Title page
Contents
ABSTRACT 9
CHAPTER I. INTRODUCTION 12
Issue Proposal and Study Purpose 13
CHAPTER II. THEORETICAL OVERVIEW 15
A. Policy Public Relations 15
1. Definition of Policy Public Relations 15
2. The Object and the Operation Scope of Policy Public Relations 19
B. Online Policy Public Relations 27
1. Concept of Online Policy Public Relations 27
2. Characteristics of Online Policy Public Relations Media and the Public 30
CHAPTER III. FACTORS IN THE REVITALIZATION OF ONLINE POLICY PUBLIC RELATIONS 35
A. Government Innovation and E-Government 35
1. Government Innovation through ICT 35
2. E-Government 37
B. Participatory E-Government 40
1. E-Government and Citizen participation 40
2. E-Participation 41
CHAPTER IV. PARTICIPATION METHOD ON POLITICAL PROCESS OF ON-LINE PUBLIC 44
A. The Type of Government-Citizen Relations 44
① Information 44
② Consultation 45
③ Active participation 45
B. The Type of Online Participation 45
① Information online 45
② E-Consultation 46
③ E-Participation 46
C. Revitalization Model of Online Citizen Participation in Policy Process 46
CHAPTER V. ONLINE POLICY PUBLIC RELATIONS IN PARTICIPATORY GOVERNMENT 50
A. Policy Public Relations of Participatory Government 50
1. Systemization of Policy Public Relations 50
2. Direct Communication with the Public 54
B. Online Policy Public Relations 55
1. Classification of Activity Range 55
1) The Scope of Government-owned Media Usage 55
2) The Scope of Outside Online Media Usage 63
3) The Scope of Collection and Management of Online Public Opinion 65
4) Practical Field of New Media 68
C. Issues 69
D. Improvements 73
CHAPTER VI. ONLINE PUBLIC RELATIONS IN FOREIGN COUNTRIES 75
A. Present Situation 75
B. European Commission 78
C. ITALY 87
D. The Strategic Meaning of Online Civic Engagement Communication 90
CHAPTER VII. CONCLUSIONS 91
A. Summary and Proposals 91
B. Limitations 93
C. Concluding Remarks 94
BIBLIOGRAPHY 95
〈Table 2-1〉 Four Models of Public Relations and their Characteristics 18
〈Table 2-2〉 A Division of Media of On-line Policy Public Relation 32
〈Table 2-3〉 Division of Online Public 33
〈Table 3-1〉 E-government Readiness Index 2005 : Top 25 countries 38
〈Table 3-2〉 Goals of e-Government in the Roh Administration 40
〈Table 3-3〉 E-participation index 2005: Top 25 countries 43
〈Table 4-1〉 Tools for Online Engagement at Each Stage of Policy-making 48
〈Table 4-2〉 Analytical Framework for the Comparative Analysis of E-engagement 49
〈Table 5-1〉 Results of the Performance on Online State Affairs Briefing 56
〈Table 5-2〉 Results of the Performance on Periodical Publishing and Distributing 61
〈Table 5-3〉 Results of the Performance on Operating KTV 62
〈Table 5-4〉 The Summary of Classifying Major Publicity Activities of the Participatory Government 69
〈Table 6-1〉 Quality and Relevance of E-participation Initiatives, Selected Countries 75
〈Table 6-2〉 The Result of Evaluation on Quality and Relevance of E-participation Initiatives, Selected Countries 77
〈Table 6-3〉 IPM Online Consultations : Principles 81
〈Table 6-4〉 The IPM Feedback Questionnaire; A Structured for Reporting 83
〈Table 6-5〉 European Commission : Using IPM at each stage of the Policy-making Cycle 86
〈Figure 1-1〉 Reasons for Dissatisfaction with Public Relations Activities by the Government Information Agency 13
〈Figure 1-2〉 Acquisition Media for Information and News regarding the National Administration 14
〈Figure 2-1〉 The Operation Scope of Policy PR Communication 23
〈Figure 2-2〉 Online Policy PR Model 30
〈Figure 2-3〉 The Range of Media for Online Policy Public Relations 31
〈Figure 3-1〉 Inter-linkages between ICTs and E-Government 36
〈Figure 3-2〉 Changes in Participation vs. E-Government Maturity 41
〈Figure 4-1〉 The Policy-making Life Cycle 47
〈Figure 5-1〉 On-nara BPS Feature : Online Policy Making and Standardization 52
〈Figure 5-2〉 Systematization of Policy PR Innovation 53
〈Figure 5-3〉 Status of Policy Clients Data Base 59
〈Figure 5-4〉 Online Public Opinion Survey at the Stage of Policy Execution and Evaluation 66
〈Figure 5-5〉 An Analysis of the On-line Policy PR of the Participatory Government on the Relevance of E-participation 70
〈Figure 5-6〉 The Results of the Policy PR and Subject of the Participatory Government 72
〈Figure 6-1〉 A IPM Online Consultation Mechanism 79
〈Figure 6-2〉 A IPM Online Consultation Process 80
〈Figure 6-3〉 A IPM Online Feedback Mechanism 82
〈Figure 6-4〉 The Site of “Your Voice in Europe 84
〈Figure 6-5〉 Model of Process Phases : 2002 in Bologna 89
〈Figure 7-1〉 Hopes for the Future 93
〈Box 3-1〉 E-participation Framework 42
〈Box 5-1〉 Opening the American Embassy Cafe on Daum 64
〈Box 5-2〉 A Part of Propulsive Direction of Policy Public Relations 73