Public relations in South Korea: Applying theories and exploring opportunities

The purpose of this study is to examine how and why existing public relations theories, developed largely in the United States, work or 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 applying Western 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.