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0°ÇÀÇ Èı⺸±âÁ¤Ã¥ PR ¹× ¸í¼º°ü¸®¿¡ °üÇÑ Âü°íÀÚ·áÀÔ´Ï´Ù.
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 ÁֹΠÅõÀÚÀÚ Áö¿ª»çȸ °ø°ø±â°üÀÇ °ü·Ã °øÁßµé 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 ½ÇÆÐ °øÁßÀÇ Áö³ªÄ£ ±â´ë ÁÖ¿ä°øÁß°úÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç ½ÇÆÐ identity ¹®Á¦ image ¹®Á¦ Á¶Á÷ Á¤Ã¼¼º/ ºñÀü ¹®Á¦ Á¶Á÷±¸Á¶/Àü·« ½ÇÆÐ ceo ¹®Á¦ Á¶Á÷¹®È ¹®Á¦ ³»ºÎ Ä¿¹Â´ÏÄÉÀÌ¼Ç ¹®Á¦ »ç¾÷ ¹× Á¤Ã¥¼º°ú ½ÇÆÐ 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¯ÈÇØ¾ß 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× ȯ°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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