This paper compares media relations in Japan, South Korea, Taiwan, and the United States. There are several significant findings. First, the media-public relations practitioner relationship is more informal and closer in Asia than it is in the U.S. Second, media ethics, such as gift giving and informal gatherings, are different in these Asian cultures and in the U.S. Finally, the U.S. journalists and public relations practitioners have more positive attitudes toward on-line types of source-reporter relations than Asian journalists and practitioners do. Theoretical and practical implications are discussed based on the findings of this comparative analysis. [ABSTRACT FROM AUTHOR]