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언론을 통한 정부PR에 관한 연구 : 서울시 홍보담당자와 출입기자의 인식에 대한 비교분석
초록
민주주의 사회에서 정부부처와 지방자치단체를 비롯해 크고 작은 정부기관들이 이른바 ‘정부PR’을 통해 공중과 끊임없이 소통한다. 특히 현장에서 정부PR의 핵심수단은 언론이다. 언론은 기관이 공식적으로 발표하는 각종 메시지와 공공정보를 보도하며 아젠다셋팅을 주도하기 때문이다. 본 연구에서는 날로 중요성이 커지고 있는 언론을 통한 정부PR의 발전방향을 모색하기 위해 서울시에 출입하는 출입기자 100명과 서울시 홍보담당자 100명에 대해서 설문조사를 실시했다. 정부PR의 핵심 실행 주체인 홍보담당자들, 그리고 그들과 상호 관계를 맺고 정보를 주고받으며 공공의 일거수일투족을 기사화하는 출입기자들이 갖고 있는 인식을 비교분석하기 위해서다. 연구결과, 홍보담당자들과 기자들 사이에 정부PR을 바라보는 확실한 인식차가 존재했다. 홍보담당자들은 스스로의 역량이나 책임감 등에 후한 평가를 하고 있었지만, 기자들은 좀 더 냉소적인 평가를 내렸다. 반면 기자들은 홍보담당자들의 공공정보 게이트키핑 같이 언론에 대한 정보통제와 직결되는 부분에 대해 민감한 모습을 보였다. 언론관계와 관련한 전략에 대해 출입기자들과 홍보담당자들 모두 ‘보도자료를 비롯한 발표메시지’를 최우선으로 꼽았지만, 그 다음으로 많았던 응답에선 차이를 보였다. 홍보담당자들은 ‘기자와의 관계’를, 기자들은 ‘기관장과 언론의 관계’를 꼽았기 때문이다. 홍보담당자들은 본인들에게 주어진 업무 중 기자와의 관계와 관련된 업무 비중이 크고 중요하다고 인식하는 반면, 기자들은 홍보담당자의 업무에서 기관장의 언론 관계에 대한 비중이 크다고 인식하고 있다는 분석이 가능하다. 본 연구는 위와 같은 분석 결과를 토대로 언론을 통한 정부PR의 효과성과 전문성을 높일 수 있는 방안을 논의하고 후속 연구가 나아가야 할 방향을 제시하고자 했다.
Abstract
In a democratic society, various government agencies including the central government ministries and local governments constantly communicate with the public through “government public relations (PR).” The media is key means of communication for the government. It is because the media play a leading role in the agenda-setting by reporting a variety of messages announced by the government authorities. Based on a survey of 100 PR practitioners working for the Seoul Government and 100 journalists, this study compared the perceptions of government PR between PR practitioners, the main agents of government PR, and the journalists, who cover the government’s every move while interacting with PR practitioners for information. In so doing, the aim of the study was to identify a development direction of the government PR through the media whose level of importance continues to grow at a rapid pace. According to the survey, there was a clear difference in the perceptions of government PR between the PR practitioners and the journalists. The PR practitioners rated their abilities and responsibilities generously, but the journalists’ perceptions were relatively cynical. On the other hand, the journalists were sensitive to items directly related to the PR practitioners’ information control on the public information such as gatekeeping. For the government-media relationship strategies, both groups rated “official announcements such as press releases” as their top priority while there was a difference in their opinions for the second priority, which was “relationship with journalists” for the PR practitioners and the “relationship between the chief of government agency and the media” for the journalists. The results show that PR practitioners recognize that the relationship with journalists are an important part of their work whereas the journalists recognize the that the relationship between the chief of government agency and the media is an important part of the work of the PR practitioners. This study aimed to discuss the most suitable ways to improve the effectiveness and professionalism of government public relations and present the best direction for further studies based on the analysis of the results above.
Keywords:
Government Public Relations, Public Relations Practitioner, Policy Public Relations, PR Specialists, Press Relations키워드:
정부PR, 홍보담당자, 정책홍보, 홍보전문가, 언론관계Acknowledgments
This thesis was revised and supplemented after summarizing author’s master's thesis of Graduate School of Journalism at Korea University in 2020(이 논문은 저자의 2020년도 고려대학교 언론대학원 석사학위 논문을 요약해 수정, 보완하였습니다).
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