A Few Tips

Working in South Korea may be a bit of a cultural change, particularly if you are used to working in a Western country. The adaptation of culture and ethics may take time, however it is important to be aware of the differences between the two societies.

This blog is intended to be utilised as a tool to help you gain further understanding in how to be a successful Public Relations practitioner in South Korea. It touches on important factors such as:

• The South Korean legal system
• Business Culture points
• The political structure of South Korea
• Media usage in South Korea
• And the South Korean economy

This information is compiled by the knowledgeable Public Relation practitioners of SunMedia, all of whom have had to make the transition of working in a Western country to South Korea. We hope this training resource will be of use to those of you who are looking to work or about to start work in the field of Public Relations in South Korea. A report has also been created to complement this blog.

Misc:

South Korean Currency:

The currency used in South Korea is The South Korean Won, usually just called 'Won'.

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Chaebols:

The chaebols are conglomerates of many companies clustered around one parent company. Chaebols tend to spread across industries and are family based.

Today, four major conglomerates employ more than half a million South Koreans and control the jobs of millions more: Hyundai, Samsung, LG, and SK.

Working Hours:

The South Koreans are known for their work ethic, they have one of the highest average annual work hours in the world.

The South Korean Economy & Public Relations

Public Relations was introduced in South Korea by the new democratic government after the Korean war. It was used mainly for the purposes of Crisis Management and Government Public Relations.

The face of Public Relations began to change during the 1980’s when foreign entities began establishing businesses in South Korea. The growing connection between South Korea and the rest of the world saw Public Relations taking on important roles in large corporations and the wider public.

Although little research has been done, the public relations industry is estimated to be worth 1,200 million won (approximately AUS. $100 million) per annum to date.

Socia Media and South Korea

Public Relations practitioners must be aware that there is a very dominant social media presence in South Korean media.


78% of households in South Korea own computers and  98% of computer owners frequently use the internet.

Social Media:

·       Twitter:

  -South Koreans have an active user rate of Twitter that is two times higher than the worlds average

Facebook 

 

Unlike the explosive phenomenon of Twitter, Facebook doesn't have as many followers.  Only10% of those who have internet access have a Facebook account.

Cyworld 

By far the most popular social networking site in South Korea, 18 Million South Koreans  use the social networking site 'Cyworld'. Similar to the Sims, 'Cyworld' enables users to create an avatar and decorate 'mini- rooms' they have built themselves as well as communicating with other Cyworld users. 

NateOn
 

NateOn has a similar large following to Cyworld and Twitter.  It boasts 7.5 million users and works in exactly the same way 'MSN Messenger' does. 




As a Public Relations Practitioner in South Korea, it is vital that you learn about the previously mentioned social networking sites. They provide very useful tools to utilize to help communicate with customers and to respond to questions or problems.