Abstract
Culturally, Taiwan’s original public relations (PR) concept derived from Confucius’s (551–479 BC) philosophy on social harmony and hierarchical orders, as well as the importance of public opinion. The modernization of PR has struggled with traditional misunderstanding of its practice as merely gift-giving, favour-offering and private social connections (‘guanxi’). As a result, personal influence and cultural interpreter, the two most frequently practiced models in Asia, are also important in Taiwan. In order to maintain long-term relationships with media and clients, local PR firms strategically apply the techniques in interpersonal communication to reach their PR goals. PR in Taiwan has also been cultivated by the values from the US and Europe — especially the PR education system from the US which has been a great influence on Taiwan’s PR education.KeywordsConfucian philosophyguanxipersonal influence modelpublic relationsTaiwanUS influence
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