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Direction for Establishing a PR Strategy of Army Recruitment Using AHP Analysis: Focused on Marine Corps

  • Korean Society and Public Administration
  • Abbr : KSPA
  • 2011, 21(4), pp.463-488
  • Publisher : Seoul Association For Public Administration
  • Research Area : Social Science > Public Administration

Shin Hyon Tai 1 유근환 1

1대구과학대학교

Accredited

ABSTRACT

The effects of a declining birth rate and the aging of society, the armed forces also have been facing stiff competition of recruiting young talent and developing a public relation strategy of recruitment. In these situations, this study focused on to derive a new PR strategy of recruitment especially in Marine Corps. At first, the PR strategies of the Republic of Korea Armed Forces and U.S. Marine Corps were investigated. Second, the PR strategy of ROK Marine Corps was divided into four phases: Plan, Do, Check, and Act. This four phases were applied to an expert group and analyzed using Analytic Hierarchy Process (AHP) method to establish priorities of the PR strategy. Finally, the main factors affecting the PR strategy of ROK Marine Corps were identified and the implications were indicated.

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