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On the Effectiveness of Social media for the Public Relations of Korean Government Ministries

Affiliations

  • Department of Advertising and Public Relations, Honam University, South Korea 417 Eodeungdaeno, Gwangsan-Gu, Gwangju - 62399, Korea, Republic of

Abstract


Objectives: This study investigates the practical effectiveness and foresees the perspectives of social media for the public relations of South Korean government who tries to improve the linkage of communication between government ministries and citizens. Methods/Statistical Analysis: This study begins with the research and analysis of the effectiveness of SNS operation and management in Korean government ministries through surveys. Besides, the survey was practiced and classified by the priority on the 6 types of SNS contents produced by Korean government ministries : ‘Associated knowledge and information’, ‘Event/Ads/Campaign’, ‘Policy information’, ‘Friendship/Daily life’, ‘News/Movement/Notice’ and ‘Inquiry/Answering’. Findings: The result of survey revealed characteristics and effectiveness of SNS operation activities as follows. The content type of Outstanding Group maintains a wellbalanced and harmonious in every level. The content type of Passionate Response Group is leaning toward knowledge and information associated with ministry policies. The content type of Dialogue Lack Group depends on the oneway communication such as event, advertising. The content type of Response Shortage Group is overly weighted toward Friendship/Daily life and Inquiry/Answering. The content type of Activity Lack Group focuses on one-sided communication; News/Movement/Notice. Concerning the characteristics of SNS traits, Korean government ministries need to establish the ‘ubiquitous communication system’ with public and provide the ‘sufficient political service ’for the better management of public relations. In conclusion, Korean government ministries should increase the two-way communication with people to participate in the decision-making of policy for the better results. To achieve these goals, it is necessary to take the advantage of SNS traits and provide a proper incentive to the ‘active’ users or officials who have accomplished a good performance with good ideas. Improvements/Applications: This study points out that new environment of PR needs the change of government communication system to accept the opening and sharing of data or information and public participation in decision-making with protection of privacy while providing useful content, credibility and security.

Keywords

Government, Participation of Policy, PR, Social Media, SNS.

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