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1?. PR ?? 1. PR? ??? ?? 2. PR? ?? 1) ?? 2) ??? ?????? 3) ?? ??? ?? 3. PR ??? 1) PR ?? 2) PR ?? 3) PR ????
???? ¢Ù PR? ??(publicity)? ???? ????. ¢Ú PR? ??? ??? ????(??, ??? ??????, ?? ??? ??)? ????. ¢Û PR ???(??, ??, ????)? ????.
1. PR? ??? ?? Public Publicity Relations ? ???? ? ??(ºëˆó) ? ???? ?? ??? ? ?? ??? ??? ?? ? ??? ?? ?? ? ?? ??? ?? ??? ??
1. PR? ??? ?? Public Relations ??? PR ?? ? ?? ? ??? ??, ?? ?? ? ????? ???, PR? ? ??? ???? ?? ? ?? ???. ??? ??? ??? ?? ? PR? ?? ?? ? ?? ??.
2. PR? ?? ? ??? ??? ??? ?? ?? ??? ??? ????, ?? ?? ? Public ?? ?? ? ??? ??? ???? ????, ?? ????? ??? ? ???? ??/?? ?? Relations (by Public Relations News) Public ? ??? ?? ??? ?? ??? ????? ???? ?? ????? ????? ???? ?? Relations (by ??PR??) ? ???? ???? ???? ??? ????? ???, ??? ??? Public ???? ?? ??? ??? ?????? ? ????? ??? ?? ??? ??? ?. ? PR? ??? ???? ?? ????? ??? ? Relations (by ??PR??)
2. PR? ?? ? ??? ??? ??? ??? ??? ???(publics) ???? ?? ? Public ??? ??(mutually benefical relationships )? ???? ?? Relations ?? ?? ??(the management function ) (by Cutlip, Center & Broom) ? ??? PR? ?? ??? ??? ???, ?? ?????¡­ PR??.. ?? ?? ??(PRÖ÷)? ??? ????? ?? ??? ???? ??? ??????? ?? ?? ???? ??? ???? ???? ?? ?? ?? ?? ??
2. PR? ?? 1) ?? ??(public) PR??? ??? ??? ??? ?? ?? ??????(stakeholders) ?? ?? (internal publics) ?? ?? (external publics)
2. PR? ?? 2) ??? ?????? ???? ??? ?????? (two-way communication) Feedback Feedback
2. PR? ?? 3) ?? ??? ?? ?? ??? ?? (mutually beneficial relations)
Pr ?? 1? pr??
3. PR ???
3. PR ??? 1) PR ?? ?? ?? ? ??? ??? ????? ???? ???? ????, ? (Reputation Management) ?? ??? ?? PR(corporate public relations) ?? ?? ?? ? ??-???? ??? ??? ??? ???? ???? ?? (Issue Management) ??, ????, ????, ???? ?? ??? ?? ?? ?? ? ??? ????? ?? ??? ???? ??? ????, (Crisis Management) ?? ?? ???? ???? ??? ????, ??? ?? ???? ??? ???? ???? ???? PR ??
3. PR ??? 1) PR ?? ?? ?? (Crisis Management)
3. PR ??? 1) PR ?? ?? ?? (Crisis Management)
3. PR ??? 2) PR ?? ??? ???? PR ?????? ??? ?????? ?? ???? ??, ?? ??, ???? ??, ?? ??, ??? ? ?, ??? ?? PR ???? ??? ? ??(4?-9?) 3) PR ???? PR?? ??? ???? ?? ???? ??? ???? ?? ???? PR ???? ???. ?? ?? ???? ?????, ????, PPL, ?? ??, ?? ?? ?? ??(10?-14?)
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  • 1. 1?. PR ?? 1. PR? ??? ?? 2. PR? ?? 1) ?? 2) ??? ?????? 3) ?? ??? ?? 3. PR ??? 1) PR ?? 2) PR ?? 3) PR ????
