ScholarWorks@숙명여자대학교

초록

The study examined the general public’s perception on public relations image and its purpose. The study explored the public’s perception using open-ended questions instead of closed questionnaire to explore natural image on public relations. The results showed that public perceive as image making, self-promotion, packaging, management of corporate image, and persuasion when it comes to public relations. The most respondents equated advertising with public relations, did not distinguish them. Most perceived that the advertising and public’s role are the same in terms of function. The results suggest that general public’s perception on public relations differ from the theoretical definition in academia. The theoretical words such as two-way communication, control mutuality, organization-public relationship in public relations seem to be quite different from public’s perception. The public’s present perception on public relations seems to hinder the theoretical advancement on public relations in Korea. The study suggests that Korean public relations academia needs to activate open discussion on college department name, public relations curriculum, name of public relations professionals. Furthermore, the public relations scholars need to elaborate public relations definition, difference between public relations and Hong-Bo, organization-public relationship in Korea.

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