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사회과학대학
커뮤니케이션·미디어학전공
Journal papers
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Public relations in south korea applying theories and exploring opportunities
Title
Public relations in south korea applying theories and exploring opportunities
Authors
Kim Y.
;
Hon L.C.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱
Issue Date
2001
Journal Title
Journal of Asian Pacific Communication
ISSN
0957-6851
Citation
Journal of Asian Pacific Communication vol. 11, no. 2, pp. 263 - 286
Keywords
Communication characteristics
;
Cultural diversity
;
International public relations
;
Public relations in South Korea
;
Public relations models
;
Public relations roles
Indexed
SCOPUS
Document Type
Article
Abstract
The purpose of this study is to examine how and why existing public relations theories, developed largely in the United States, workor do not work to the public relations function in South Korea with the consideration of differences in cultural and business systems. Qualitative interviews with CEOs and public relations executives in Korea revealed difficulties in applyingWestern models of public relations and cultural norms for communication to the Korean situation. Also most Korean public relations practitioners perform technical duties, yet they understand the function and importance of the manager role. Current trends suggest that Korean companies increasingly understand the value of public relations in this pluralistic and integrated society. © 2001 John Benjamins Publishing Company.
DOI
10.1075/japc.11.2.09kim
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