As the information society has emerged, the public’'s understanding of the government policy has been improved and they started to demand various policies. And the government started to make changes to its policy public relations from the past one which the government announced and executed unilaterally.
Besides, the rapid development of IT technology has led to change the environment of public relations to use online media. The online media with the characteristics of two-way communication has become the very useful communication method for the government to form public opinions related to the policy when the importance of the policy public relations to the public has been emphasized.
This study is about an effective online policy public relations with actively using online media which aims at the two-way communication when the importance of policy public relations to the public who has strengthened the desire to participate in policy decision has been emphasized.
In Korea, despite the development of online media, the current public relations activities of two-way communication between the government and the public are not enough. Based on on-line participation activity of the public, which was written on ‘'Global E-government Readiness Report 2005’' by UN in 2005, the on-line policy publications activities of the Participatory Government are staying on the level of providing information and E-questions. In other words, the system of the on-line policy public relations and contents haven’'t induced the public participations positively. To establish and perform the policy successfully, the understanding and trust from majority of the public are required, also it has to induce the public’'s positive participations. Therefore, with studying on the excellent online policy public relations examples from foreign countries especially from the view of the public participation, I suggest that the Korean government reinforce ‘'on-line debate’', which would make it possible for the public to participate in the whole process of policies. And furthermore I propose three strategic methods to revitalize 0n-line policy public relations in relations with the current online policy PR system of Participatory Government, which are shown as followings.
First, It is proposed to build a single portal of government online policy proposal and discussion , which is linked to state affairs briefing site in pursuit of political portal as a window of political data and information. And an unified governmental on-line political proposal and a portal for political debate have to be proposed for people to propose policies based on their own examples and to check to be collected their opinions.
Second, by connection between PCRM, on-line political proposal and debating portal, political service for people is proposed. By organizational connection between the first proposal, on-line political suggestion and debating portal and PCRM, the communication about policies with more people will be accomplished.
Finally, a space where provides consults service related to policies with internal and external political specialists and institutes is proposed. By helping and guiding people who feel difficult with the information which is provided by the government and lose interests, it can induce a active participation in decision-making process.