Indian Journal of Science and Technology

Abstract

Considering that customized public policy and PR strategy have become important today, this article examines how to perform such works effectively. It first examines the concept and meanings of customized communication. Especially the characteristics of customized communication in a relational perspective are scrutinized. Then, this article examines the background and meaning of the advent of big data and discusses public policy and PR using big data and SNS. Through this analysis, it suggests a desirable customized public policy PR strategy. Today, the importance of public policy PR has increased. The public sector becomes more important as we can identify from the fact that concepts like public interest, coexistence, and justice, and the like are major social issues. Reflecting such a trend, the PR activities of the government and public institutions have shown much progress and growth. It becomes more important than before to have public policy effect by establishing and implementing effective public policy PR strategies. Therefore, it is necessary to establish and implement customized PR strategies considering recent media environment and social environment. In this context, this article concludes with the substantial suggestion about establishing and implementing customized PR strategies using big data and SNS to improve public policy effect.
Keywords: Big Data, Customized Communication, Public Policy, PR