이재용의 사과문, 코로나19 한국 언론 보도 등의 한국에서의 PR 사례를 국내외 최초로 영문으로 소개한다. 이 책은 기업의 사회적 책임과 위기관리를 고려한 상황별, 사례별 다양한 대응 전략을 보여줌으로써 비전공자도 현장 문제를 전문가 수준에서 해결할 수 있도록 PR 관리의 기초 이론을 단계적으로 설명하며, 최신 사례와 깊이 있는 분석을 담았다. 한국 PR 사례의 특수성을 이해하고 그 국제적 가치를 영문으로 읽어보자.

을지대학교 의료홍보디자인과 교수다. 고려대학교 신문방송학과를 졸업하고 연세대학교에서 석사, 한양대학교 신문방송학과에서 박사학위를 받았다. 제23회 행정고등고시(1979)를 통해 공직에 입문했다. 공보처 홍보, 기획, 방송, 신문과장, 청와대 국정홍보 담당 과장, 국장, 국정홍보처 국정홍보국장, 홍보기획국장, 대통령홍보기획비서관을 역임했다. 2004년부터 약 4년간 정부의 해외 PR 업무를 총괄하는 해외홍보원장(차관보)을 지냈다. 저서로 『30대 뉴스에서 PR을 읽다』(2019, 공저), 『이미지 관리』(2016), 『한국 사회의 위기 사례와 커뮤니케이션 대응 방법』(2016), 『위기관리의 이해』(2015), 『정부 PR』(2014), 『국가 이미지』(2013) 등이 있다. 역서로 『PR이론』(2010, 공역), 『이미지 외교』(2008, 공역)가 있고 다수의 논문을 SSCI급 국제 학술지와 주요 국내 학술지에 발표했다. 정부와 각종 기관의 PR 관련 자문 및 심사평가위원으로 활동하고 있다. 국가로부터 대통령표창, 근정포장, 홍조근정훈장을 수훈했다.

Preface to the Revised Edition
Preface

Chapter 1. Introduction of Public Relations
1. Definition of Public Relations
1) What is Relationship
2) What is Public
2. Public Relations Management
3. Purpose of Public Relations
4. Communication and Public Opinion
1) Individual Orientation
2) Co-orientation Consensus
3) Tip: The Concept of Mass
5. Public Relations Process
6. Case Studies Methods
In-depth Study 1. A Comparative Analysis of the Perception of Public Relations in Chinese and South Korean Newspapers

Chapter 2. Proactive Public Relations
1. Definition of Proactive Public Relations
2. Purpose of Proactive PR
3. Role of Proactive PR
4. What Proactive PR Practitioners Do
1) Seek Feedback and Encourage Dialog
2) SWOT Analysis
3) Scanning Environment
Case 1. SBL Project: The First Driverless Transit System in Korea
Case 2. The Response to Massive Wildfires in Goseong, Gangwon Province

Chapter 3. Employee Relations
1. Definition of Employment Relations
2. Purpose of Employment Relations
3. Roles of Public Relations
4. Keys for Effective Employee Relations
1) Trust
2) Organizational Structure
3) Internal Communication
4) Leadership
Case 3. Yuhan Kimberly: Communication with Internal Public; Sale Force
Case 4. The Baedal Minjok Crisis: Losing Sight of Original Intentions

Chapter 4. Community Relations
1. Definition of Community Relations
2. Purpose of Community Relations
3. The Roles of Public Relations in Community Relations
4. Community Program
5. Building Community Programs
In-depth Study 2. How Does the Corporate Sector Perceive Non-profit Organizations? Evidence from South Korea
Case 5. ZAYTUN Unit: Iraq Peace and Reconstruction Division
Case 6. ING: Building Brand Awareness & Creating New Awareness and New Identity to Publics

Chapter 5. Consumer Relations
1. Definition of Consumer Relations
2. Purpose of Consumer Relations
3. Roles of PR in Consumer Relations
4. Building Good Consumer Relations
1) Consumer Relations Programs
2) Dealing with Consumer’s Complaint
In-depth Study 3. Effects of Celebrity-Organization Congruence on Audience Attitudes, Preferences, and Credibility Ratings for Goodwill Ambassadors
Case 7. MISSHA: Deliver the Value to Customers
Case 8. Tire Bank: Sacrificing Customer Trust
Case 9. Namyang Dairy Products: Suffering the Consequences of a Loss of Customer Trust

Chapter 6. Media Relations
1. Definition of Media Relations
2. Purpose of Media Relations
3. Roles of PR in Media Relations
4. Guidelines for Good Media Relations
5. Guidelines for Working with the Press
6. Working with International Media
In-depth Study 4. The Samsung?Apple Patent War: Sociocultural Comparative Study of News Frames in a Business Conflict Issue
Case 10. MORGAN STANLEY: From Unknown Foreign Speculator to Common Investment Bank
Case 11. Media Reporting on the Clash between Religious Leaders and the President over COVID-19 Prevention

Chapter 7. Corporate Social Responsibility (CSR)
1. Definition of CSR
2. Purpose of CSR
3. The Benefits of CSR
1) Potential Benefits on Business
2) Potential Benefits on Communication
4. Similarities between Public Relations and CSR Process
5. How to Raise PR Outcome by CSR
In-depth Study 5. Effects of Corporate Social Responsibility on Consumer Credibility Perception and Attitude toward Luxury Brands
Case 12. The BODY SHOP
Case 13. Yuhan-Kimberly: The Huggies Wet Wipe Formaldehyde Issue and CSR

Chapter 8. Crisis Management and Communication
1. Definition of Crisis Management and Crisis Communication
1) Types of Crisis
2) Characteristic of Crisis
3) Causes of a Crisis
4) Stages of Crisis
2. Purpose of Crisis Management and Communication
3. The Role of PR in Crisis Management and Communication
4. Theories of Crisis
1) Attribution Theory
2) Apologia Theory
3) Image Restoration Theory
4) Decision Theory
5) Diffusion Theory
6) Grunig & Repper on the Excellent Theory
7) Mara and the Excellent Theory
8) Fearn Banks and the Excellent Theory
Case 14. NEIS crisis of Ministry of Education
Case 15. Crisis of BOTOX
Case 16. Taean Oil Spill Accident
Case 17. Samsung Vice Chairman Lee Jae-yong’s Public Apology for a Business Succession Scandal

Bibliography
About the Authors