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Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó

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TZ-SHR-54296
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2012.06.02
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32 page / 585.5 KB
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1,500 Point ¹®¼­°øÀ¯ Æ÷ÀÎÆ® Àû¸³¹æ¹ý ¾È³»
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 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #4    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #5    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #6
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #7    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #8    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #9
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #10    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #11    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #12
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #13    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #14    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #15
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #16    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #17    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #18
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #19    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #20    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #21
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #22    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #23    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #24
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 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #28    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #29    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #30
 Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #31    Á¤Ã¥ PR ¹× ¸í¼º°ü¸® ¸Å´º¾ó #32    

1Àå PRÀÇ °³³ä ¹× Çʿ伺
1. Public Relations¶õ ¹«¾ùÀΰ¡
2. °ø°ø±â°üÀÇ °ü·Ã °øÁßµé
3. Public RelationsÀÇ Çʿ伺
4. Public Relations 4¸ðµ¨
5. Public Relations 5¸ðµ¨
6. È«º¸Ã¼°èÀÇ Àü¹®È­, ´Ù¾çÈ­

2Àå Á¤ºÎ±â°ü À̹ÌÁö ÁõÁøÀ» À§ÇÑ ¸í»ê°ü¸® PR
1. CI, ±â¾÷À̹ÌÁö, ±â¾÷¸í¼º
2. Identity vs Reputation

3. Image-Reputation Pyramid
4. A duality of reputation
5. Corporate Communication
6. ¸í¼º(Reputation)°ü¸®ÀÇ LOGIC LINE
7. What determines your reputation?
8. Á¶Á÷¸í¼ºÀÇ ¼ö¸³°úÁ¤
9. ¸í¼º°ü¸®ÀÇ Àå¾Ö¿ä¼Òµé
10. ¸í¼º°ü¸®¸¦ À§ÇÑ ÁÖ¿ä PR Àü·«µé

3Àå ¸í¼º°ü¸®¸¦ À§ÇÑ À̹ÌÁö º¯È­´Ü°è
1. ¸í¼º°ü¸®¸¦ À§ÇÑ À̹ÌÁö º¯È­´Ü°è

2. Building a Desired Image
3. Choosing a Desired Image
4. Changing your organization's Images
5. Á¶Á÷¸í¼ºÀÇ ³»¿ÜÀû ÇÕÄ¡
6. Communication Index
7. Reputation is Identification
8. Measuring Identification
9. ¸í¼º°ü¸®Àü·« Key Point
10. Á¶Á÷°¡Ä¡ Á¦°íÀÇ Ãà
11. 5 Identity managemnet = Reputation

