Journals Information
Sociology and Anthropology Vol. 2(1), pp. 1 - 6
DOI: 10.13189/sa.2014.020101
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A Case Study of K-Water Public Relations Campaign in Korea
Seung-jun Moon 1,*, Jong Dae Kim 2, Tae Woo Kim 1
1 Department of Communication and Information, Inha University #253 Yonghyun-dong, Nam-gu Incheon, Korea 402-751
2 College of Business Administration, Inha University #253 Yonghyun-dong, Nam-gu Incheon, Korea 402-751
ABSTRACT
Corporations are increasingly focused on their social impact; thus, they seek to enhance their social images through acts of corporate social responsibility (CSR). To this end, corporations raise public awareness of their positive social returns via various mass media vehicles. In this research, we analyzed the public relations strategy for Korea Water Resources Corporation (K-Water) by identifying a synergistic combination of media vehicles to improve the company鈥檚 social image and to inform stakeholders of the Gyeongin Ara Waterway鈥檚 environmental and economic contributions. K-Water is one of the most famous public corporations in Korea; currently, it relies on four mass media vehicles (television, newspapers, magazines, and the Internet) for public relations communications. Structural equation modeling (SEM) was used to analyze which combination of mass media vehicles worked best in informing stakeholders of the environmental friendliness of the Gyeongin Ara Waterway.
KEYWORDS
Public Relations, Environmental Communication, Sustainability Management
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Seung-jun Moon , Jong Dae Kim , Tae Woo Kim , "A Case Study of K-Water Public Relations Campaign in Korea," Sociology and Anthropology, Vol. 2, No. 1, pp. 1 - 6, 2014. DOI: 10.13189/sa.2014.020101.
(b). APA Format:
Seung-jun Moon , Jong Dae Kim , Tae Woo Kim (2014). A Case Study of K-Water Public Relations Campaign in Korea. Sociology and Anthropology, 2(1), 1 - 6. DOI: 10.13189/sa.2014.020101.