{"id":999,"date":"2013-02-25T15:11:47","date_gmt":"2013-02-25T06:11:47","guid":{"rendered":"http:\/\/blog.newswire.co.kr\/?p=999"},"modified":"2017-04-12T09:31:35","modified_gmt":"2017-04-12T00:31:35","slug":"%eb%b8%8c%eb%9e%9c%eb%93%9c%eb%a5%bc-%ea%b5%ac%ec%b6%95%ed%95%98%eb%8a%94-%ea%b2%83%ec%9d%80-%ea%b4%91%ea%b3%a0%ea%b0%80-%ec%95%84%eb%8b%8c-%ed%99%8d%eb%b3%b4%eb%8b%a4","status":"publish","type":"post","link":"https:\/\/blog.newswire.co.kr\/?p=999","title":{"rendered":"\ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud558\ub294 \uac83\uc740 \uad11\uace0\uac00 \uc544\ub2cc \ud64d\ubcf4\ub2e4"},"content":{"rendered":"<p>\uad11\uace0\uac00 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud55c\ub2e4\ub294 \uac83\uc740 \uac00\uc7a5 \ub110\ub9ac \ud37c\uc838\uc788\ub294 \ucc29\uac01\uc774\ub2e4. \uc7a0\uc7ac\uace0\uac1d\uc758 \uba38\ub9bf\uc18d\uc5d0 \ube0c\ub79c\ub4dc\ub97c \ubfcc\ub9ac\ub0b4\ub9ac\ub294 \uac83\uc740 \ud64d\ubcf4\uc758 \uc5ed\ud560\uc774\ub2e4.<\/p>\n<p>\ub9c8\ucf00\ud305 \uc804\ubb38\uac00 \ubd80\ub140 \uc54c \ub9ac\uc2a4, \ub85c\ub77c \ub9ac\uc2a4\uac00 \ud64d\ubcf4\uc5d0 \ub300\ud574 \uc4f4 \ucc45 <a href=\"http:\/\/www.yes24.com\/24\/goods\/8484576?scode=032&amp;OzSrank=1\" target=\"blank\">&#8216;\ud64d\ubcf4 \ubd88\ubcc0\uc758 \ubc95\uce59&#8217;<\/a>(\uc6d0\uc81c: The Fall of Advertising and The Rise of PR)\uc774 \uc0c8\ub85c \ubc88\uc5ed \ucd9c\ud310\ub410\ub2e4. \uc774 \ucc45\uc740 \uc6d0\ub798 &#8216;\ub9c8\ucf00\ud305 \ubc18\ub780&#8217;\uc774\ub780 \uc774\ub984\uc73c\ub85c 2003\ub144\uc5d0 \ucd9c\ud310\ub410\ub294\ub370, \uc774\ubc88\uc5d0 10\ub144\ub9cc\uc5d0 &#8216;\ud64d\ubcf4 \ubd88\ubcc0\uc758 \ubc95\uce59&#8217;\uc774\ub780 \uc774\ub984\uc73c\ub85c \ub2e4\uc2dc \ubc88\uc5ed \ucd9c\ud310\ub410\ub2e4. \uc774 \ucc45\uc740 \uad11\uace0\uac00 \uc544\ub2cc PR\uc774 \ub9c8\ucf00\ud305\uc5d0\uc11c \uc8fc\ub3c4\uc801 \uc5ed\ud560\uc744 \ud574\uc57c \ud55c\ub2e4\uace0 \uc5ed\uc124\ud55c\ub2e4. \uad11\uace0\ub294 \ud0dc\uc0dd\uc801\uc73c\ub85c \uc18c\ube44\uc790\uac00 \uc2e0\ub8b0\ud558\uae30 \uc5b4\ub835\uae30 \ub54c\ubb38\uc5d0 \ubbf8\ub514\uc5b4 \ub4f1\uc744 \ud1b5\ud55c PR\uc5d0 \ub354 \uacf5\uc744 \ub4e4\uc5ec\uc57c \ud55c\ub2e4\ub294 \uac83\uc774\ub2e4.