NEWS ROOM All 
Mr Kim’s fourth book on PR has re-stimulated and invigorated debate within the PR industry. Mr. Kim wrote this book to demonstrate the fact that the role of PR is rising within a broader context of Marketing Public Relations (MPR). His conclusion is that MPR, which is based on the strategic use of PR techniques, enhances the effectiveness of an overall marketing effort and is also the best source of future growth within the PR industry.What first gave rise to the now ubiquitous American-style breakfast? How did smoking by women suddenly become public? Why do the old buildings of the United States always include bookshelves? The author analyzes how, with the help of "Big Think" stemming from 'strategic thinking' or from 'lateral thinking', which considers issues from many angles without being hindered by slavish adherence to general opinion and preconceived ideas, PR campaigns have been able to effect change even on the level of the social psyche.Edward Bernays, nephew to the psychoanalyst Freud and a distinguished authority on PR in his own right, created the “American Breakfast” thus changing the very scenery of breakfast tables across the United Sates simply in order to promote the sales of bacon on behalf of his client. Further, Bernays succeeded in inducing American women to smoke in public, until that time a strict social taboo, in order to increase the demand for the cigarettes of his client company.
Deals with PR strategies, theories, the newest trends and the 2002 Korean Presidential election from a PR perspective, citing the author's personal experiences and noteworthy cases. Within the PR scene, foreign books that do not perfectly match the local situation had tended to prevail. Against this backdrop, this book introduces PR cases and strategies that are appropriate for the Korean PR scene.
Discusses crisis communication strategies by analyzing cases of how companies overcame diverse crisis situations. This book examines a wide variety of cases ranging from typical crisis incidents like unforeseen accidents and product tampering, crises which originate from miscommunication between different cultures, environmental crises, to crises in cyber space. It also presents countermeasures to the diverse crises based on the results of the analyses.
Provides a full account of the Korean PR and media scene with real-life examples. Considered a must for corporate executives and PR practitioners, this book contains accounts of actual PR situations and effective ways to handle the media. The book deals in-depth with advanced PR tools and PR techniques, in consideration of local conditions. It also examines PR roles such as crisis management and marketing PR which are emerging as essential aspects of corporate management.