Abstract
The term 'Hong Bo' is used in South Korea as a substitute for the term 'public relations' and it can be described as a disseminating information in a wide coverage using mass media. 'Hong Bo' refers to publicity activities. The publicity dominates the public relations activities but some practitioners practice more diversified PR activities like community relations, crisis management, investor relations etc. Nowadays, open communication is used more often used for long-term relationships between organizations and the public. Moreover, the rapid globalization forces practitioners practice sophisticated forms of public relations.
