• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Hong Bo
Hong bo

A Korean term often used, according to Y. Kim, as a substitute for PR. The terms are not, however, synonymous, at least not if the modern Western understanding of public relations is the source of comparison. Hong bo, again according to Y. Kim, is more akin to publicity and often used to evade negative media coverage. It can therefore be considered a reactive and one-way communication process.

Kim believes that hong bo is ‘deeply rooted in the collaboration between the authoritarian government and the powerful chaebol system during the 1970s’ (2003: 106). The chaebol are mammoth Korean conglomerates, usually active in a range of business spheres and frequently dominated by family interests. Samsung, Hyundai and LG are all chaebol, and despite efforts under ...

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