초록 ▼

1. 연구 배경 및 목적
□ 연구 배경
○ 세계화의 급속한 진행에 따라 국가브랜드 구축은 국가경쟁력 제고에 결정적인 역할을 하는 변수가 됨
○ 더욱이 최근 들어 우리나라는 그 어느 때보다도 해외홍보의 수요가 많으며, 국제적 위상이 제고될 수 있는 좋은 기회를 갖게 됨
○ 그러나, 우리나라의 해외홍보 활동은 다양한 해외홍보의 내용과 브랜드화 전략이 미비하고, 문화홍보 중심의 해외홍보 정책이 지배적이며, 해외홍보 업무가 분산되어 수행되고 있음
□ 연구 목적
○ 이론적으로, 해외홍보의 의의와 전략을 논의함

1. 연구 배경 및 목적
□ 연구 배경
○ 세계화의 급속한 진행에 따라 국가브랜드 구축은 국가경쟁력 제고에 결정적인 역할을 하는 변수가 됨
○ 더욱이 최근 들어 우리나라는 그 어느 때보다도 해외홍보의 수요가 많으며, 국제적 위상이 제고될 수 있는 좋은 기회를 갖게 됨
○ 그러나, 우리나라의 해외홍보 활동은 다양한 해외홍보의 내용과 브랜드화 전략이 미비하고, 문화홍보 중심의 해외홍보 정책이 지배적이며, 해외홍보 업무가 분산되어 수행되고 있음
□ 연구 목적
○ 이론적으로, 해외홍보의 의의와 전략을 논의함
○ 외국사례로, 미국과 영국의 해외홍보 체계를 개관함
○ 해외홍보의 내용 측면에서, 해외홍보의 범위를 문화홍보를 넘어 정책 홍보의 차원으로 확대할 경우 이에 포함될 수 있는 홍보 콘텐츠를 발굴함
○ 해외홍보의 전달체계 측면에서, 범정부 차원의 통합적인 해외홍보 전달체계의 방안을 분석함
□ 연구 방법
○ 본 연구는 문헌검토, 전문가 심층 인터뷰, 전문가 설문조사 등 세 가지 자료수집방법을 통해 수행함

Abstract ▼

With growing globalization, global PR system is a very critical aspect of national competitiveness. Current government took a positive step for it, including the establishment of the Presidential Council on Nation Branding in 2009 as a central strategy development and coordination apparatus. However

With growing globalization, global PR system is a very critical aspect of national competitiveness. Current government took a positive step for it, including the establishment of the Presidential Council on Nation Branding in 2009 as a central strategy development and coordination apparatus. However, the global PR service delivery system in Korea has been met with many criticisms.
This research aims to look at the following research questions. First, what PR strategies Korean government needs for an effective global PR? Second, what would be effective ways of branding Korean public policies for global PR and what policies are promising candidates? Third, in what way Korean government should develop an integrated ervice delivery system for global PR of Korea? In order to answer to these questions, this study conducted in-depth interview with PR practitioners in the Korean government and survey targeting experts on government PR.
First, this study found that one of the main weaknesses Korean global PR system has is the lack of a main government branch, which plays the role of a control tower for global public relations on behalf of the country. Meanwhile, the Korean wave, which is the increase in the popularity of South Korean entertainment and culture, is the most important opportunity Korea can take advantage of.
For the effective global PR of Korea under the weakness and opportunity, this study suggests the PR practitioners identify target publics through segmentation. Typically, practitioners divide publics in terms of demographic, geographic, and psychographic data. In addition, especially for global public relations, several factors such as culture nd political system, an economic development level should be taken into consideration. Based on the result of the in-depth interview, an economic development level was found to be the adequate segmentation variable for the global PR. According to the level of economic development of the nation, public policy products and services should be delivered differently and strategically.
For underdeveloped/developing countries, awareness increase, positive attitude formation, and national credibility building are set as the objectives. In order to accomplish the objectives, strategies for awareness and credibility building are suggested. For developed countries, the suggested PR objectives are increase of awareness and interest, image correction, attitude formation, and credibility and reputation building. Strategies of a bilateral communication, relationship management, national credibility, global issue priority, and reputation management are suggested.
Effective tactics should be nation- and culture-specific so that target nations can share the cultural codes and meaningful resonance. Online and offline tactics to bring participation and two-way communication are recommended in order to build and maintain mutually beneficial relationships.
Second, this study suggests several strategies of branding Korean public policy/administration for effective global PR: branding Korean ublic policies through modularizing and documenting Korean experiences and practices.; through hosting international public and eople diplomacy forums; through implementing ODA and KSP programs; through developing and formalizing global education networks such as global MPA programs, global E-School systems, and global SNS networks. Energy policies, performance management policies, regional development policies are promising candidates for these strategies of global PR.
Third, this study suggests several strategic alternatives of organizing the global PR service, as ways of integrating the fragmented global PR institutions.
Particularly, regarding the issues and challenges of integrating global PR services, this paper makes an examination in three dimensions. For policy-centered integration, it suggests a stronger coordination mechanism for the Presidential Council on Nation Branding, via a budgeting process. As a way to program-centered integration, it suggests rationalization of the overlapping or similar programs among the agencies by joint planning, programming, and reorganization. To integrate the institutions from the aspect of service-delivery, it suggests unifying oversee branches of the agencies and case management strategy.

목차 Contents

• 표지 ... 1
• 발간사 ... 4
• CONTENTS ... 6
• 표목차 ... 8
• 그림목차 ... 11
• 국문요약 ... 12
• 영문요약 ... 20
• 제1장 서 론 ... 24
• 제1절 연구배경 및 목적 ... 25
• 제2절 연구범위 및 방법 ... 28
• 제2장 해외홍보의 의의와 전략 ... 34
• 제1절 해외홍보의 의의 ... 35
• 제2절 국가이미지와 국가브랜드 ... 43
• 제3절 행정마케팅과 홍보 ... 52
• 제4절 국가 해외PR 기획 과정 및 전략 ... 68
• 제3장 해외사례 분석 ... 126
• 제1절 미국 ... 127
• 제2절 영국 ... 151
• 제3절 시사점 ... 164
• 제4장 해외홍보의 내용 ... 170
• 제1절 문제제기 ... 171
• 제2절 문화홍보를 넘어 정책홍보로 ... 173
• 제3절 정책홍보의 내용 및 개선안 ... 176
• 제4절 정책홍보의 개선안에 관한 분석 ... 189
• 제5장 해외홍보의 전달체계 방안 ... 202
• 제1절 우리나라 해외홍보 전달체계의 현황 ... 203
• 제2절 해외홍보 전달체계의 통합 방안 ... 268
• 제6장 결론 및 제안 ... 294
• 참고문헌 ... 306
• 부록 ... 318
• 끝페이지 ... 378