일본의 해외 PR 발전에 관한 연구 - 기업을 중심으로 -

Abstract

Overseas Public Relations by a company may be defined as deliberate and systematic activities to establish reciprocal relationship with the public of other countries. Overseas PR activities by a company allow the public related to the company to understand the corporate identity and serve to construct a corporate image, contributing to good implementation of corporate activities in foreign countries. This study used articles on the developmental process of overseas PR by Japanese companies to examine development and changes of PR activities through the passage of time. It examined what PR activities the Japanese companies have developed in order to remove misunderstanding and friction occurring in foreign countries as they experienced an increase in the growth rate and the size with the advance into the foreign countries and what concrete PR activities were necessary to enable the relevant public to understand the corporate identity and to construct a corporate image. The results show that overseas PR activities by Japanese companies are changing from passive and defensive measures against criticism of the companies to active and preventive PR activities. In other words, as the PR activities changed from post-measures to prevention, companies came to pay more attention to the management of the relevant public than before and PR activities are expanding into very professional communication tasks including crisis management.