Public Relations Case Studies In Korea
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Public Relations Case Studies In Korea
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Author : 원우현
language : ko
Publisher: 커뮤니케이션북스
Release Date : 2022-12-08
Public Relations Case Studies In Korea written by 원우현 and has been published by 커뮤니케이션북스 this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-08 with Business & Economics categories.
* 이 책의 본문은 영어로 작성되었습니다. 이재용의 사과문, 코로나19 한국 언론 보도 코로나19 이후 한국형 PR 전략, 사례로 배운다 ≪한국에서의 PR 사례(Public Relations Case Studies in Korea)≫는 한국의 PR 현상을 영어로 설명한 책이다. 한국의 경제 규모가 세계 10위권으로 높아졌고 한국의 PR 학계와 업계 또한 단기간 내에 괄목할 만한 성장을 거두었음에도 불구하고 국제 사회의 기대에 부응하는 외국어로 된 한국 PR 서적은 극히 미미한 실정이다. 이 책은 이러한 아쉬움을 달래주기에 부족함이 없을 것이다. 이 책의 대표적인 특징을 간추려 보면, 첫째로 ‘사례 연구(Case Study)’ 중심의 책이라고 할 수 있다. 국내외를 가리지 않고 PR에 관한 저술은 이론 중심의 학술서가 주종을 이루고 있다. PR학의 발전을 위해서는 개념과 이론에 대한 논의와 연구가 필수적이지만 당장 실무 차원에서 지식과 교훈을 얻고자 하는 이들에게는 유용성에 대한 공감을 이끌어내기 어려운 부분이 있었다. 이 책은 이러한 점을 고려해 단순한 PR 이론서를 지양하고자 했다. 우리 주변에서 벌어지고 있는 다양한 실제 사례들을 도마 위에 올려놓고 PR 차원에서의 문제점 분석과 대안 제시를 특징으로 하고 있다. 그것도 따끈따끈한 최신 사례 중심이다. 제시된 사례들은 커뮤니케이션 관리에 성공한 사례뿐만 아니라 실패한 사례도 담아 균형 있게 타산지석의 시사점을 얻고자 하였다. 취급 분야 역시 사기업뿐만 아니라 공공 분야, 개인 등 다양한 분야를 망라하였다. 둘째, 이론적 심층성을 겸비했다. 이 책은 사례 연구를 중심으로 다뤘지만, 단순한 실용서에 그치지 않는다. PR 분야에 초보적인 독자뿐만 아니라 전문 연구가에게도 유용하다. 흔히 실용서는 이론적 논의가 취약한 경향이 있다. PR 일반론에 대한 상당한 지식을 갖고 있고 보다 심화된 지식 습득을 희망하는 독자까지 고려해 이 책에서는 주요 개념과 이론에 대한 핵심 중심의 설명에 더해 ‘심화학습(In-depth Study)’ 코너를 별도로 마련했다. 한국 PR 현상에 관심이 지대한 연구자와 학습자들에게 유용한 정보와 지식을 제공할 수 있을 것으로 기대된다. 이 책은 1차적으로 한국 사회에서의 커뮤니케이션에 관심을 갖고 있는 외국인 독자들에게 유용할 것이다. 국제 사회에서 한국의 비중이 높아지면서 한국에 진출하거나 한국 사회를 대상으로 비즈니스를 하는 해외 기업들이 많다. 이들이 성공적으로 기업 활동을 하기 위해서는 효과적인 커뮤니케이션 관리는 필수적이다. 이제는 양질의 제품을 저렴하게 파는 것으로 시장에서 승부를 거는 시대는 지났다. 한국의 시장에서 성공하려면 한국사회와 한국인의 정서를 올바로 이해하면서 효율적으로 커뮤니케이션을 하는 것이 필수적이다. 이 책의 내용이 적지 않은 시사점을 제공해 줄 수 있을 것이다. 한국의 대학교에서 커뮤니케이션을 배우는 외국인 학도들에게도 이 책이 길잡이가 될 수 있음은 물론이다. 한국인 학도들 중에 외국어로 한국 커뮤니케이션 현상을 배우는 경우도 점차 증가하고 있는데 그 동안 적절한 교재를 찾기 어려웠다. 이들에게도 큰 도움이 될 수 있을 것이다. 동시에 현대적 의미의 커뮤니케이션 이론이 미국 등 서구 중심으로 발달해 오면서 한국 등 사회문화적 특성과 정서가 상이한 동양사례에 대한 분석과 논의는 상대적으로 제한되어 온 것이 현실이다. 이 책은 국제 커뮤니케이션 학계의 이론적, 실무적 논의의 지평을 확장하는데도 일조할 것으로 기대된다.
Public Relations Case Studies In Korea
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Author : U-hyŏn Wŏn
language : en
Publisher:
Release Date : 2022
Public Relations Case Studies In Korea written by U-hyŏn Wŏn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Communication categories.
Public Relations Strategy
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Author : U-hyŏn Wŏn
language : en
Publisher:
Release Date : 2010
Public Relations Strategy written by U-hyŏn Wŏn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Public relations categories.
