A
PUBLIC RELATIONS×TECHNOLOGY
AI as a social phenomenon. AI as a research method. Theory as the anchor.
- AI-mediated communication
- LLM-assisted analysis
- Computational text analysis
- Digital publics & large-scale data
KOREA UNIVERSITY · COLLEGE OF MEDIA & COMMUNICATION
GLOBAL BY DESIGN
WE RESEARCH.
WE CONNECT.
WE CREATE IMPACT.
WE CONNECT.
WE CREATE IMPACT.
P-R-X
RESEARCH
COLLECTIVE
Public Relations
at the Intersections.
TECHNOLOGYPUBLIC INSTITUTIONSORGANIZATIONSCULTUREGLOBAL SOCIETY
01 / WHY P-R-X?
WHERE IDEAS
CROSS,
CHANGE FOLLOWS.
Public Relations rarely operates within a single boundary.
It intersects with technology, institutions, organizations, culture, and society. The X in P-R-X marks those crossings — where established theory meets emerging environments, and where new questions become possible.
THE X IS NOT A BUZZWORD.
IT'S OUR RESEARCH LOGIC.
IT'S OUR RESEARCH LOGIC.
02 / RESEARCH
THREE DOMAINS.
ONE COLLECTIVE.
Our work is organized around substantive intersections — not fashionable methods. Technology is both a research environment and a methodological extension of Public Relations scholarship.
B
PUBLIC RELATIONS×PUBLIC INSTITUTIONS
How governments, policy institutions, experts, media, and publics communicate around consequential issues.
- Government & policy communication
- AI governance
- Science communication
- Misinformation & public information
C
PUBLIC RELATIONS×ORGANIZATIONS & CULTURE
Organizations, employees, consumers, fans, and publics in corporate and cultural worlds.
- Entertainment, K-pop & gaming
- Corporate & employee communication
- CSR, sustainability & reputation
- Global cultural communication
03 / SIGNATURE APPROACH
NOT “AI FOR AI'S SAKE.”
THEORY-DRIVEN
COMPUTATIONAL
PUBLIC RELATIONS.
01PUBLIC RELATIONS THEORY
↓
02AI AS PHENOMENON
↓
03AI AS METHOD
↓
04SOCIAL & INSTITUTIONAL APPLICATION
Technology expands what theory can observe and test. It does not replace theory. We choose methods because they fit the question — not because they are new.
04 / GLOBAL BY DESIGN
NOT A TOPIC.
A RESEARCH ARCHITECTURE.
KOREA↔CHINA
KOREA↔RUSSIA
KOREA↔EUROPE
KOREA↔AUSTRALIA
MULTI-COUNTRY↗COMPARATIVE
05 / THE COLLECTIVE
RESEARCH GROWS
THROUGH COLLABORATION.
Different disciplinary, methodological, professional, and cultural backgrounds are not noise. They are part of the design.
Faculty Director
Research agenda, theory development, supervision, grants, external collaborations, quality control.
Doctoral Researchers
Lead projects, develop methods, mentor junior researchers, and coordinate collaborative scholarship.
Graduate Researchers
Build a primary research identity while gaining collaborative and methodological experience.
Affiliated Researchers
Faculty, postdoctoral researchers, research professors, and sustained collaborators.
06 / HOW WE WORK
LESS STATUS REPORT.
MORE INTELLECTUAL FRICTION.
Research Workshop
Ideas, models, manuscripts, and results get focused critique.
Methods / Development
LLM validation, R/Python, SEM, experiment, survey design, writing.
Project Check
Stage · change · obstacle · next action · owner.
P-R-X Research Day
What we learned. What we produced. What comes next.
07 / OPERATING PRINCIPLES
Theory Before Tools
Methodological Pluralism
Evidence Before Hype
Global by Design
Collaboration with Accountability
Scholarship with Consequence
✳
08 / JOIN · COLLABORATE
BRING A QUESTION.
BRING A PERSPECTIVE.
P-R-X welcomes graduate researchers and collaborators interested in theoretically grounded work across technology, public institutions, organizations, culture, and global society.