By Lee Kap-soo

Kim Kyong-hae, CEO of Communications Korea, has published a book on public relations (PR) titled, 'Dream and success of a PR Person'.

The author, Kim Kyong-hae, is considered a pioneer in the Korean PR industry, combining practice and theory. As the person who elevated 'PR' to an 'industry' in Korea, Kim led the development of the Korean PR industry while serving as the chairman of the Korea PR Association (KPRA) and the chairman of the Korea Public Relations Consultancy Association (KPRCA).

He also served as a reporter for The Korea Herald and Korea correspondent for Reuters before founding Communications Korea (formerly BK Communications) in 1987, when he was publisher of Business Korea.

The new book looks at the future of the PR industry. It synthesizes various theories and cases on a wide range of topics, including public perception, problem-solving methods, and crisis management.

The book is organized into five chapters. Chapter 1 (Changing Perceptions to Achieve PR Goals) introduces the case of Cheongsong County, Gyeongsangbuk-do, which improved its image, and Chapter 2 (Solving Problems with Creative Thinking) describes Red Bull's "Wiiings" campaign. Chapters 3 (Managing Crisis with Strategic Thinking) and 4 (Doing PR with PR) introduce the crisis in the PR industry and how to respond. Chapter 5 contains the author's life story in PR.

The author Kim emphasizes, "In order for the PR industry to become a specialized field, it is necessary to have ▲ research and statistical analysis ▲ knowledge of the press and media ▲ social media utilization ability ▲ professional planning ability ▲ big data analysis ability ▲ and high language level. This book will be helpful not only for those currently working in the PR industry, but also for students who want to enter the PR field."