The Korea Academic Society for Public Relations held a special seminar on Korea’s communication outlook for 2016, titled “Where Is Korea’s Communication Headed in the New Year?”
Yvonne Park, Managing Director of FleishmanHillard Korea, introduced communication keywords to look out for in 2016, presenting on the topic of ‘Global National Image.’
Park said that in order for Korea to become an ‘attractive’ country, it is crucial that Korea establishes a clear standpoint in the areas of politics and diplomatic outreach. She also emphasized that Korea needs to understand that each country has different views, communicate sensitive issues in a sophisticated and authentic way, and prepare follow-up plans to various challenges that may follow.
In the areas of economy and foreign investment, Park said that the practice of ‘Korea Discount,’ which devalues the image of Korea, must be minimized to instead observe the ‘Global Minimum Standard.’
Park stressed the importance of smoothly transforming foreign interests in Korea developed by K-Wave into highly-appealing, ‘magnetic’ experiences.