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Chap. 8 – China, Japan &
South Korea
Global Public Relations
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China
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Communist model, but gradual
decentralization of authority
Strong economic growth
Pragmatic development; planned
privatization
WTO entry and global trade having impact
on world economy
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Challenges Remain
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Poverty, especially among rural population
Environmental crises
Ongoing central government management
of economy
Tightly controlled media
High power-distance index
Legacy of “Miss PR”
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Terms Worth Understanding
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Ren --- benevolence
Li --- rituality
Yi --- fidelity
Guanxi --- network of relationships
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Also – the importance of preserving face
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China’s Recent PR History
Introduction
Upsurge
Rethinking
Declining
Revitalize
1980-1985
1986-1989
1989-1992
1992-2000
2000-Now
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Factors to Monitor
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Trend toward transparency
Growing media freedom; new media
Expanding international business
Emerging public advocacy
Professionalization of public relations
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Japan’s PR Context
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From foreign occupation following World
War II to 15% of world GDP
Western democracy, imperial tradition
End of “lifetime” employment, consumer
complacency, quiet stakeholders
Wa --- collectivism, harmony and concord
High-context communication pattern
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Japan’s Unique Media
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Print media strength; strong newspaper
circulation
Media family owned
Role of NHK
No “watchdog” role
Press Clubs
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Japan’s PR Past
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Rooted in Propaganda (pre-World War II)
Stress on government information
following war
PR growth paralleled economic growth
from 1950s
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Linked with advertising and marketing
Supported sales, product publicity
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PR Prospects in Japan
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Lingering association with media relations
Promising growth in specialized counsel
Growing recognition of value of 2-way
communication
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Status of South Korea
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Consolidating economy and democracy
Government-business partnerships
Strong Confucian influence; considerable
Christian presence
High power-distance; high collectivism;
high-context communication
Emphasis on interpersonal communication
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Other Characteristics
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Hard-won media freedom
Substantial new media penetration
PR introduced post-World War II by U.S.
military
Hong bo = PR (literally “publicizing
widely”)
Initially 1-way model; ‘88 Olympics and
election of ‘92 ushered in improvements
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PR in South Korea Now
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Substantial presence of global PR firms
Established professional organizations and
publications
Higher education programs through
doctoral level
Advanced employment of new
communication technologies
Still – profession not fully appreciated
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