This document defines and discusses public relations (PR). PR is defined as the interaction and communication between an organization and the public to create and maintain mutual understanding and relationships. The concept of PR has evolved over time from communications management to include a wide range of activities aimed at building and maintaining long-term, friendly relationships with stakeholders. PR developed in Korea through government campaigns, corporate activities, and the founding of professional PR agencies and associations. The document also defines "publics" as groups that emerge in response to issues and can be internal or external, targeted audiences.

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2. What is PR ?
 PR is interaction through communication between the
organization and the public-Harlow. 1976
 PR is create and maintain of the relationship between the
organization and the public (communications management
functions)- Cutlip, Center & Broom, 2000; Grunig & Hunt,
1984; Hutton, 1999
 PR is continued efforts to create and maintain mutual
understanding between the organization and the public
continued efforts- (British Institute of Public Opinion)
 PR is wide range of organization communication activities
that long-term friendly relationship formation, maintenance,
and for developing(To public)-Kim youngwook.2004
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3. Evolution of the concept
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4. PR in Korea
 bulletin of the U.S. Military Government era after Liberation
 "New Village Movement" activities, including a series of
public awareness campaigns
 Corporate public relations (PR) activities.
 "Korea Communications" 1987 Korea's first professional PR
agency
 1989 PR Association founded (www.koreapr.org)
 IT technology and dot-com boom
 Inroads into Korea of a global PR agency: eight of the
world's top 10
 PR market grown by more than 30% in recent 4-5 years
 PR Business Association founded in 2000 (www.kprca.or.kr)
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5. What is publics?
 Publics- Situation group emerged as a
reaction to any problem
 external publics vs internal publics
 target audience
 Potential public, aware public, the public
actively- Based on the knowledge and
involvement
 stakeholders- Affecting or affected group
by the organization's decision-making
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6. PR as relationship network
Organization
Community Investors
Customers Government
Activists
Suppliers
Media
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7. Source
 Teaching materials
PR Introduction(Professor Park Dong-
Jin)
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