Images of “Hong Bo (public relations)” and PR in Korean newspapers

This study analyzed the meaning of Hong Bo and PR as the terms appeared in three main Korean newspapers, on the basis of Spicer’s seven themes. A total of 1548 mentions of the term Hong Bo and PR were analyzed as follows: First, Korean newspapers, like newspapers in the United States, tend to view Hong Bo and PR as publicity or merely PR. Thus, overall Korean newspaper reporters have a negative attitude toward the meanings of Hong Bo and PR and the reporters’ viewpoint was supported by this study. Second, the uses of PR and Hong Bo were categorized as challenge, distraction, disaster, hype and merely PR. While Hong Bo was categorized more of terms as challenge, distraction and disaster than PR was, PR was categorized more of terms as hype and merely PR than Hong Bo was. This also indicates that while the meanings of Hong Bo were more negative or positive than those of PR, the meanings of PR have been used as more neutral than those of Hong Bo. The study suggests that Korean public relations practitioners and relatives have to try to lead the public to a positive attitude toward the term Hong Bo, which has been used more frequently than the term PR.