The Secret of Success in the Korean Travel Market
"1st Chapter Public Relations"
Public Relations is the most important element for business success.
Until the mid-twentieth century, successful business outcomes could be achieved by simply building close working relationship with major print or broadcast media.
The print and broadcast media that predominated in the twentieth century made public relations easier. The number of medium outlets was limited compared to today and using these limited outlets could be done relatively inexpensively and efficiently if you needed the media coverage.
This made public relations the preferred marketing method until the end of the 20th century.
It is not the case today. A new media has arisen with the internet at its core. The ubiquitous internet introduced in the late 20th century has changed the media mix and rapidly changed media and public relations. From the beginning of this century we have found a great many new media platforms with different forms and concepts. This changed the meaning of media traditionally referred to as print or broadcasting media. Internet based media is often referred to as the new media.
The new media include major portals such as Naver and Daum In Korea, these are the most important major portals compared to other internet engines used elsewhere. Naver and Daum, used as a medium of communication, increases in importance when augmented by websites operated by individuals, organizations, and social networking sites (SNS) such as Facebook, Twitter, Blog Media and other separate companies emerging in this field. Integrating all of these into a public relations campaign is emerging as a very important factor.
In Korea the impact of new media is more dramatic than any other places in the world. Naver and Daum have become the kings of the media industry and hold tremendous sway over any marketing of public relations campaign. Naver is the most influential in the Korean market. With over 70% share of on-line communications in Korea, Naver has made four major print media organizations subordinate to its dictates for all practical purposes.
The appearance of SNS such as Facebook, Twitter, and Blog has also been a phenomenon. It has played a significant role in communications among individuals, companies and other organizations in Korea as in the rest of the world.
While all these new media factors are present in Korea, few have actually figured out how to capitalize on these changes in media to maximize their public relations and marketing campaigns. As a result, even though we are now living in a far different business environment many companies and organizations cannot sense the impact of the new media or don’t know how to capitalize on it. As a result, the majority of the tourism industry is caught in the old media, public relations, and marketing methods of the past and never attempt make the changes necessary to be successful in the future.
Media1 and Innovative Marketing provides customers a new form of public relations under the new paradigm. We break away from the concepts of the last century so that they can gain the efficiency and effectiveness the new media can provided. Using the tools of the new century we can work with our customers to achieve their goals and objectives and improve their work performance.
By Howard Jungchan Lee
President and Publisher The Media1 The Innovative Marketing The Travel1
