Contingent factors: Modeling generic public relations practice in South Korea

This study identified which contingent variables public relations practitioners perceive as influential to their practice in South Korea. They responded that a number of contingent variables influence public relations activities and emphasized the influence of individual and organizational level variables on their practice. Practitioners at the management level perceived organizational level variables as influential while the staff level indicated PR department variables as dominant to their practice. Public relations practitioners whose main function is government relations tended to acknowledge a greater influence of organizational level variables. Most notably, public relations practitioners cited the constraints of negative information release and conflict situations.