The purpose of this study is to analyze the level of public relations(PR) organization in Office of Education based on Excellence Theory by Grunig to activate public relations(PR) in Office of Education and to identify the effects of 6 factors of public relations(PR) organization in Office of Education.
For the purpose of this study, a survey was prepared by setting the 6 dimensions of 'Excellent PR Organization Evaluation Model' by Sin, Ho-chang and Son, Kyung-su(2001) based on Grunig's PR Excellence Theory as independent variables and PR evaluation as dependent variables and the survey was performed on 135 PR respondents in various schools under Chungcheongbuk-do Office of Education.
The hypotheses set in this study are as follows.
Hypothesis 1. 'PR Strategy Operation' will make positive (+) influence on PR.
Hypothesis 2. 'PR Knowledge Base' will make positive (+) influence on PR.
Hypothesis 3. 'Communication System' will make positive (+) influence on PR.
Hypothesis 4. 'Status of PR Organization and Office-wide Supports' will make positive (+) influence on PR.
Hypothesis 5. 'Appropriateness of PR Organization Members' will make positive (뉘 influence on PR.
Hypothesis 6. 'PR Budget' will make positive (+) influence on PR.
The results of the study through empirical investigation with the above hypotheses are as follows.
The factors influencing PR out of excellence evaluation model factors are PR strategy, PR knowledge, Status of PR Organization and Appropriateness of Members, which confirms Hypothesis 1, 2, 4 and 5.
However, communication and PR budget is found not to influence on PR, which rejects Hypothesis 3 and 4.
Additionally, the level of influence of factors influencing PR is; Appropriateness of Members 0.580, PR Operation Strategy 0.366, PR Knowledge Base 0.262, Status of Organization and Office-wide Supports 0.208.
Based on the above results, the following implications for policy are induced.
First, in Office of Education, PR members should be enforced for better PR. Especially expertise in PR should be improved through recruitment of appropriate human resources, establishment of open public servant system, introduction of term system and special recruitment of experienced professionals.
Second, Chungcheongbuk-do Office of Education needs to enforce PR knowledge to enhance the level of PR organization. To do this, more PR experts should be recruited through open type recruitment to increase ratio of PR majoring staffs, perform professional training for PR organization staffs and establish a system letting the trained people work in PR organization for a certain time.
Third, Chungcheongbuk-do Office of Education needs to expand PR budget to enhance the level of PR organization. Although PR budget is found not to influence on PR, it seems that the use of budget is biased to media support rather than in PR. Therefore, various media should be explored for familiar but fresh PR attracting residents' participation and attention and PR budget should be expanded so that Office of Education policy and brand PR could be enforced.