국제 PR의 사회적 역할에 대한 탐색적 고찰: 소통에 기반을 둔 문화해석자와 양심적 카운슬러의 역할을 중심으로

This study is designed to provide an in-depth explanation of how international public relations, in terms of its social and cultural perspectives, is practiced in regions beyond the U.S. The current study provides the social and cultural meanings of the public relations approach over the economic approach and emphasizes the importance of social roles of public relations. Furthermore, this study claims that public relations practitioners should play the roles of cultural interpreters and conscience counselors between multinational corporations(MNC) and local societies as ways of completing their own social roles. To examine the social role of public relations in a real setting(Korea), public relations practitioners working for a number of MNCs in Korea were interviewed to find out how they develop their practices and how they perceive their responsibility to both society and clients. Findings from the in-depth interviews of practitioners illuminate the phenomenon of public relations in Korea. It is expected that the findings also facilitate a different understanding of public relations internationally.