the problem of what is essentially required for the modernization and democratization of our country. Information is essential to a democratic society. Public relations provides the knowledge and the techniques that enable leaders to be more effective. In a democracy, leadership is dependent in understanding the public and knowing how to reach it. The citizens have a right to know what these agencies and departments of their government are doing. Democracy depends on a well-informed citizenry if government is to function successfully.
The third part is dedicated to presenting a clear picture of the past and present of the ROK government public relations. Also, this part handles the comparative study of political systems, and the organization of the public information department, past and present.
To provide the background for a better understanding of government public relations today, this part begins with a survey of the development of a public information system from 1945 to the present time, showing how the exigencies of modern life have created a demand for specialists in public relations.
The difference between the First Republic (Liberal Days) and the Second Republic(Democratic Days) represents two extremes: the Liberals can be characterized by their authoritarianism and the Democrats by their liberalism. The Third Republic may be characterized by its extensive use of mass communication media for the purpose of government public relations.
The fourth part deals with realities of the Third Republics government public relations. This part handles the analysis of public information administration of the ROK: policies, organizations, budgets, personnel and media.
Important to an understanding of government public relations is a knowledge of how and why it developed as an activity. As the impact and extent of government increases, the need for adequate communication between public officials and citizens becomes more urgent.
The fifth part is an attempt to analyze the mass communication media used for the government public relations after the May revolution. The writer seeks to discuss the various tools of public relations used.
While many think that government information work consists exclusively of news releases to commercial news media, the government agencies are compelled to use a variety of media to reach their general and specialized publics. External periodicals, informational brochures, motion picture films, filmstrips, slides, etc. are needed to carry the agencies' messages. The government information men use speakers and exhibits for national fairs to give the publics the facts about the services of their agencies and to educate them about community, industrial, or other problems with which the government agencies deal.
In this section the study is divided into three major parts: the publishing field, the broadcasting field, and the field of motive, exhibition, special event and research.
Finally, in the sixth part, the thesis concludes with a presentation of the improvement of government public relations here in Korea, indicating some obstacles to the effective operation of the government public relations policy.
Significant factor to be considered for the future fruitful implementation of the government public relations programs, besides organization, budget and manpower, is the scientific formulation of systematic and continuous policies.
As a result of this study the writer has become convinced that the existing public relations activities to of the government require many changes or modifications in the future. One such modification is that the strengthening of public opinion surveys and other research tools is necessary to obtain the information required for future public information activities.
The writer hopes that this kind of study will make a useful contribution to the foundation of constructive policy formation in a modern public relations system in Korea, while at the same time benefiting and stimulating students to further research in this influential field.
Interspersed throughout the thesis are 14 charts and graphs which present trends in government public relations activities and expenditures over the period 1945-1970.
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