이 연구에서는 국가 보건의료의 핵심 기관인 질병관리본부의 신뢰도 제고에 기여할 홍보 커뮤니케이션 전략을 모색했다. 연구 결과, 질병관리본부만의 역할을 설명할 수 있는 핵심 메시지를 개발하고, 홈페이지 Q&A 게시판을 활성화시켜야 하는 것으로 나타났다. 또한, 질병관리본부에 대한 내·외부 관련자들의 인식 차이를 줄여야 하며, 체계적이고 신뢰할 수 있는 홍보 활동 지표를 마련해야 하는 것으로 나타났다. 연구결과를 바탕으로 실무적으 로 유용한 논의를 전개했다.
The present study was conducted for investigating more effective PR strategies to improve people’s credibility toward Korea Centers for Disease Control and Prevention (KCDC) which is one of the major health-related governmental organizations in Korea. In the results, there was a clear need for developing the core messages which could explain the crucial roles of KCDC among Korean public. The participants in this study also pointed out that we need to make the Q&A discussion board on the KCDC’s website be more interactive. In addition, it was found that the gap between the people inside and outside of KCDC in terms of the perceptions toward the organization. Finally, many participants suggested preparing some reasonable ways to evaluate the PR performances, so that government officials could have more chances to work with better PR agencies. There were discussions not only for producing academic research, but also for making actual plans for specific PR strategies to promote governmental organizations.
문제의 제기 이론적 배경 연구방법 연구결과 결론 및 논의 참고문헌
