PR 실무자와 언론인의 사적 관계에 대한 중요성 인식과 PR 직업 윤리에 대한 상호 인식
Interpersonal connections and business ethics : A comparative study of perceptions of public relations practitioners and journalists toword public relations business ethics
- Resource Type
- Article
Text
- Authors
- 김영욱; 윤하나; Yungwook Kim; Hana Yoon
- Source
- PR연구(구 홍보학연구), 08/31/2004, Vol. 8, Issue 1, p. 302-338
- Subject
- PR 직업 윤리
상호 지향성
사적 관계
Public relations business ethics
Co-orientation
Interpersonal connections
- Language
- 한국어(KOR)
- ISSN
- 1229-2869
The purpose of this study is to compare how public relations practitioners and journalists perceive public relations business ethics. Interpersonal connection becomes an important variable in this process. The co-orientation model is applied to compare the perceptions of both sides. A self-administrated questionnaire was sent to public relations practitioners and journalists. Two hundred twenty nine questionnaires were collected for data analysis. The results included as follows: First, public relations practitioners' perceptions toward public relations business ethics are different from journalists'. Each side misunderstood the other's perception. Public relations practitioners' estimates were more positive than journalists'. Furthermore, public relations practitioners guess journalists' perceptions more positively and journalists guess public relations practitioners' perceptions more negatively. Second, interpersonal connection was not an influential variable in the comparison process. However when the importance of interpersonal connection is considered, public relations practitioners understood the journalists' perceptions more accurately. Accurate perceptions should be the prerequisites for maintaining professional relationships between public relations practitioners and journalists. Public relations practitioners and journalists need to narrow down the level of misunderstanding in many aspects of public relations business ethics from the study results.