  • 2. ???? ¢Ù PR? ??(publicity)? ???? ????. ¢Ú PR? ??? ??? ????(??, ??? ??????, ?? ??? ??)? ????. ¢Û PR ???(??, ??, ????)? ????.
  • 3. 1. PR? ??? ?? Public Publicity Relations ? ???? ? ??(ºëˆó) ? ???? ?? ??? ? ?? ??? ??? ?? ? ??? ?? ?? ? ?? ??? ?? ??? ??
  • 4. 1. PR? ??? ?? Public Relations ??? PR ?? ? ?? ? ??? ??, ?? ?? ? ????? ???, PR? ? ??? ???? ?? ? ?? ???. ??? ??? ??? ?? ? PR? ?? ?? ? ?? ??.
  • 5. 2. PR? ?? ? ??? ??? ??? ?? ?? ??? ??? ????, ?? ?? ? Public ?? ?? ? ??? ??? ???? ????, ?? ????? ??? ? ???? ??/?? ?? Relations (by Public Relations News) Public ? ??? ?? ??? ?? ??? ????? ???? ?? ????? ????? ???? ?? Relations (by ??PR??) ? ???? ???? ???? ??? ????? ???, ??? ??? Public ???? ?? ??? ??? ?????? ? ????? ??? ?? ??? ??? ?. ? PR? ??? ???? ?? ????? ??? ? Relations (by ??PR??)
  • 6. 2. PR? ?? ? ??? ??? ??? ??? ??? ???(publics) ???? ?? ? Public ??? ??(mutually benefical relationships )? ???? ?? Relations ?? ?? ??(the management function ) (by Cutlip, Center & Broom) ? ??? PR? ?? ??? ??? ???, ?? ?????¡­ PR??.. ?? ?? ??(PRÖ÷)? ??? ????? ?? ??? ???? ??? ??????? ?? ?? ???? ??? ???? ???? ?? ?? ?? ?? ??
  • 7. 2. PR? ?? 1) ?? ??(public) PR??? ??? ??? ??? ?? ?? ??????(stakeholders) ?? ?? (internal publics) ?? ?? (external publics)
  • 8. 2. PR? ?? 2) ??? ?????? ???? ??? ?????? (two-way communication) Feedback Feedback
  • 9. 2. PR? ?? 3) ?? ??? ?? ?? ??? ?? (mutually beneficial relations)
  • 12. 3. PR ??? 1) PR ?? ?? ?? ? ??? ??? ????? ???? ???? ????, ? (Reputation Management) ?? ??? ?? PR(corporate public relations) ?? ?? ?? ? ??-???? ??? ??? ??? ???? ???? ?? (Issue Management) ??, ????, ????, ???? ?? ??? ?? ?? ?? ? ??? ????? ?? ??? ???? ??? ????, (Crisis Management) ?? ?? ???? ???? ??? ????, ??? ?? ???? ??? ???? ???? ???? PR ??
  • 13. 3. PR ??? 1) PR ?? ?? ?? (Crisis Management)
  • 14. 3. PR ??? 1) PR ?? ?? ?? (Crisis Management)
  • 15. 3. PR ??? 2) PR ?? ??? ???? PR ?????? ??? ?????? ?? ???? ??, ?? ??, ???? ??, ?? ??, ??? ? ?, ??? ?? PR ???? ??? ? ??(4?-9?) 3) PR ???? PR?? ??? ???? ?? ???? ??? ???? ?? ???? PR ???? ???. ?? ?? ???? ?????, ????, PPL, ?? ??, ?? ?? ?? ??(10?-14?)
  • 16. ??? ? ?? ¢Ù PR? ??? ????? ?? ??(publicity)? ??? ????? ¢Ú <?? 1-5>? ?? ?? ??? ??? ?? ??? ??? ??? ? ????? ¢Û 1?? ??? PR ???? ?? ?? ??? ??? ???? ???? ? ???? ? ?? PR ?????? ?????
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