<\/p>\n<figure id=\"attachment_1012\" aria-describedby=\"caption-attachment-1012\" style=\"width: 219px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/blog.newswire.co.kr\/wp-content\/uploads\/2013\/02\/fall-of-advertising.jpg\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1012\" data-permalink=\"https:\/\/blog.newswire.co.kr\/?attachment_id=1012\" data-orig-file=\"https:\/\/blog.newswire.co.kr\/wp-content\/uploads\/2013\/02\/fall-of-advertising.jpg\" data-orig-size=\"331,500\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"the fall of advertising and the rise of pr\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;THE FALL OF ADVERTISING &amp;#038; THE RISE OF PR&lt;\/p&gt;\n\" data-large-file=\"https:\/\/blog.newswire.co.kr\/wp-content\/uploads\/2013\/02\/fall-of-advertising.jpg\" class=\"size-full wp-image-1012\" src=\"http:\/\/blog.newswire.co.kr\/wp-content\/uploads\/2013\/02\/fall-of-advertising.jpg\" alt=\"THE FALL OF ADVERTISING &amp; THE RISE OF PR\" width=\"219\" height=\"310\" \/><\/a><figcaption id=\"caption-attachment-1012\" class=\"wp-caption-text\">THE FALL OF ADVERTISING &amp; THE RISE OF PR<\/figcaption><\/figure>\n<p>\uc694\uc998\uc740 \uad11\uace0\uac00 \uc608\uc804\ub9cc\ud07c \ub9c9\uac15\ud55c \uc704\ub825\uc744 \ubc1c\ud718\ud558\uc9c0 \ubabb\ud55c\ub2e4\ub294 \ub370 \uc758\ubb38\uc758 \uc5ec\uc9c0\uac00 \uc5c6\ub2e4. \uc18c\ube44\uc790\ub4e4\uc740 \uad11\uace0 \uc790\uccb4, \uadf8\ub9ac\uace0 \uad11\uace0\uac00 \ud754\ud788 \uc804\uba74\uc5d0 \ub0b4\uc138\uc6b0\uace4 \ud558\ub294 \uacfc\uc7a5\ub41c \uc2ac\ub85c\uac74\uc5d0 \uc810\ucc28 \ud68c\uc758\uc801\uc778 \ubc18\uc751\uc744 \ubcf4\uc774\uace0 \uc788\ub2e4. \ub300\ubd80\ubd84\uc758 \uad11\uace0 \ud504\ub85c\uadf8\ub7a8\uc5d0\ub294 \ud55c \uac00\uc9c0 \uacb0\uc5ec\ub41c \uac83\uc774 \uc788\ub2e4. \ubc14\ub85c \u2018\uc2e0\ub8b0\uc131(credibility)\u2019\uc774\ub2e4. \uc18c\ube44\uc790\ub4e4\uc740 \uad11\uace0\uac00 \uc774\uc57c\uae30\ud558\ub294 \uac83\uc744 \ubb34\uc791\uc815 \uc2e0\ub8b0\ud558\uc9c0 \uc54a\ub294\ub2e4.<\/p>\n<p>\uc800\uc790\ub294 &#8220;\uc0ac\ub78c\ub4e4\uc740 \uc2e0\ubb38\uc774\ub098 \uc7a1\uc9c0\uc5d0\uc11c \uc77d\uc740 \ub0b4\uc6a9, \ub77c\ub514\uc624\uc5d0\uc11c \ub4e4\uc740 \uc774\uc57c\uae30, \ud154\ub808\ube44\uc804\uc5d0\uc11c \ubcf8 \uc18c\uc2dd\uc744 \uadf8\ub300\ub85c \ubbff\ub294\ub2e4&#8221;\uba70 &#8220;\ubc18\uba74 \uad11\uace0\uc5d0 \ub4f1\uc7a5\ud55c \uc81c\ud488\uc758 \uc774\ub984\uc744 \uae30\uc5b5\uc740 \ud558\ub354\ub77c\ub3c4 \uc2e4\uc81c\ub85c \uadf8 \ube0c\ub79c\ub4dc\ub97c \uad6c\ub9e4\ud560 \uac83\uc778\uc9c0 \ubb3c\uc5b4\ubcf4\uba74 \uace4\ub780\ud55c \ud45c\uc815\uc744 \uc9d3\ub294\ub2e4&#8221;\uace0 \uc124\uba85\ud55c\ub2e4. \ud2b9\ud788 \uc0c8\ub85c\uc6b4 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud560 \ub54c\ub294 PR\ub85c \uba3c\uc800 \ube0c\ub79c\ub4dc\uc5d0 \ub300\ud55c \uc2e0\ub8b0\ub97c \uc5bb\uc740 \ub2e4\uc74c \uad11\uace0\ub85c \uc804\ud658\ud574\uc57c \ud55c\ub2e4\uace0 \uac15\uc870\ud55c\ub2e4.