Abstract
This study applies the global theory of generic principles and specific applications, based on the excellence study, to South Korea. Data were collected using the International Association of Business Communicators's excellence questionnaire and Hofstede's cultural values questionnaire. Results show that the excellence theory could be used to explain South Korean public relations practice. In addition, findings on influence of societal culture show that excellent public relations practice in South Korea may be enhanced by collectivism and dynamic elements of Confucianism.
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