*  *  *  *  ÆÀÁÖÁ¦.5 identity ¹× Àü·«¹æÇâ ¼ö¸³  Á¶Á÷ identity vs.reputation  5 identity Áø´Ü ¹× gap analysis  ¸ñÇ¥ ¹× Àü·«¹æÇâ ¼ö¸³  pr °³³ä ¹× Çʿ伺  °ø°ø±â°ü  Á¤ºÎ  ¾ð·Ð  °ø°ø±â°ü  °ø¹«¿ø µé  ½Ã¹Î´Üü µî  °¢Á¾ »çȸÀÌÀÍ´Üü  ±âŸ °ü·Ã  Á¶Á÷µé  ¹Î¿øÀÎ/  ÇØ´çÁö¿ª ÁֹΠ ÅõÀÚÀÚ  Áö¿ª»çȸ  °ø°ø±â°üÀÇ °ü·Ã °øÁߵ頠¾ð·Ð´ëÇà¾÷ ¸ðµ¨ (press agentry model)  °ø°øÁ¤º¸¸ðµ¨ (public information model)  ½Ö¹æºÒ±ÕÇü¸ðµ¨   (two-way asymmetrical model)  ½Ö¹æ±ÕÇü¸ðµ¨  (two-way symmetrical model)  public relations 4¸ðµ¨  win-win zone  1  3  2  4  °æ¿µÁøÀÇ ÀÔÀå  °øÁßÀÇ ÀÔÀå  mixed motive  ( ±Õ Çü )  ºÒ±ÕÇü  public relations 5¸ðµ¨  (±ÕÇü¿¡ °üÇÑ »õ·Î¿î Á¢±Ù)  ºÒ±ÕÇü  ÁßÀå±â È«º¸Á¤Ã¥°ú ÇÁ·Î±×·¥ ¼ö¸³  prÀü¹®°¡ÀÇ ¾ç¼º ¹× ä¿ë È®´ë  Áö¿ªÁֹΰúÀÇ ¼öÆòÀû, ½Ö¹æÀû Ä¿¹Â´ÏÄÉÀÌ¼Ç   À̽´°ü¸® ¹× À§±â°ü¸®Ã¼°èÀÇ È®¸³  ÅëÇÕ ¸¶ÄÉÆà Ŀ¹Â´ÏÄÉÀÌ¼Ç È°¿ë  ÀÎÅÍ³Ý µî ´º¹Ìµð¾î Àû±Ø È°¿ë  Á¶Á÷ Ä¿¹Â´ÏÄÉÀ̼ÇÀÇ È°¼ºÈ­  ¸í¼º°ü¸®prÀ» ÅëÇÑ ÇàÁ¤±â°ü À̹ÌÁö Á¤¸³  ·Îºù ¹× °ø°ø¹®Á¦ °ü¸®ÀÇ °­È­  Á¤ºÎ±â°ü À̹ÌÁö ÁõÁøÀ» À§ÇÑ  ¸í¼º°ü¸®pr  corporate identity  corporate reputation  Á¾¾÷¿ø  image  ÅõÀÚÀÚ  image  Áö¿ª»çȸ  image  °í°´  image  corportate image  pr  substance  perception  insiders  outsiders  centrality  distinction  enduring  change  organization  stakeholders  identity  reputation  image  image  image  image  image  referral  dominant  trial  inclination  image  familiarity  recall  recognition  image  reputation  confused  unaware  asset of organization  perception of others  reputation  ¸þºñ¿ì½ºÀÇ ¶ì  management of communication  legitimacy theory  resource-based view   explanation  (legitimacy theory)  identification  (resource theory)  organization  stakeholders/  intermediaries  identity  reputation  ÁÖ¿ä °øÁß°úÀÇ ÁÁÀº °ü°è Çü¼ºÀ» ÅëÇÑ ¸í¼º È®¸³  ¾ð·ÐÀÇ °ü½É ÁýÁß  Á¶Á÷ ÀÎÁö ¹× ÀÌÇصµ ÁõÁø   Á¤Ã¥ ¼öÇàÀÇ ¿øÈ°¼º ÃËÁø  ºñ¿ë Àý°¨ È¿°ú : Á÷¿ø ¸ðÁý È°¼ºÈ­  Á÷¿øµéÀÇ »ç±âÁøÀÛ ¹× Ã漺½É ÁõÁø  °ü·Ã ±â°ü ¹× ´ÜüÀÇ Çù·Â ÃËÁø   Á¤Ã¥ ¼º°ú ±Ø´ëÈ­·Î Á¶Á÷ ¸í¼º È®º¸  emotional  appeal  issue  performance  Á¤Ã¥¼º°ú  vision &  leadership  reputation  Á÷¿ø È°µ¿  ceo  ÀϹݸÅü/Àü¹®¸ÅüÀÇ Æò°¡  Á¶Á÷ÀÇ  ¼º°ú  »çȸ±â¿©µµ  ±¹¹Î ¸¸Á·µµ  È°µ¿ÀÇ ¼º°ú  Á¶Á÷³»ºÎ Æò°¡  Áö¿ª»çȸ  ±¹¹Î  °ü·Ã±â°ü  °ü·Ã´Üü  ÀÌÇØ°ü°èÀÚ Æò°¡  µ¹¹ß»çÅ·ΠÀÎÇÑ À§±â  ¾ð·ÐÀÇ ÆòÆÇ ¹®Á¦  ÇٽɰøÁß°ü°è ½ÇÆР °øÁßÀÇ Áö³ªÄ£ ±â´ë  ÁÖ¿ä°øÁß°úÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç ½ÇÆР identity  ¹®Á¦  image  ¹®Á¦  Á¶Á÷ Á¤Ã¼¼º/ ºñÀü ¹®Á¦  Á¶Á÷±¸Á¶/Àü·« ½ÇÆР ceo ¹®Á¦  Á¶Á÷¹®È­ ¹®Á¦  ³»ºÎ Ä¿¹Â´ÏÄÉÀÌ¼Ç ¹®Á¦  »ç¾÷ ¹× Á¤Ã¥¼º°ú ½ÇÆР crm  fund   raising  public affairs  °ø¹«¿ø°ü°è  Áö¿ª»çȸ°ü°è  image  building  ¾ð·Ð°ü°è  À̽´°ü¸®pr  ¸í¼º°ü¸®  ¸í¼º°ü¸®¸¦ À§ÇÑ   À̹ÌÁö º¯È­´Ü°è  building a desired image  choosing a desired image  positioning the organization  changing your organization¡¯s images  À̹ÌÁö º¯È­¸¦ À§ÇÑ °áÁ¤Àû ¿ä¼Ò  ceo & leadership style :   °æ¿µ»Ó ¾Æ´Ï¶ó ¸®´õ½Êµµ º¯È­Çؾߠ ÇöÀçÀÇ Á¶Á÷ À̹ÌÁö º¯È­  À̹ÌÁö º¯È­¸¦ À§ÇÑ ½ÇÇà¹æ½Ä :   ÇÇ»óÀûÀÌ ¾Æ´Ñ º¸´Ù ÇÙ½ÉÀûÀÎ °Í¿¡ ´ëÇÑ º¯È­  ÇÙ½ÉÀû °¡Ä¡ ¸íÁ¦  ¡°ÇÙ½É ÀÌÇØ°ü°èÀÚÀÇ °¡Ä¡¸¦ ÃæÁ·½ÃÅ°´Â°¡?¡±  
1´Ü°è.Á¶Á÷ À̹ÌÁö º¯È­¸¦ À§ÇÑ Æ÷Áö¼Å´× Å׸¶ ±ÔÁ¤
2´Ü°è.±âÁØ °ËÅä  
ÀÌÇØ°ü°èÀÚ °øÁß¿¡ ´ëÇØ °¡Ä¡¸¦ ºÎ¿©Çϴ°¡?
ÇöÀç Á¶Á÷´É·Â°ú °í°´ÀÎ½Ä Ãø¸é¿¡¼­ °¡´ÉÇÑ ÀÏÀΰ¡?
°æÀïÀÚ¿¡ ºñÇØ Â÷º°Á¡ÀÌ Àִ°¡?
Á¶Á÷ÀÇ Àå±âÀû ¸ñÇ¥¿¡ ºÎÇÕÇϴ°¡?
3´Ü°è.½ÇÇàÀ» À§ÇØ »çÀü¿¡ ÀÌÇØ°ü°èÀÚ °øÁßÀÇ ¹ÝÀÀ Æò°¡
1´Ü°è.ÁÖ¿ä ÀÌÇØ°ü°èÀÚ °øÁß Á¶»ç   2´Ü°è.Á¶Á÷ÀÇ ÇöÀç À̹ÌÁö¿Í ¸í¼º Á¶»ç  
3´Ü°è.ÀÌ»óÀûÀ¸·Î »ý°¢ÇÏ´Â Á¶Á÷ À̹ÌÁö¿Í ¸í¼º Á¶»ç
4´Ü°è.2´Ü°è¿Í 3´Ü°è gap analysis ¹× ÁÖ¿ä ¿øÀÎ ºÐ¼®
5´Ü°è.imt (image management team) ±¸¼º  Á¶Á÷ ¾ÆÀ̵§Æ¼Æ¼ Á¶»ç, ³»ºÎ/¿ÜºÎ °øÁßÁ¶»ç,  
´ë¾ÈÀû À̹ÌÁö ±¸¼º ¹× ½ÇÇà, ³»/¿ÜºÎ ¸¶ÄÉÆÃ, Æò°¡
6´Ü°è.½ÇÇà  7´Ü°è.Æò°¡ ¹× Àç°ËÅä  ÀϹݸÅü/Àü¹®¸ÅüÀÇ Æò°¡  Á¶Á÷ÀÇ  ¼º°ú  Á¶Á÷ Àü·«  Á¶Á÷ ±¸Á¶  Á¤Ã¼¼º  ¼º°ú  ÀÚ¿ø  internal fit  ÇٽɰøÁßÀÇ  ÁÖ¿ä°¡Ä¡  ¹×  È¯°æ À̽´  external fit  
be visible!
be distinctive!
be authentic!
be transparent!
be consistent!
express yourself!
eq  (expressiveness   quotient)  reputation builds identification   
quality of communication improves identification
personalized communication improves identification
corporate messaging affects identification   
vice versa.
»óÇ°, ¼­ºñ½º , ÀçÁ¤,   »çȸ°øÇåÇÒµ¿ µî¿¡  ´ëÇؼ­ ¸¹ÀÌ µé¾ú´Ù  ceoµµ Àß ¾È´Ù  information  availability  ³ª´Â ÃæºÐÇÑ Á¤º¸¸¦   ¾ò°í ÀÖ°í,  Çǵå¹éµµ ¸¹ÀÌ ¹Þ´Â´Ù  personalized  messaging  Á¤Á÷ÇÏ°í °³¹æÀûÀΠȸ»ç´Ù  ³ª¸¦ Á¸ÁßÇÑ´Ù  ³ª¸¦ Âü¿©Åä·Ï ÇÑ´Ù  communications  quality  ÁÁ¾ÆÇϴ ȸ»çÀÌ´Ù  ½Å·ÚÇÒ ¼ö ÀÖ´Ù  Á¸°æÇÒ¸¸ÇÑ È¸»ç´Ù  emotional  appeal  identification with company  ½ºÅ×ÀÌũȦ´õÀÇ ·Î¿­Æ¼  
Áö¿ª»çȸ, Á÷¿ø, ¾ð·Ð, ±¹¹ÎÀÇ ¸¶À½¼Ó¿¡ ¡®ÀÚ»ê(equity)¡¯À» Çü¼ºÇ϶ó
Á¶Á÷¹®È­´Â ´É·Â ÀÖ´Â »ç¶÷µéÀ» À¯Áö½ÃÅ°´Â ȯ°æÀÚ»êÀÌ´Ù
Ä¿¹Â´ÏÄÉÀ̼ÇÀº Àü·«ÀûÀ̾î¾ß ÇÑ´Ù  
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