<\/p>\n<p>\uad11\uace0\uc5d0 \uac70\uc758 \ub3c8\uc744 \ub4e4\uc774\uc9c0 \uc54a\uace0 <a href=\"http:\/\/www.thebodyshop.co.kr\/\" target=\"blank\">\ub354\ubc14\ub514\uc0f5<\/a>\uc744 \uc138\uacc4\uc801 \ube0c\ub79c\ub4dc\ub85c \ud0a4\uc6cc\ub0b8 \uc544\ub2c8\ud0c0 \ub85c\ub515\uc774 \uc88b\uc740 \uc608\ub2e4. \ub85c\ub515\uc740 \uad11\uace0\ub97c \uc678\uba74\ud55c \ucc44 \uc790\uc5f0\uc8fc\uc758 \ud654\uc7a5\ud488 \uc6d0\ub8cc\ub97c \ucc3e\uc544 \uc804 \uc138\uacc4\ub97c \uc5ec\ud589\ud588\uace0 \uc138\uacc4 \uc5b8\ub860\uc774 \ub85c\ub515\uc758 \ud589\ubcf4\uc5d0 \uc9c0\ub300\ud55c \uad00\uc2ec\uc744 \ubcf4\uc774\uba74\uc11c \uc790\uc5f0\uc2a4\ub7fd\uac8c \ube0c\ub79c\ub4dc \uc774\ubbf8\uc9c0\ub97c \ud655\uace0\ud558\uac8c \ubfcc\ub9ac\ub0b4\ub838\ub2e4.<\/p>\n<p>\uad11\uace0\uac00 \uc548\uace0 \uc788\ub294 \uc774\uc640 \uac19\uc740 \uadfc\ubcf8\uc801\uc778 \ubb38\uc81c\ub97c \ud574\uacb0\ud560 \uc218 \uc788\uc744\uae4c? \uc544\ub9c8\ub3c4 \uadf8\ub807\uc9c0 \uc54a\uc744 \uac83\uc774\ub2e4. \uae30\uc5c5\uc740 \uc790\uc0ac\uac00 \ud310\ub9e4\ud558\ub294 \uc81c\ud488\uc5d0 \uc774\ud574\uad00\uacc4\uac00 \uc788\ub2e4. \ub530\ub77c\uc11c \uad11\uace0\ub97c \ud1b5\ud574 \uae30\uc5c5\uc774 \uc9c1\uc811\uc801\uc73c\ub85c \ub0b4\ub193\ub294 \uba54\uc2dc\uc9c0\uc5d0\ub294 \ubbf8\uc2ec\uca4d\uc740 \ubd80\ubd84\uc774 \uc788\uac8c \ub9c8\ub828\uc774\ub2e4. \ud558\uc9c0\ub9cc \uad11\uace0\uac00 \uc548\uace0 \uc788\ub294 \ubb38\uc81c\ub97c \ud574\uacb0\ud558\uae30 \uc704\ud55c \ubc29\ubc95\uc774 \uc788\ub2e4. \ub2e4\ub978 \ub204\uad70\uac00\uc758 \uc785\uc744 \ube4c\ub824 \uae30\uc5c5\uc774 \uc6d0\ud558\ub294 \uba54\uc2dc\uc9c0\ub97c \uc804\ub2ec\ud558\uba74 \ub41c\ub2e4. \uc608\ucee8\ub300, \ud310\ub9e4 \uc911\uc778 \uc81c\ud488\uc774\ub098 \uc11c\ube44\uc2a4\uc5d0 \uc544\ubb34\ub7f0 \uc774\ud574\uad00\uacc4\uac00 \uc5c6\ub294 \uc81c3\uc790\ub97c \ud1b5\ud574 \uba54\uc2dc\uc9c0\ub97c \uc804\ub2ec\ud558\ub294 \ubc29\ubc95\uc744 \ud65c\uc6a9\ud560 \uc218 \uc788\ub2e4. \ubc14\ub85c \uc774\ub7f0 \uc774\uc720 \ub54c\ubb38\uc5d0 \ud64d\ubcf4, \uc989 PR(Public Relations)\uc774 \ud544\uc694\ud55c \uac83\uc774\ub2e4. PR\uc5d0\ub294 \ub300\ubd80\ubd84\uc758 \uad11\uace0 \ud504\ub85c\uadf8\ub7a8\uc5d0\uc11c \ucc3e\uc544\ubcfc \uc218 \uc5c6\ub294 \uc2e0\ub8b0\uc131\uc774 \uc788\ub2e4. \uc54c \ub9ac\uc2a4\uc640 \ub85c\ub77c \ub9ac\uc2a4 \ubd80\ub140\ub294 \u2018PR \uba3c\uc800, \uad11\uace0\ub294 \uadf8 \ub2e4\uc74c\u2019\uc744 \uc774 \ucc45\uc758 \ubaa8\ud1a0\ub85c \uc0bc\uc544 \uc774\uc57c\uae30\ub97c \ud480\uc5b4\ub098\uac04\ub2e4.