Overcoming Ethnocentrism: The Role of Identity in Contingent Practice of International Public Relations

Based on literature from the contingency theory of public relations and psychocultural conflict theory, this study explored how multinational corporations (MNCs) are practicing public relations in Korea, and what contingency factors impact MNCs' stances in conflict situations. Interviews of leaders in public relations agencies whose major clients are MNCs found that "fear factor" plays a critical role in MNCs taking more accommodative stances in conflict situations. MNCs tend to move toward accommodative stances based on their fear of Korean media and local culture, regardless of the presence of 2-way symmetrical communications with publics. More specifically, accommodation seemed to be enacted through 1-way communication (i.e., local publics' claims) and MNCs' fear of media, local culture, or publics. This finding implies the following: First, 1-way communication may not always result in advocacy as is claimed in Western cultures, but may actually lead to accommodation. Second, indigenous local cultural dimensions should be explored in examining international public relations practices.