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

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.

Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

“…In recent times, the need for sustainability has led to the development of various innovative sustainable business approaches [5][6][7][8]. To be more precise, the issue of sustainability has been viewed from the social perspective [9][10][11], the technological perspective [12], and the organizational perspective [1,13,14]. Furthermore, eight archetypes have been categorized into three sustainable dimensions: technological, social and organizational dimensions [15].…”

Entrapment Between Narratives: The Millennial Voice and Degendering Organizational Resilience

“…What emerged from this set of findings was the macro influence of national culture on organizational policies and perceived power differentials. Although culture specific differences have been found to influence sustainability in global markets, there has not been much research in this area on an organizational level (Schewe et al, 2013;Jeong and Park, 2017).…”

Enhancing Bank Loyalty through Sustainable Banking Practices: The Mediating Effect of Corporate Image

“…The need for sustainability has led to the development of various innovative sustainable business approaches in recent times [5][6][7][8]. From a more precise perspective, the issue of sustainability has been viewed from the social perspective [9][10][11], technological perspective [12], and organizational perspective [1,[13][14]. Comprehensively, [15] developed eight archetypes which were categorized into three sustainable dimensions: technological, social and organizational dimension.…”