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Sustainability 2017, 9(9), 1646; doi:10.3390/su9091646

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

1
School of Advertising & Public Relations, Hongik University, 2639 Sejong-ro, Jochiwon-eup, Sejong 30100, Korea
2
Department of Health & Strategic Communication, College of Integrated Social Science, CHA University, 120 Haeryong-ro, Pocheon-si, Gyeonggi-do 11160, Korea
*
Author to whom correspondence should be addressed.
Received: 31 July 2017 / Revised: 10 September 2017 / Accepted: 10 September 2017 / Published: 15 September 2017
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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. View Full-Text
Keywords: organizational sustainability in global markets; global firms; Korea; culture; job roles; public relations organizational sustainability in global markets; global firms; Korea; culture; job roles; public relations
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Jeong, J.; Park, N. Core Elements for Organizational Sustainability in Global Markets: Korean Public Relations Practitioners’ Perceptions of Their Job Roles. Sustainability 2017, 9, 1646.

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