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부산·울산·경남 지역 원자력 발전 PR 커뮤니케이션의 현황과 미래 : 전문가 서면 인터뷰를 중심으로

The Future Public Relations Strategies for Nuclear Power Plant Acceptance in Busan, Ulsan, and Kyungnam Province : Based on the Written Interview for Experts

광고PR실학연구 v.12 no.1 , 2019년, pp.168 - 204   http://dx.doi.org/10.21331/jprapr.2019.12.1.007
최창식, 황성욱

Korean people perceive that nuclear power plant (NPP) is economic and highly efficient in producing electricity, whereas they are quite concerned about the potential risk of NPP. This inconsistency is a negative factor against accepting NPP. It produces diverse social conflict around NPP, which interrupts the Korean government to plan a long-term and systematic national energy strategy. This study investigates efficient public relations communication strategies to offset the perceptive inconsistency. Particularly, this study interviewed various communication scholars and practitioners in order to check the current public relations situations and suggest desirable public relations strategies. Experts pointed that public relations for enhancing the NPP acceptance have not been efficiently performed in both the whole country and many regions. They also criticized that public relations messages are mostly one-way communication. Interviewees regarded the efficiency of NPP, technical advance, and pro-environmental image as strength and opportunity factors for enhancing NPP, whereas they pointed out concerns about safety and distrust resulting from the corruption issue around nuclear power as weakness and threat factors. Experts emphasized that practitioners should widely perform two-way communications and actively build and maintain favorable media relations. They claimed that nuclear power industry and its practitioners could recover trust by doing so. In addition, they suggested various and specific public relations strategies for NPP acceptance in terms of education, media channels, and message.

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