Resumen de A comparative analysis of the perception of public relations in Chinese and South Korean newspapers

Jae-Woong Yoo, Samsup Jo

• The study analyzes the major newspapers of China and South Korea to explore how the journalists perceive public relations term which is equivalent to Xuan Chuan in China and Hong-Bo in South Korea. Chinese news considered the primary function of Xuan Chuan to be persuasion, whereas Korean news considered the primary functions of Hong-Bo to be public information and image (reputation) management. Xuan Chuan was more likely to be associated with the government and persuasion, whereas Hong Bo was closely associated with for-profit organizations and image management.