정책홍보 매뉴얼_문화체육관광부_140801

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정책 홍보 매뉴얼 2014. 7. 2014.7

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  • 1. 2014. 7. 2 0 1 4. 7

2. . 1 . 6 1. 6 . 7 . 9 . 11 . 12 2. 17 3. 20 . 20 . 24 . 27 . 29 4. 34 . 34 . 36 . 39 . 44 . 48 3. . 51 . 54 5. 58 . 68 1. 68 2. 77 . 77 . 79 . 80 3. 81 . 81 . 81 . 83 4. 86 . SNS 92 . 98 4. . 1 . . . . , . . . 5. 2 . . . . . . . . . . . . 6. . 3 . , . . . , . . . . . , , . (One Voice) . 7. 4 . , , . . , . . . . . . . . 8. . 5 . . , , . . , , . 9. 6 . * (George Lakoff) , , , . (, , ), (, , ) . 1 10. . 7 . () , . ( ) ( ) ( ) () , TV . . , , . . 1 . . , . . . , . . . 11. 8 . . . - (http://www.eyesurfer.com), (http://www.scrapmaster.kr) , . , , , , . . . TV . , . 12. . 9 . , SNS / SNS - - - - / - - , . - ) , . . . , . 13. 10 , , , , , , , , , IN, , , , , , PD SNS (insight.some.co.kr) SNS K(pulsek.com) 9(bigfoot9.com) (tweetmix.net) : - / ( , ) - ( 3 ) - ( ) 14. . 11 . , , , . : , , () . 5 . (www.korea.kr ) . - 2014.4.14. - 2014.2.28. 3.0 - 2014.1.28. 2013 15. 12 - , - , , - , , - (5~10 ) , . , , / . , , . , . 16. . 13 , , . . , . : . SNS , . : 2013 2011 1 2013 5 29 36 17. 14 - , , , , , - 2013 - , , , - : KT 30 - , , , , - , 2 7 9 18. . 15 - 30 - 2013 10 2 - : . . , SNS . . - / 19. 16 . . / . . . , . , . . 20. . 17 2 . , , . , () . * () - ( ) - , , , ( ) : - () , 21. 18 - , () - , , , , , - () () , - () - , , , () 1() / / , , PPL , () 2() - / , / , , - , , , - , , UCC, , 22. . 19 - , , , , () ( ), ( , ), (, ) - MOU - , , - , , - , , , , - , , , SNS () 23. 20 3 . . , . . * ( 1 ) D-3 D-2 , D-1 - ( 9), ( 4) - ( 4~5), ( 10~11 ) D-Day , 24. . 21 : ( ) () , 100 , 200 ( ) , . 1~4 . , , , . 25. 22 : () () () () , () () (lead; ) . . : ( ) ) . ( ) ) 9% 80% . . ( ) ) . . 26. . 23 ( ) , ) . ? . () ) . . . . - () , , - () , : () + ) 21, 4 . , , 27. 24 . ( ) () ) (17) 1 . 74 . ( ) (, , ) . . , . 28. . 25 , , . - 10~ 2 . . - , . , , . , . - , , , , , , , . . 29. 26 , . , , , . (cue sheet; ) . . . , . , . ( ) . : . . 30. . 27 , . , , , . , , . , , . , . 31. 28 . , . (/) (/) . , . , . , . , . . , . . * () , , , . 32. . 29 TV . , 8~10 . . . . 20 . 15~20cm . . . . - , , . - . 33. 30 - . - . 1~3 . - . - 4~5, 10~11 . . - . - . - , , . . 34. . 31 : . . . - . - , . - , . - , . - 10 , 3 . 35. 32 : . ( , , ) . . - , . . - . . - , / , , , . / - (www.pac.or.kr), e-mail([email protected]), (02-397-3000) - , , SNS . 36. . 33 ( 26~31) - 3/ 6 ( 30) - , , ( 31) - , 37. 34 4 . , , , , , . : 4 - () - , - ( ) . . . . 38. . 35 . / , . / . . , . CI(Campaign Identity) . 1 : cOPENhagen-Open for you! Open , 2 : 100% Pure New Zealand , 39. 