"Here is a lucid, comprehensive PR case analysis of predominantly Korean examples. Prof. Won reveals an essential, practical formula to solving the complexity in communication strategy."--Back cover
Public Relations Cases
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Author : Danny Moss
language : en
Publisher: Routledge
Release Date : 2010-07-16
Public Relations Cases written by Danny Moss and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-16 with Business & Economics categories.
This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The cases demonstrate the breadth of modern public relations practice and the increasing importance and sophistication of this function both in public and private sector organizations. This second edition of Public Relations Cases builds on the success of the previous edition to offer new insights into the changing face of contemporary public relations and the development of PR and communication strategies. The book also examines: The use of social media and blogging as a communications medium The growing importance of corporate social responsibility programmes Local authority identity change High profile international charitable fundraising Sports sponsorship Property sector PR. Featuring cases from around the world, including the UK, India, Korea, Demark, Croatia and the US, this book is an invaluable resource for teachers, researchers and students working in public relations, corporate communication and public affairs.
Strategies In Public Relations
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Author : Woo Hyun Wŏn
language : en
Publisher:
Release Date : 2010
Strategies In Public Relations written by Woo Hyun Wŏn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Public relations categories.
Global And Multicultural Public Relations
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Author : Juan-Carlos Molleda
language : en
Publisher: John Wiley & Sons
Release Date : 2019-06-05
Global And Multicultural Public Relations written by Juan-Carlos Molleda and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-05 with Business & Economics categories.
An overview of the practice of strategic global and multicultural public relations in various sectors Global and Multicultural Public Relations offers students an expert overview of specific public relations practices, focused on strategic analyses of actual case studies and real-world examples. Emphasizing practice rather than theory, this valuable resource explores innovative communication programs that are designed to address culturally-diverse communities worldwide. The five-step strategic public relations process—formative research, planning, implementation, evaluation, and stewardship—is extensively examined and applied to a variety of scenarios, helping students understand the realty of modern public relations practice. All aspects of public relations practice, including media relations, government relations, employee communications, and shareholder relations are covered to help students gain solid foundational knowledge. Broad in scope, this textbook identifies and describes the strategy formulation and implementation process in private, government, non-profit, and various other sectors. Academic and trade articles, book chapters, original case studies, and new primary research offer students a realistic and sophisticated approach to global public relations. Figures, tables, photographs, and charts illustrate each topic, while highlighted learning objectives and key points, discussion questions, and framed sections on ethical considerations and best practices strengthen student comprehension. Employs a real-world approach to public relations principles, practices, and strategies Focuses on global public relations rather than outdated nation-centered models Fills a gap in current literature on multinational and multicultural public relations Explains the public relations strategies that are best suited for each sector Includes summary sections that contain suggested readings and supplemental online links Designed for upper-level undergraduate and graduate students, Global and Multicultural Public Relations is an ideal textbook for courses in international public relations, global communication, public relations management, and multinational management, as well as business, political sciences, and public administration.
Handbook Of Research On New Media Applications In Public Relations And Advertising
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Author : Esiyok, Elif
language : en
Publisher: IGI Global
Release Date : 2020-08-07
Handbook Of Research On New Media Applications In Public Relations And Advertising written by Esiyok, Elif and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-07 with Business & Economics categories.
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
The Global Public Relations Handbook Revised And Expanded Edition
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Author : Krishnamurthy Sriramesh
language : en
Publisher: Routledge
Release Date : 2009-01-13
The Global Public Relations Handbook Revised And Expanded Edition written by Krishnamurthy Sriramesh and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-01-13 with Business & Economics categories.
Expanding on the theoretical framework for studying and practicing public relations around the world, The Global Public Relations Handbook, Revised and Expanded Edition extends the discussion in the first volume on the history, development, and current status of the public relations industry from a global perspective. This revised edition offers twenty new chapters in addition to the original contents. It includes fourteen additional country- or regionally-focused chapters exploring public relations practice in Africa, Asia, Europe, and the Americas. Contributors use a theoretical framework to present information on the public relations industry in their countries and regions. They also focus on such factors as the status of public relations education in their respective countries and professionalism and ethics. Each country-specific chapter includes a case study typifying public relations practice in that country. Additional new chapters discuss political economy, activism, international public relations, and United Nations public affairs.
Public Relations Case Studies From Around The World 2nd Edition
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Author : Judy VanSlyke Turk
language : en
Publisher: Peter Lang Incorporated, International Academic Publishers
Release Date : 2017
Public Relations Case Studies From Around The World 2nd Edition written by Judy VanSlyke Turk and has been published by Peter Lang Incorporated, International Academic Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Organizational behavior categories.
The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice - from public diplomacy to corporate social responsibility to community relations to tourism to fundraising. They include «best practices» of multinational corporations, non-governmental organizations and governmental agencies around the world.
Elaborating The Concept Of Public Relations Roles And A Test Of Its Utility
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Author : Jounghwa Choi
language : en
Publisher:
Release Date : 2007
Elaborating The Concept Of Public Relations Roles And A Test Of Its Utility written by Jounghwa Choi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Public relations categories.