[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 협상자로서 PR실무자의 협상자질 구성요인에 관한 연구

Abstract

A study on negotiation trait factors of PR practitioners as negotiators

 

Park, Jongmin, Ph.D.
Assistant Professor
Dept. of Journalism and Communications
Kyung Hee University

 Ahn, Joo Ah, Ph.D.
Assistant Professor
Dept. of Journalism and Advertising
Dong Shin University

 

The main purpose of this study is two-folded. First, it attempts to discover negotiation trait factors of PR practitioners. And the Second, this study attempts to explore the difference of negotiation trait according to PR practitioners' characteristics, work types and roles in their organization.

Major findings of this research are as follows. First, the factors of negotiation trait are consist of ‘relationship,' ‘ability of communication’, 'responsibility', 'consideration & self-confidence', 'impression', 'experience of negotiation', 'intelligence'. These factors were statistically significant to explain the concept of negotiation trait for PR practitioners. Second, PR practitioners have volition, sincerity and responsibility as basic traits in the work management process. But, they thought it is not enough for training and experience of negotiation.

This study presents an empirical finding to explain negotiation trait factors of PR practitioners based on negotiation studies.

 

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Key Word :  Public Relations Practitioners, Negotiation, Negotiation Trait, Factors of Negotiation Trait