<\/p>\n<p>\uc7a1\uc9c0\ub098 \uc2e0\ubb38\uc758 \uc0ac\uc124\ub780, \ud154\ub808\ube44\uc804\uc5d0\uc11c \ubc29\uc601\ub418\ub294 \ub274\uc2a4 \ubcf4\ub3c4\ub97c \ud1b5\ud574 \uae30\uc5c5\uc774 \uc804\ub2ec\ud558\uace0\uc790 \ud558\ub294 \uba54\uc2dc\uc9c0\ub97c \uc811\ud55c \uc18c\ube44\uc790\ub294 \uad11\uace0\ub97c \ud1b5\ud574 \ub3d9\uc77c\ud55c \uba54\uc2dc\uc9c0\ub97c \uc804\ud574\ub4e4\uc740 \uc18c\ube44\uc790\uc5d0 \ube44\ud574 \ud574\ub2f9 \uba54\uc2dc\uc9c0\ub97c \uc2e0\ub8b0\ud560 \uac00\ub2a5\uc131\uc774 \ud6e8\uc52c \ud06c\ub2e4. \uc2a4\ud0c0\ubc85\uc2a4, \ub808\ub4dc\ubd88, \uc560\ud50c, \uad6c\uae00, \ud398\uc774\uc2a4\ubd81 \ub4f1 \uc218\ub9ce\uc740 \uae30\uc5c5\ub4e4\uc774 PR\uc744 \uba3c\uc800 \ud65c\uc6a9\ud558\ub294 \uc811\uadfc\ubc29\ubc95\uc744 \ub3d9\uc6d0\ud574 \uc131\uacf5\ub9ac\uc5d0 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud588\ub2e4.<\/p>\n<p>\uad11\uace0\uac00 \ub354 \uc774\uc0c1 \uc4f8\ubaa8\uc5c6\ub294 \uc874\uc7ac\uac00 \ub418\uc5b4\ubc84\ub9b0 \uac83\uc740 \uc544\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \uc0c8\ub85c\uc6b4 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud558\uae30 \uc704\ud574\uc11c\ub294 PR\uc774 \uc77c\ucc28\uc801\uc73c\ub85c \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud574\ub0b4\uc57c \ud55c\ub2e4\ub294 \uc0ac\uc2e4\uc744 \uc778\uc815\ud574\uc57c \ud55c\ub2e4. \uc0c8\ub85c\uc6b4 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud560 \ub54c\ub294 PR\uc744 \ud1b5\ud574 \uba3c\uc800 \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \ube0c\ub79c\ub4dc\uc5d0 \ub300\ud55c \uc2e0\ub8b0\ub97c \uc5bb\uc740 \ub2e4\uc74c \uad11\uace0\ub85c \uc804\ud658\ud574\uc57c \ud55c\ub2e4.<\/p>\n<p>\ub9c8\ucf00\ud305\uc758 \uc138\uacc4\uc5d0\uc11c \uc545\ub9c8\ub294 \uad11\uace0\uc5d0 \uc228\uc5b4 \uc788\ub2e4. \uae30\uc5c5\uc774 \uad11\uace0\ub77c\ub294 \ubc14\uad6c\ub2c8\uc5d0 \ubb34\ubd84\ubcc4\ud558\uac8c \ub2f4\ub294 \ub2ec\uac40\uc758 \uac1c\uc218\ub97c \uc904\uc774\uace0 PR\uc744 \ub9c8\ucf00\ud305 \uc804\uc7c1\uc758 \ucd5c\uc804\uc120\uc5d0 \ub0b4\uc138\uc6cc\uc57c \ud55c\ub2e4\ub294 \uc774 \ucc45\uc758 \uc8fc\uc7a5\uc740 \uae30\uc874 \ube0c\ub79c\ub529 \uac1c\ub150\uc5d0 \ub300\ud55c \uadfc\ubcf8\uc801\uc778 \uc7ac\uace0\ub97c \ucd09\uad6c\ud55c\ub2e4. \uc7ac\uce58 \uc788\uace0 \ube60\ub978 \uc804\uac1c\ub85c \uc220\uc220 \uc77d\ud788\uba70, \ud48d\ubd80\ud55c \uc0ac\ub840\ub97c \ud1b5\ud574 \ub9e4\ub825\uc801\uc778 \ubc29\uc2dd\uc73c\ub85c \ub17c\uc99d\ud558\uace0 \uc788\ub2e4. \uc800\uc790\ub4e4 \ud2b9\uc720\uc758 \ub3c4\ubc1c\uc801 \uba54\uc2dc\uc9c0, \uc9c1\uc124\uc801 \ud654\ubc95, \ud0c1\uc6d4\ud55c \ucc98\ubc29\uc774 \uc81c\ub300\ub85c \ud45c\ucd9c\ub41c, \ubaa8\ub4e0 CEO\uc640 \ub9c8\ucf00\ud130\uc758 \ud544\ub3c5\uc11c\ub2e4.<\/p>\n<p>\uc880\ub354 \uc790\uc138\ud788 \uc5b8\ub860 \ud64d\ubcf4\uc5d0 \ub300\ud574 \uc54c\uace0 \uc2f6\ub2e4\uba74 <a href=\"http:\/\/www.newswire.co.kr\/?ed=32\">&#8216;\uc5b8\ub860 \ud64d\ubcf4 \ud578\ub4dc\ubd81&#8217;<\/a>\uc744 \uc77d\uc5b4 \ubcf4\uae30 \ubc14\ub780\ub2e4.<\/p>\n<p>[ \uc774 \ube14\ub85c\uadf8\ub294 \ubcf4\ub3c4\uc790\ub8cc \ubc30\ud3ec \uc11c\ube44\uc2a4 \ub274\uc2a4\uc640\uc774\uc5b4(<a href=\"http:\/\/www.newswire.co.kr\">www.newswire.co.kr<\/a>)\uac00 \ud64d\ubcf4,\ub9c8\ucf00\ud305,PR\uc804\ubb38\uac00\uc5d0\uac8c \uc81c\uacf5\ud558\ub294 \uc815\ubcf4\uc785\ub2c8\ub2e4. \ub274\uc2a4\uc640\uc774\uc5b4\uc5d0 <a href=\"http:\/\/www.newswire.co.kr\/?od=2\">\ud68c\uc6d0 \uac00\uc785<\/a>\uc744 \ud558\uba74 \ube14\ub85c\uadf8\uc758 \uae00\uc744 \ub9e4\uc8fc \ubc1b\uc544\ubcfc \uc218 \uc788\uace0, \uc628\ub77c\uc778\uc73c\ub85c \ub274\uc2a4\uc640\uc774\uc5b4\uc5d0 \ubcf4\ub3c4\uc790\ub8cc \ub4f1\ub85d\uc744 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. <a href=\"http:\/\/www.newswire.co.kr\/?od=2\">\uac00\uc785\ud558\uae30&gt;<\/a> ]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\uad11\uace0\uac00 \ube0c\ub79c\ub4dc\ub97c \uad6c\ucd95\ud55c\ub2e4\ub294 \uac83\uc740 \uac00\uc7a5 \ub110\ub9ac \ud37c\uc838\uc788\ub294 \ucc29\uac01\uc774\ub2e4. \uc7a0\uc7ac\uace0\uac1d\uc758 \uba38\ub9bf\uc18d\uc5d0 \ube0c\ub79c\ub4dc\ub97c \ubfcc\ub9ac\ub0b4\ub9ac\ub294 \uac83\uc740 \ud64d\ubcf4\uc758 \uc5ed\ud560\uc774\ub2e4. \ub9c8\ucf00\ud305 \uc804\ubb38\uac00 \ubd80\ub140 \uc54c \ub9ac\uc2a4, \ub85c\ub77c \ub9ac\uc2a4\uac00 \ud64d\ubcf4\uc5d0 \ub300\ud574 \uc4f4 \ucc45 &#8216;\ud64d\ubcf4 \ubd88\ubcc0\uc758 \ubc95\uce59&#8217;(\uc6d0\uc81c: The Fall of Advertising and The Rise of PR)\uc774 \uc0c8\ub85c \ubc88\uc5ed \ucd9c\ud310\ub410\ub2e4. \uc774 \ucc45\uc740 \uc6d0\ub798 &#8216;\ub9c8\ucf00\ud305 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