36 . , (, , , , ) . PC . 10 , . * . () . 40. . 37 . - (/) , . - ( ), ( ), (, ) . - . . : 1. . . 2. , . 3. 4 41. 38 - 4 - < > - < > - , , , < > 42. . 39 . . . , . * ( , , ) . () () 10( 8, 2) () 1~2 ( TV, , , , , , , ) 43. 40 TV, CATV, , , , - - , ( ), - , , - , , , , - (), , () - , , (In-Building), , LCD * ( 20%) . () , , 120 . * 15 (http://pr.go.kr) 44. . 41 TV TV (, 2012). TV , . 1. TV . - . - . 2. ( ). - : - : TV ? ? . ? 45. 42 ? ? 15~40 ? - ( 15) - ( 20, 30 ) - ( 10) TV , ? TV . . 2,3 . ? ? ? ? ? ? 46. . 43 4 5 , 57 ( ) . - cm, (1 3.4cm) - 37cm, 15 47. 44 , 3 * , /KTX , , , 3 , 1 , , , * 20 , KTV () 24 TV () , *www.korea.kr *() SNS . 48. . 45 SNS (, , ) http://blog.daum.net/hellopolicy, blog.naver.com/hellopolicy, hellopolicy.kr *() http://facebook.com/hipolicy *() http://twitter.com/hellopolicy *()http://youtube.com/hipolicy *()http://m.kakao.com/s/855 *()http://pinterest.com/jhipolicy ( ) ( ) M. ( ) : () (One Source Multi Use) . * TV, , , , , 400 , 4~5 . 49. 46 * - (http://pr.go.kr) 1. ( 5) 5 1 2. , ( 20) 3. 50. . 47 * 11 14 () TV() () () () -() () Live MOFA() () TV() TV() () TV() SMTV( ) N() () () , 30 285 (10) (61) 60 (16) 30 139 () (15, ) () () in() 6 () 4 > 96 > 30 > 2 41 187 ( SNS) 82 , 179 (, SNS) 62, 15 ( ) 43, 376 51. 48 . , . . , . . . (, , FGI) . , , . , , , , . . 52. . 49 . - 2014 KBS , 2 4 , < , > , PPL () TV , . . PPL 2 ( TV, ) . . * PPL - < >(2013) . 53. 50 - < >(2012) . - (2011) PPL. . / , . , . * - -- MOU , , , UCC (2013). - 2013 SK (happy+marathon) . 54. . 51 . . . . . , . * - I wish this was CANDY CHANG . I wish this was , 55. 52 - - - , - , - - - - , - VIP - VIP - VIP - - - - - - - ( I wish this was a park) . . - Super Ordinary people . , . . : 56. . 53 - - , , - - , - - - - , - - - (, ) - MC - , - , - - - VIP , , , - - , - - - - - 57. 54 : * . ex) 2013 11 4 , 4 , , * . . , , , . , . 58. . 55 () - (140), - () - , - - - - - * SNS , * - Dumb Ways To Die . , . 20% 59. 56 () - - - - (, , ) - ( -> ) * , - , - , , - * , , - () - - - , - - - 60. . 57 () ( ) - , ( , ) - - , - , , - - , - Q&A , / - , 61. 58 5 . , . * , . * , . () 15, 91 , 256(14.6 ) - (44, 106), (23, 105), (19, 36), (5, 9) - , 70% . - , 62. . 59 , .(Reuter ) , , (, ), , . * FT, Economist , . . 730~6(4 ) . ( ) , ( ) . . . * , , , , , 63. 60 PR Newswire( . ) . . , . * . , , , . () . () , , . 64. . 61 (www.fpckorea.kr) (www.sfcc.or.kr) - - 2013.6.24. 10 - , , ( ) - - 18 - * 5 1. , . 2. , . , . 65. 62 * , 3. , , . . 4. (1) , , . * PR, , (2) . * . . 66. . 63 * * . , . , , , . . * 3 , , , . , 1 * . (Feature Story) . * * , 67. 64 . . . , (, , ) . * , . . 