The Evolution of Public Relations In South Korea

Résumé du document

The term 'Hong Bo' is used in South Korea as a substitute for the term 'public relations' and it can be described as a disseminating information in a wide coverage using mass media. 'Hong Bo' refers to publicity activities. The publicity dominates the public relations activities but some practitioners practice more diversified PR activities like community relations, crisis management, investor relations etc. Nowadays, open communication is used more often used for long-term relationships between organizations and the public. Moreover, the rapid globalization forces practitioners practice sophisticated forms of public relations.

Extraits

[...] The number of internet users has drastically increased thanks to the fast growth in penetration of broadband. There is a competition among all the information to the advantage of PR. Conclusion Nowaday the demand for PR services by South Korea companies is increasing. Social democratization allowed the development of PR. The changing economic, political and legal system provides organizations with more opportunities to practice professional PR. Now, the South Korean PR industry adapts to new environmental demands and the enterprising practitioners allowed the improvement of South Korea's public relations industry. Low profits resulting from high competition. [...]

[...] The study revealed that practitioners who used the two-way models were more satisfied with their jobs than these practicing the one-way craft models. Infrastructure and PR There is an alliance between the government and « chaebols » (family companies) exposed by South Korea media. The « chaebols » didn't care for the other publics except the media. There are no laws to block PR activities by government agencies so it has invested money in significant PR projects. PR by the government can be characterized as developmental PR due to its amplification on national development projects. [...]

[...] The number of internet users has drastically increased thanks to the fast growth in penetration of broadband. There is a competition among all the informations to the advantage of PR. The media environment In South Korea there is a total of 112 daily newspapers and 1999 weekly magazines. Cable television is operated by 29 programs provided 77 stations. Television is more credible than the newspapers and internet is emerging. After social democratization, the print media are privately owned thus the government doesn't control media, and so there are conflicts between both. [...]

[...] Confucianism blocks ethical PR practices and develop a unique cultural characteristic which is called « gao guanxi » and this implies a negative manifestation of confucian principles. We can notice the South Korean system follows the american system but in South Korean the companies have less freedom to communicate. There are four Confucian rules: Indirect communication Family chief orientation top manager can regulated the communication system of the organization without interference) Confucian worldview Face saving The media environment In South Korea there is a total of 112 daily newspapers and 1999 weekly magazines. [...]

[...] Moreover, the rapid globalization forces practitioners to practice more sophisticated forms of public relations. Development of the field History Development of the PR begins with the arrival of American military forces in South Korea. The introduction of the public information function to government PR was a key juncture in the development of PR. PR were used to manipulate public opinion until the civil revolution of 1960. A real development of the PR has been noticed with the remplacement of dictatorship by a social democracy. [...]