Core Elements for Organizational Sustainability in Global Markets: Korean Public Relations Practitioners’ Perceptions of Their Job Roles

JiYeon Jeong and Nohil Park
Additional contact information
JiYeon Jeong: School of Advertising & Public Relations, Hongik University, 2639 Sejong-ro, Jochiwon-eup, Sejong 30100, Korea
Nohil Park: Department of Health & Strategic Communication, College of Integrated Social Science, CHA University, 120 Haeryong-ro, Pocheon-si, Gyeonggi-do 11160, Korea

Sustainability, 2017, vol. 9, issue 9, 1-15

Abstract: For the purpose of enhancing organizational sustainability in global markets, organizational public relations practitioners in international firms take roles to respond toward the global public. This study explores practitioners’ perceptions of their job roles in global public relations firms and identifies the elements that support those roles. To address these concerns, a qualitative method, specifically an in-depth interview, was conducted because it endeavors to reveal and understand what lies deep within the complexity of a little-known phenomenon. As the specific public of this research, Korean practitioners were selected, since the public relations industry in Korea has been influenced by globalization, and diverse global public relations firms have branches in Korea. Analysis of in-depth interviews suggests a typology of three newly defined roles for Korean practitioners: strategic counselor/manager role, non-strategic technician role, and business manager role for practitioners’ own firms. It also identifies nine elements affecting public relations practitioners’ roles. The important and powerful elements were chiefly attributed to culturally specific influences. This study provides critical clues for enhancing both entrepreneurial sustainability in global markets and the professionalism of public relations. Finally, public relations practitioners will be better able to make optimal decisions regarding their client organizations’ adopted strategy.

Keywords: organizational sustainability in global markets; global firms; Korea; culture; job roles; public relations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/9/9/1646/pdf (application/pdf)
https://www.mdpi.com/2071-1050/9/9/1646/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:9:y:2017:i:9:p:1646-:d:112052

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().