[Startup Institute Lecture on Demand #2] “Differentiate Your PR Strategies”

Eun-Hye Shin, Manager of Communication Department at SK Happiness Foundation

On May 29

th

, KUBS Startup Institute invited guest lecturer Ms. Eun-Hye Shin, manager of Communication Department at SK Happiness Foundation for the Startup Institute’s ‘Lecture on Demand’ series. Inviting a wide variety of guest lecturers in business practice, the lecture series was designed to provide practical tips and advice to the audience.

Ms. Shin started her lecture by emphasizing the importance of public relations. By public relations, she meant ‘a business’s strategic behavior that conveys ideas and concepts to the target group, aiming at the expansion of business’. She suggested 3 main reasons why public relations is important in the practice of a business: △Low capital △Credibility △Archiving. Ms. Shin pointed out, “In particular, researches have shown that credibility built by public relations strategies is three times more effective than that of advertisement. You should be able to make the most of PR strategies.”

Ms. Shin then shared some useful strategies to build an effective relationship with the press. She explained how to present your business to the press, what to do in the initial stages of the relationship, and useful tips that can increase articles of your business. Details include △show respect for journalist’s privacy – be careful not to waste their time △keep a grounded relationship △make sure your report is simple and precise △avoid asking them for a press coverage during the time of a big political or social event. Ms. Shin advised the audience, “Always make sure not to make a mistake because a tiny mistake can potentially jeopardize the business relationship with the press.”

In addition, Ms. Shin discussed some important strategies on how to differentiate your business on a press release. Above all, she emphasized △No.1 or Only 1 rule’: highlighting being the first at something, even if it requires you to narrow down the relevancy △‘Me, too rule’: taking advantage of a conflict relationship with the major firms △‘Trend rule’: coining a new, eye-catching term so you can be a pioneer in the market △‘Number/Statistic rule’: stressing the statistical and numerical data based on facts △‘Inspiration rule’: delivering an inspirational story related to your business. Ms. Shin explained, “you know how there are hundreds of press releases each day, make sure your business stands out.

The Business School’s Startup Institute holds practice-based lecture series ‘Lecture on Demand’ about startups and business venture, each semester. Anyone interested in the KUBS startup business teams and any KUBS students are welcome to participate in the lectures. For further inquiries, please contact KUBS Startup Institute at 02-3290-2551.