J.K. Lee, “Should actively deal with digital network among independent agencies”Special conference which gathers PR specialists from all over the world, ICCO(International Communication Consultancy Organization) Global Summit 2014 successfully hold in New Delhi, India from October 9 to 10. In its 2014 edition, Medicom CEO J.K. Lee attended and earned huge interest from PR affiliates of the world with presentation regarding topic of a virtual union among among PR agencies in the digital environment.
▲Start of ICCO Global Summit 2014 hold in Shangri-La’s – Eros Hotel, New Delhi. PR experts from world arrived at the event hall with its start.
ICCO is an organization which discusses concerns and long term goal for overall growth of PR industry by subjecting world leading PR consultancies. It operates the organization under membership system, and board of management who are in charge of operating organization has two meetings a year including annual ICCO Global Summit and board of management conference. Approximately 30 representatives consist of leaders of continent or nation representing PR firms, has four years of tenure. Their regular meeting is prepared to meet the practical goals of organizations such as quickly updating case studies and know-hows of PR specialized agencies or dealing with ethical issues across overall industries.
▲Photo of reception after the main session
Last August, J.K. Lee of Medicom invited as session speaker of ICCO Global Summit 2014. This invitation possess special meaning to Medicom by directly informing its exclusive move which adopted big data mining strategy in PR field and developed new platform for independent PR agencies to the world. It also introduced Medicom’s history which aggressively expanding boundaries of PR from CPR, CPR, crisis management, and digital PR in front of worldly renowned industry leaders including ICCO board managers. J.K. Lee’s presentation gained much attention as Medicom was an only PR company invited in Korea.
▲CEO J.K. Lee in his speech
J.K. Lee’s presentation was under the title of a virtual union among among PR agencies in the digital environment. Considering the visualization of economic growth in Asian market, Lee explained that virtual alliance among companies is possible through SNS platform as a part of effort to build network among PR agencies in each region. However, the newly proposed network has large difference to existing method in terms of efficiency and format. For independent companies, MOU was the only way to expand their network; however, network’s practical effectiveness was hard to expect due to limitations in information sharing coming from cultural, verbal, and geographical difference. Thus, Medicom proposed ‘digital network’ as an alternative.
Evolving communication strategy is a key success factor for Medicom
ICCO Global Summit introduced Medicom as “PR agency which studies and commands communication strategy based on various social media.” By actively responding to media trends, Medicom enlarged scope of PR through social media and continued analysis on social media platform’s fundamentals and trends. In this year, Medicom launched “allpage,” an interest-based social media, which was planned and developed by Medicom. After, the company also developed one platform with evident target and purpose which directly applies to PR industry; the service is a social media for corporations and it increased practicality in networking through sharing information, career, and PR industry.
▲Introduction video of digital network platform which played within presentation. Medicom’s social communications team produced the video clip.
Interest that Medicom’s “SNS for corporations” gained from foreign PR industry leaders were over expectations. They shared same concerns of building efficient network in the industry trend which needs to target global market. And they all agreed on communication method through digital environment that lessens misinterpretations coming from capital, time, nationality, and culture. Intuitive delivering of message by showing video clips or images within short speech time also helped a lot.
Keyword for upcoming PR industry is “Asia”
Among 20 sessions which consisted this ICCO Global Summit, here are the bullet points for Korean PR agencies.
▲Picture of Bob Pickard, Chairman for Asia-Pacific of Huntsworth plc, during his speech
Almost 200 corporations out of Fortune 500 are Asian companies, and more than hundred are Chinese corporations. However, these multinational companies remain anonymous in foreign regions. For Asia-based corporations of next generations to grow as global companies, they are now reached the status how and where to utilize PR. This phenomenon will rise with the era of social media, and this means it is inevitable result of industrial trend among companies who take PR as an essential function. Center of world economy is moving toward Asia, and Asia would emerge as the most necessary stage for PR communication among different culture.l Donna Zurcher(Managing Partner, Instinctif Partners) – Partnerships in global communications
As the target market of companies spread out all over the world, agencies must plan the execution of multilateral communications based on understanding of each nation. Shrinking boarder, the world, offers a new challenges and opportunities for the communication industry workers who put multinational PR programs into practice. Markets are newly formed, and geographical boarders between nations keep losing their meanings. At this time, understandings of local characteristics merging into the multinational programs act as a key factor of communication. It is important to form and improve the information network according to the customers’ demand in each region.
Moreover, success depends on the selection of most optimized partners or agencies within the wide boundaries of global PR.
▲ PR agencies’ representatives from various regions who are freely discussing in the event hall
As a single market, India is the most diversified market in the world. The country possesses world leading complexity starting from language, consumptions, media, and ethnicity. This characteristic directly appears on the surface when Indian corporations seek business opportunities from abroad. Thus, companies around the globe could find case studies or clues for multinational PR as they research on “global skills” which Indian companies experienced and learned from various markets in other regions.l Panel Discussions: Emerging of Asian PR
PR experts working in major markets of Asia Pacific region proceeded session in form of panel discussions. Among diverse topics, discussion were made under the topic of efficient communication method to reach targets in Asian nations, challenges and opportunities that PR industry confronts, and Asian PR companies’ competencies in global market.
Grace Heeran Kim