목 차 CONTENTS
Ⅰ. 서론 ················································································································1
1. 연구 배경 및 목적 ···················································································1
1-1 연구 배경 ···························································································1
1-2 연구 목적 ···························································································2
2. 연구범위 및 방법 ·····················································································2
2-1 연구 범위 ···························································································2
2-2 연구 흐름도 ························································································2
Ⅱ. 제주특별자치도 정책홍보 운영 현황 ······················································4
1. 일반현황 ····································································································4
1-1 제주특별자치도 공보관실 일반현황 ·····················································4
1-2 제주특별자치도 공보관실 운영 조례 및 규정 현황 ····························7
2. 제주특별자치도 국외 홍보 현황 ·····························································9
2-1 제주특별자치도 연도별 국외 홍보 현황 ·············································9
2-2 제주특별자치도 국외 홍보 내용 및 예산 ·········································11
3. 제주특별자치도 정책홍보 운영 현황 진단 ··········································12
3-1 제주특별자치도 언론협력 운영 현황 ·················································12
3-2 제주특별자치도 미디어 홍보 ····························································18
3-3 제주특별자치도 정책 홍보 ································································27
3-4 제주특별자치도 홍보콘텐츠 ······························································29
3-5 제주특별자치도 보도기획 ··································································33
3-6 제주특별자치도 메시지 운영 ····························································34
4. 시사점 ·····································································································35
Ⅲ. 타 시도 정책홍보 사례 ············································································36
1. 타시도 정책홍보 조직 현황 ··································································36
2. 타시도 언론사 현황 ···············································································37
2-1 언론사 현황 ······················································································37
2-2 지역 언론지원조례 현황 ···································································38
3. 타시도 소셜미디어 운영 현황 ······························································40
3-1 소셜미디어 운영 현황 ······································································40
4. 시사점 ·····································································································46
Ⅳ. 제주특별자치도 정책홍보 실행 방안 ····················································48
1. 민선8기 제주도정 주요 정책 ································································48
1-1 민선8기 제주도정 비전 및 슬로건, 목표 ··········································48
1-2 민선8기 공약 및 핵심과제 ·······························································49
2. 기본방향 ··································································································51
2-1 민선8기 제주도정 정책의 중요성 ·····················································51
2-2 제주도정 정책홍보 운영 방향 및 과제 ·············································52
3. 정책홍보 과제별 운영 방안 ··································································53
3-1 제주도정 정책홍보 내실화 ································································53
3-2 협력적 네트워크 구축 ······································································66
3-3 소셜매체 운영 강화 ··········································································72
Ⅴ. 결론 ··············································································································76
참고문헌 ···············································································································79
Abstract ··············································································································80