PR meets Hong Bo: An alternative approach to international public relations.

摘要

The dissertation is designed to provide an in-depth explanation of how international public relations, in terms of its social and ethical perspectives, is shaped in regions beyond the US. Furthermore, the study offers an alternative theoretical perspective focusing on public relations effects on contemporary global but different societies. That is, the alternative perspective provides the social and cultural meanings of the public relations approach rather than the economic viewpoint. For these ends, I carry out twofold tasks through the current study. First I examine the public relations practices conducted by multinational corporations (MNCs) operating in Korea seeking a answer to: how public relations practitioners working for MNCs in Korea perceive and practice their roles as well as their effects on society as whole as responsible communicator in a broader social and cultural context.;My second task, through the study, is developing an alternative approach to public relations based on the Korean context. The alternative model suggested in this study will help public relations practitioners perceive their roles within the context of the broader social and political practices instead of merely supporting their organizations' economic interests.;To complete those tasks, two MNCs', Proctor & Gamble (P&G) Korea and EMC Korea, culturally unique public relations campaigns in Korea are examined and public relations practitioners working for a number of MNCs in Korea are interviewed to find out how they develop their practices and how they perceive their responsibility to both society and clients. Furthermore, the findings illuminating the contemporary phenomenon of MNCs' public relations in Korea will contribute to develop an alternative approach to public relations in the international environment.