Public relations in south korea applying theories and exploring opportunities

Yungwook Kim, Linda Childers Hon

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


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.

Original languageEnglish
Pages (from-to)263-286
Number of pages24
JournalJournal of Asian Pacific Communication
Issue number2
StatePublished - 1 Jan 2001


  • Communication characteristics
  • Cultural diversity
  • International public relations
  • Public relations in South Korea
  • Public relations models
  • Public relations roles


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