1. ( ) , , , , . 2. ( ) TV Korea.net KOREA 68. . 65 . Korea.net 9 , , 3. ( ) IT, , , . 4. SNS . Korea.net - , , , , - 9 (, , , , , , , , ) - - 170 Korea Today - 14.6. 12 ( ) 2 2 SNS ( ) - SNS , , , (flickr; ) . Korea.net 2 69. 66 : . - , , , . - . - . - , . . , , . . - , , , . - , . ( ) . - , 70. . 67 : PR . . --- , . . , , . . . PM . . . 71. 68 1 , , . . - - , 72. . 69 - , , , [ ] 416 858 . . , . . - . - - , 73. 70 . - (/) - (pool) , . - , , , . - - - 3 , 74. . 71 3 , . - - , - (off the record) , (no comment) . . - - - - 75. 72 . - . - - (pool) , - , , 76. . 73 , - - , , , - , , 77. 74 , , - , 10 - , , , 78. . 75 , ( 5, 10) - , 79. 76 : () ( ) () () ( ) - - (, , SNS ) - ( ) - - (/) 80. . 77 - , , (), , , , , TV, , , , , , , , 2 . . . . . 81. 78 , , , , . - - - - , . - (), , - - ( ) / , - ( ) 82. . 79 , , - , - Q&A . () . . . - () - () (1 2 , ) * . 3 83. 80 / , - ( ) - > > > > > > , - , , , , - ( ) , - ( ) , , , . . 84. . 81 3 . , . , . . . . 10 , 3 . () ? - - () , . 85. 82 () () ? - . - . - . - , . - . () ? - - . - . 86. . 83 . , . . , . , , , . . , , . * . : (2013) (05:00, ) 87. 84 , , , - , , , 14, 17, 8 CNN, BBC () : - , A, B - , - 88. . 85 , - - - - 89. 86 4 1. - , , , ) , 2. - , , , 1 - , 3. 4. , - , - (, , , , , ) 90. . 87 5. - - * 6. - - () , , FAQ - () - () 7. - - , , , , / - , , , 91. 88 8. - - , 9. - - 10. - . - . - . - , . 92. . 89 - , . . - . - . - - SNS / - : 2013 4 260, 3 . . #community alert , . . 93. 90 . : 94. . 91 : 10 . . . . . . . . . . . . . . . 95. 92 SNS SNS(, , , ) - SNS(, ) - . () SNS < SNS(, )> 96. . SNS 93 , (Hash tag) URL ( SNS ) , , SNS , 97. 94 < SNS(, )> ( ) (URL) URL SNS , , SNS SNS 98. . SNS 95 . () SNS SNS URL - . - . 99. 96 : SNS 1. SNS . 2. SNS . 3. SNS . - / - SNS 4. SNS . * () 5 5. SNS . - - , , /, - - - //3 6. SNS . 100. . SNS 97 7. SNS . - SNS , - , - - SNS IT - OS - , , 101. 98 - . - . - . - . 1 . 102. . 99 - . - . 2 , , . , . PI(President Identity) CI(Corporate Identity) . , , , , CEO . : - . 103. 100 - PI . - PI(President Identity) , . - PI . - (VI ; Visual Identity), (BI ; Behavior Identity), (MI ; Mind Identity) . CI PI - (CI) , PI . 3 . . , , . 104. . 101 : (Creative Industry) . 2 , . 10 , . 2 . . 105. 102 4 . . . . : 2014 2007 (IOC) 2014 . AFP, . 2014 . , . . 106. . 103 5 . , . , . 6 . , . . . 107. 104 : . . . ) ( ), ( ), ( ) . . - , . . - . ( ) - 2013.8.13. 52 45 . - . 108. . 105 7 TV . - . - . - , . : - . - 2005 . - 2010 5 109. 106 . - , . TV - , . * 38%, 35%, 20% . 7% . - TV . - () , , . 110. . 107 8 . . . : , - 2012 , , , / . - , , . - 2011 3 . 111. 108 - 60 . 112. : : 2014 7 : 044-203-2912~4 : () 02-725-5216