Title page
Abstract
Contents
Introduction 11
Chapter I. Theoretical Background 15
A. The Concept of International PR 15
1. The Concept and the Theoretical Background of International PR 15
2. The Purpose of International PR 17
3. Importance of International PR 19
B. Basic Strategy of International PR & Management Model 20
1. Basic Strategy of International PR 20
2. Management Model of International PR Activities 23
Chapter II. International PR Strategy that appeared in International Sports Events Bidding 27
A. International PR Strategies in Local International Sports Events Bidding 27
1. 2011 Daegu IAAF World Championships in Athletics 27
1-1. Main details in activities 27
1-2. Main International PR Strategy 28
2. 2014 Incheon Asian games event 29
2-1. Main details in activities 29
2-2. Main International PR Strategy 31
B. International PR Strategy examples in Foreign International Sports Events Bidding 32
1. 2012 London Olympic 32
2. 2008 Beijing Olympic 33
Chapter III. International PR Strategy in Pyungchang Winter Olympic Games Bidding 35
A. Pyungchang Winter Olympic Campaign Overview 35
1. Introduction 35
2. Pyungchang Winter Olympic Games Effects 37
2-1. Economical Effects 39
2-2. Effects in sports industry 42
2-3. Effects in tourism industry 43
2-4. Effects on cultural society 44
2-5. Other effects 44
B. International PR strategy Conditions & Problems in Pyungchang Winter Olympic Campaign Bidding 45
1. International PR Strategy Conditions 45
2. Problems in International PR Strategy from 2010 Pyungchang Olympic campaign Bidding 48
2-1. Uncertainty in the Goal & Vision 48
2-2. Lack of precise recognition in international PR 49
2-3. Problems in image of the nation 50
2-4. Uniform thoughts 51
2-5. Lack of expertise 51
C. International PR Strategy in 2014 Pyungchang Winter Olympic campaign Bidding 52
1. Changed details of international PR strategy 52
2. Achievements in International PR Strategy through 2014 Pyungchang Winter Olympic campaign Bidding 56
2-1. Setup of core International PR Strategy (intense campaign determination & internal agreements) 56
2-2. Indirect International PR through holding International Sports Events 57
2-3. Contract with International PR Consulting Representative 59
2-4. Acquiring International PR strategy through internet homepage 60
2-5. No restriction against International PR experts 61
2-6. Display of symbolism such as peace Olympic 63
2-7. Promote U-Pyungchang Project 64
Chapter IV. International PR Strategy for International Sports Events Bidding in Korea 66
A. Intensifying International PR Activities 66
1. Constructing National Image 66
2. Constructing International Cooperative System 68
3. Developments of diversified and reasonable PR applications 69
4. Raising the Image of the Site 71
B. Consolidation plans for Domestic Campaign of PR Activity 72
1. Use of PR effect in circulation format 72
2. Advance preparation to the possible problems occurring after the holding 73
Conclusion 75
국문초록 77
Bibliography 80
[Table-1] 22nd Pyungchang Winter Olympic Games Overview 36
[Table-2] IOC Income details 38
[Table-3] History of Olympic expenditures (Unit=million US$) 38
[Table-4] Economical Effects from Olympic 40
[Table-5] Economical Effects from main international competitions 41
[Table-6] Economical Effects of Pyungchang(Unit : 100 million) 42
[Table-7] Looking back at 2010 Pyungchang Winter Olympic Campaign Bidding 46
[Table-8] Evaluation report of candidate cities appointed by IOC (Out of 10) 54
[Table-9] Comparison of 3 candidate cities 55
[Table-10] Survey Result in 2014 Pyungchang Winter Olympic 57
[Figure-1] Diagram of International PR 25
[Figure-2] Pyungchang Winter Olympic Bid Application Process 37
[Figure-3] International Competitions to Host 58