New Leader of the Korean Advertising & PR Practitioners’ Society
Kim Bong-cheol (Department of Journalism & Mass Communication, ERICA, ‘83)
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Many Korean students from middle to high school dream of becoming a righteous-minded advert maker after coming across public service advertisements. However, when they begin their academic career at university and face a grander society, their dreams tend to fade away and economic boon becomes the main goal of their life. In order to usher in students and prospective advertisement makers to the right places, the Korean Advertising and PR Practitioners’ Society (KCI) has been pursuing various projects and seminars for a period of 10 years. In the midst of those steps, Kim Bong-cheol (Department of Journalism & Mass Communication, ERICA Campus, '83), a professor at Chosun University, is determined to lead the Society on as its new leader.
Values of society
The Korean Advertising and PR Practitioners’ Society is differentiated from other advertisement-related seminars or societies. The Society distinguishes itself by learning and getting involved in the practical insight of advertisements, rather than studying and developing numbers of research papers that are sometimes full of logical fallacies and nonfactual theories. The KCI is composed of 500 PR (Public Relations) and advertisement experts from academia and business. “Mass communication and advertisements require not only educational knowledge, but also direct hands-on experiences, the Society maintains the balance of having educators and practitioners among its members,” said Kim.
The society hosts biannual symposiums and special seminars that cover new ideas and just, ethical methods of advertisements. “There are a host of projects designed and put into action. Two of these include academic journals published for the National Research Foundation of Korea and the Sarangbang sessions that call together university students in China to participate in the making of Korean tourism advertisements. They also include debates that discuss the future of advertisements,” explained Kim. Even though there is half a year left for Kim to become the de facto president of the society, he is preparing hard to lead the grand Society to the right path.
Journey to the mass communication expert
When Kim was young, his dream was to become a consummate literary artist and to major in Korean language and literature. However, when Kim questioned himself of his gift as a writer, he realized that it wouldn’t bring much opportunity for him to succeed. So Kim decided to major in communication studies, even though he lacked professional knowledge or passion for the field. “I was a senior when I happened to apply for the Advertisement Research Paper Contest hosted by Jaeil Worldwide Incorporation- I received the grand prize. I felt proud and came to know my capabilities, which is why I decided to pursue a career in the advertisement field,” added Kim.
After graduation, Kim worked for an advertising company in South Korea. However, adversity came when he decided to become a professor at Chosun University. “I got my doctoral degree in South Korea and I have never been educated abroad. In Korea, it is hard to be admitted as a qualified educator without any academic experience abroad. So, I thought that my effort will determine my future and I decided to write a host of qualified research papers and spread by work in many societies,” said Kim. His endeavor paid off when the fruit of his labor shined bright as a professor and the new president of the Korean Advertising and PR Practitioners’ Society.
Kim is also the vice president of the Korean Advertising Society and a standing member of the Press Arbitration Committee. To the question of how he could stand so successful, Kim stressed academic knowledge that entails experience. “The field of advertisement and public relations can't be mastered with a ‘study hard’ attitude. It requires experience that expand the practical knowledge of binding academics with reality,” Kim professed. Although he feels burdened to become the president of a national society, Kim is ready to step up further.
"Because the advertisement and PR are in close connection with social attitudes and trends, the economy needs to prosper in order for this branch to survive. Economically flourishing companies can support and utilize advertisements, so Kim hopes for a better economy for South Korea. “As an alumnus of Hanyang University, I was always proud of my school. Despite the harsh employment conditions that Korean university students currently face, I hope that they will always step forward with courage and anticipation. Enjoying what one does is the key to success,” concluded Kim.
Kim Ju-hyun email@example.com
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