초록/요약

The lecture is addressed by communication consultants, Ms. Yvonne Park and Ms. Yoonji Kim at Fleishman-Hillard Korea (FH). FH is one of the largest PR companies in the world with its affiliates in many countries. FH's philosophy emphasizes a respect for the individuals and teamwork. The lecture is consisted of two parts: the first is the introductive session for the best cases of public campaign and the second is about the tips to make the campaign successful as a PR specialist. As one of the successful case, Ms. Yvonne Park introduces a family campaign called “Five Generation Campaign” in Korea office. The social agenda was to share with the public for the family value. The “Five Generation Campaign” is fully worthwhile finding our roots. In addition, public were able to aware why the future generation is important and how it affects to our life and family in a positive point of view. The second case introduced by Ms. Yoonji Kim is named “That Guy”. The society raised awareness for the negative effects of excessive drinking of young military officer in the U.S. The company used various communication methods to approach to the young military officer for the problem solution. The mainly utilized method was the website created by the company. With the close communication and contact with the targeting group, the company was able to reduce the rate of excessive drinking and made the young military officer find other productive interests for their spare time. The lecture emphasizes the importance of social impact which can be earned by the successful communication and close research to the clients on the given problem.