This study aims to search for the public relations(PR) strategies in nonprofit organizations from the viewpoint of integrated marketing communication(IMC). Several aspects such as the marketing of nonprofit organizations and the necessity to them of PR, the concept of IMC, and PR on the internet wer...
This study aims to search for the public relations(PR) strategies in nonprofit organizations from the viewpoint of integrated marketing communication(IMC). Several aspects such as the marketing of nonprofit organizations and the necessity to them of PR, the concept of IMC, and PR on the internet were examined in the literature for this study. The subjects of survey were people in charge of PR and the web masters of nonprofit organizations. Above all, the effects of the traditional direct or indirect PR were studied, and the awareness of people in charge of PR using different media were investigated. Based on the results of the survey, the author tried to suggest the degree of awareness of the effects of Internet homepages as a new PR means and the prospective effects of Internet PR being used limitedly in nonprofit organizations. The first research topic was 'the degree of awareness to media of people in charge of PR'. Seven PR methods such as pay ads, press reports, newsletters, events, handbooks, posters or boards, souvenirs were investigated and the results were analyzed to find out the effectiveness of each means for PR by grading. As a result, the subjects responded that the seven means were all effective for PR by unifying and improving the image of the nonprofit organizations with high points, on average, being given to each item. Among them, press reports, newsletters and events recorded a higher grade in points than the other means did, especially with press reports which recorded the highest in most items concerning them. That means people in charge of PR and web masters rely most on the effectiveness of press reports for publicity. However, these PR tools recorded a low grade on the question concerning 'their ability to facilitate inter-communication between the organizations and people' and 'being effective in itemizing the subjects of publicity into several groups'. That shows the present PR methods result in a one-way communication. Thus, people in charge of PR in nonprofit organizations are requested to try to find an appropriate media or tools fit for their own organizations' character or purpose. Groping for more appropriate PR tools by applying several tools rather than one or two is necessary for nonprofit organizations to achieve their ultimate purpose of PR. The second research topic was 'how people in charge of PR and web masters are aware of IMC through the Internet.' The author analyzed the response of subjects to find what they think about the effects of PR through Internet sites and how much they realize the necessity of IMC for improving the image of their organizations and forming a cooperative relationship with people. As a result of the analysis, seven out of the nine questions related to the PR effects through Internet sites recorded over 4.0 points on average respectively, which means that the subjects are aware of the positive PR effects using the Internet. They responded that Internet PR would be effective especially for these aspects: 'unifying the images of organizations', 'efficient inter-communication between organizations and people' and 'substituting other publicizing tools' which are the main principles of IMC. This result represents the possibility of a bright future for Internet PR in nonprofit organizations. On the other hand, they gave quite high points in the item, 'economical in respect of expense' concerning the effects of Internet PR', which suggests that Internet PR could be an important tool to overcome the tough situation in nonprofit organizations which are forced to utilize PR tools limitedly according to the limitation of budget, while the necessity of PR increases in the environment of changing marketing situations and consciousness of the public. IMC could be conceptualized as a kind of philosophy of administration rather than a kind of theory or model. The realization of IMC in PR of nonprofit organizations could be achieved without difficulty if only the awareness of the executive or people in charge of PR is improved.
This study aims to search for the public relations(PR) strategies in nonprofit organizations from the viewpoint of integrated marketing communication(IMC). Several aspects such as the marketing of nonprofit organizations and the necessity to them of PR, the concept of IMC, and PR on the internet were examined in the literature for this study. The subjects of survey were people in charge of PR and the web masters of nonprofit organizations. Above all, the effects of the traditional direct or indirect PR were studied, and the awareness of people in charge of PR using different media were investigated. Based on the results of the survey, the author tried to suggest the degree of awareness of the effects of Internet homepages as a new PR means and the prospective effects of Internet PR being used limitedly in nonprofit organizations. The first research topic was 'the degree of awareness to media of people in charge of PR'. Seven PR methods such as pay ads, press reports, newsletters, events, handbooks, posters or boards, souvenirs were investigated and the results were analyzed to find out the effectiveness of each means for PR by grading. As a result, the subjects responded that the seven means were all effective for PR by unifying and improving the image of the nonprofit organizations with high points, on average, being given to each item. Among them, press reports, newsletters and events recorded a higher grade in points than the other means did, especially with press reports which recorded the highest in most items concerning them. That means people in charge of PR and web masters rely most on the effectiveness of press reports for publicity. However, these PR tools recorded a low grade on the question concerning 'their ability to facilitate inter-communication between the organizations and people' and 'being effective in itemizing the subjects of publicity into several groups'. That shows the present PR methods result in a one-way communication. Thus, people in charge of PR in nonprofit organizations are requested to try to find an appropriate media or tools fit for their own organizations' character or purpose. Groping for more appropriate PR tools by applying several tools rather than one or two is necessary for nonprofit organizations to achieve their ultimate purpose of PR. The second research topic was 'how people in charge of PR and web masters are aware of IMC through the Internet.' The author analyzed the response of subjects to find what they think about the effects of PR through Internet sites and how much they realize the necessity of IMC for improving the image of their organizations and forming a cooperative relationship with people. As a result of the analysis, seven out of the nine questions related to the PR effects through Internet sites recorded over 4.0 points on average respectively, which means that the subjects are aware of the positive PR effects using the Internet. They responded that Internet PR would be effective especially for these aspects: 'unifying the images of organizations', 'efficient inter-communication between organizations and people' and 'substituting other publicizing tools' which are the main principles of IMC. This result represents the possibility of a bright future for Internet PR in nonprofit organizations. On the other hand, they gave quite high points in the item, 'economical in respect of expense' concerning the effects of Internet PR', which suggests that Internet PR could be an important tool to overcome the tough situation in nonprofit organizations which are forced to utilize PR tools limitedly according to the limitation of budget, while the necessity of PR increases in the environment of changing marketing situations and consciousness of the public. IMC could be conceptualized as a kind of philosophy of administration rather than a kind of theory or model. The realization of IMC in PR of nonprofit organizations could be achieved without difficulty if only the awareness of the executive or people in charge of PR is improved.
주제어
#IMC 공공기관 마케팅 PR
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