2010-07 - Korea IT Times

Cover Story
distribution channels -for example, provision
of more e-publications. We will continue
to cash in on the merits of social media,
which is strong in communications, in
making our PR efforts. And various promotional
contents will be developed in consideration
of the characteristics of each platform.
In short, we will utilize the new media
as the most optimized PR channel.
Q : What is KOCIS's strategy for enhancing
the image of Korea via overseas media
coverage?
A : The mass media works as one of the
strongest tools for setting and fine-tuning a
nation's image because general people
come into contact with the media on a daily
basis. Therefore, how Korea is perceived in
the eyes of foreigners is mainly determined
by overseas media coverage of Korea. With
Korea's international status growing in importance
in the world, the foreign media
has started to pay due attention to Korean
culture while still focusing on the Korean
economy and the inter-Korean relations.
To cast the image of Korea in a positive
light, KOCIS has created varied channels
with foreign news organizations and been
strengthening networks with them. First of
all, we are making efforts to provide foreign
journalists translated versions of
press releases in a swift, accurate manner
in order to help them report based on accurate,
ample data. Korea has also offered
support for foreign journalists gathering
new materials, and developing various
newsworthy areas that can pique interest.
Furthermore, we invite journalists from
developed nations, Asia and Africa and provide
customized support for news gathering
in line with their specific areas of interest.
Q : Could you elaborate on the activities
of KOCIS Cultural Delegations, as well
as their PR achievements?
A : KOCIS Cultural Delegations are made
up of private envoys -namely, college students
- who go abroad to take on volunteer
work with the added duty of promoting
Korean culture abroad. This KOCIS
Special Korean Cultural Performance held for U.S.F.K
KOCIS shows Korean traditional dancing performance
Cultural Delegation program, which dates
back to 2006, is designed to introduce
Korean culture to foreigners and embellish
the image of Korea. Though the number of
participating college students fluctuates in
winter and summer seasons, about 700 to
1,500 volunteers are grouped into 40 to 60
teams to go on cultural mission trips.
This summer's KOCIS Cultural Delegation
consists of nearly 200 cultural ambassadors
who have taken compulsory classes
titled "Desirable Roles of Cultural
Delegations" and "The Essence of Korean
Culture through Comparing Korean
Culture with those of China and Japan. In
addition, elective classes such as "Samul
nori (a genre of traditional percussion music
originating in Korea)" and "Hanji
(Korean paper) Craftwork" are also offered
to both entertain and educate foreigners
about Korean culture. By offering various
kinds of promotional gifts, participating
college students are scheduled to spend
their summer holidays promoting Korean
culture in 22 nations in South East Asia and
Africa.
Chun Go-eun/clairbear@koreaittimes.com
22 KOREA IT TIMES | July 2010