PR 실무에서 질적 조사 활용 현황과 인식: 실무자 인터뷰를 통한 방법론 교육의 시사점

초록

This study aims to explore how research methods, particularly qualitative approaches, are utilized in public relations (PR) practice and how practitioners perceive and evaluate these methods. The study also seeks to derive implications for methodology education in university-level PR programs. To this end, in-depth interviews were conducted with PR professionals working in PR firms and corporate communication departments. The findings indicate that research activities are considered essential in PR practice; however, systematic implementation is often constrained by factors such as time, cost, and organizational conditions. Qualitative methods are recognized as valuable tools for enhancing the quality of PR work, with interviews being the most frequently employed technique. Nevertheless, due to the difficulty of adhering to rigorous methodological standards in practice, qualitative research is often conducted in a relatively subjective and unsystematic manner. These results suggest a gap between current methodology education in PR programs and the competencies required in professional practice. Accordingly, this study proposes that PR education should not only strengthen foundational understanding of research methods but also incorporate practice-oriented training that reflects real-world applications.

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