B-M Intern-Speak

Intern Profile Update for Newcomers! Welcome!

2010-10-26T18:25:00.000-07:00

Yoonseon Barng (방윤선) - Newcomer

Started working at B-M: August 23, 2010

School: Hankuk University of Foreign Studies (한국외대)

Major: French & Business Administration

Path to B-M: I started my first internship at a PR firm when I was a sophomore. I had a chance to write press releases, and organizing new car launching shows three times. I learned the effectiveness of PR through my internships and I began to pay attention to the PR industry. Finally, I got a chance to join BM. We are living in the world of fierce competition so I’m sure that the PR industry will become more and more important.

I want to become a specialist in crisis management. Crisis management is the most important thing in the PR industry and I want to be a specialist who can turn crisis into another opportunity.

Albert Sang-min, No

(노상민) - Sports Lover

Started work at B-M: August 30, 2010

School: University of Illinois at Urbana-Champaign (UIUC)

Major: Electrical Engineering

Path to B-M: Everyone may think that it sounds weird working in PR industry as having majored in electrical engineering. Frankly, I was never thought of doing internship in B-M because my anticipated career path was obviously becoming an engineer. However, while serving military in Korea, I have read diverse kinds of books and had time to think about my future. I could finally realize my favorable career is not an engineer but doing my own business in future. So, I researched and realized that PR firms play a key role in many business area. Just at the right time, I remembered one of my university colleagues referred me about his great internship experience in Burson-Marsteller. After finding out B-M is well-known in PR industry and it deals with many interesting works, I was definitely attracted to begin my first internship career in B-M. Now, I am having and enjoying hands-on experiences in B-M, and eager to learn more of this dynamic industry!!

Hyun-min Cho (조현민) - Newcomer

Started work at B-M: September 9, 2010

School: Hankuk University of Foreign Studies (HUFS)

Major: Russian and Economics

Path to B-M: While I was a student CEO of Mir Russia, a venture company, my colleagues and I had a problem selling our products and services to consumers because we didn’t have any kind of reputation. Believe me. It costs an awful lot of time and effort to win the hearts and minds of consumers to actually buy your stuff. In the end, as you would imagine, our company failed to make a profit. In the wake of the failure, I was curious and even eager to learn how LG, Fedex, and other leading companies sell themselves. It turns out that these companies were in close contact with their consumers via PR. Burson-Marsteller was it. It had global network infrastructure, international working atmosphere and good-looking people were an added bonus. Through the internship, I plan to learn everything from the hands-on knowledge about PR to corporate culture. I am looking forward to seeing my progress after the internship!

Josephine Chung (정은선) - Bottom of the food chain

Started working at B-M: September 13, 2010 Monday 8h30

School: University of Queensland (it’s in Australia…)

Major: Law & French

Path to B-M: My exchange to France next semester afforded me some extra time in Korea to contemplate what I might do after graduation. I wanted to explore beyond the confines of the legal profession with its wigs, cases and judges as old as water. I had always been curious and interested in the field of Public Relations so when I learned of an internship opportunity at B-M, I immediately attached my resume to a hastily written email and sent it to HR. Having waited so anxiously for a phone call, I managed to miss it five times. Sixth time’s a charm! Few days later, I find myself a part of a world leading PR Firm, learning from fantastic people and enjoying it too. I’m just glad I finally answered my phone.

Join B-M Asia-Pacific's social network communities

2010-08-08T17:29:00.000-07:00

Join B-M Asia-Pacific's social network communities

안녕하세요. 버슨-마스텔러(Burson Masteller) 인턴 윤희수 입니다. 며칠 전 Bob Pickard
(Burson Masteller Asia-Pacific President & CEO) 으로부터 Join B-M Asia-Pacific's social network communities이라는 제목의 이메일을 받았습니다. 다양한 SNS를 통해 BM이 SNS의 시대를 주도하고, BM을 알리기 위해 대중과 소통하자는 내용이었습니다.

Twitter: Follow us at http://twitter.com/BMAsiaPacific
BM AP의 Twitter. 각종 BM소식과 BM Youtube를 감상 한 소감 등을 실시간으로 확인할 수 있다.

Facebook: You can join our Facebook page http://www.facebook.com/BursonMarsteller.Asia
BM의 기본정보와 BM임원들의 동향 등을 살펴볼 수 있다.

SlideShare: Review some of our thought leadership presentations at http://www.slideshare.net/bmasia
세계적으로 인정받는BMer들의 슬라이드가 궁금하다면 방문하길…!! 훌륭한 교육자료들이 제공된다.

YouTube: Watch us at http://www.youtube.com/user/BursonMarstellerAsia
BMer들의 생생한 인강! 아래 사진은 Bob Pickard (Burson Masteller Asia-Pacific President & CEO)의 ‘Digital Storytelling’이라는 강의이다. BM이 얼마나 DIGITAL에 집중하고 있는지 느껴진다.

Good to Great

2010-07-30T02:00:00.000-07:00

Everyone in the office was given a copy of Jim Collins' Good to Great, an easy to follow book that details the key factors that turn a good company into a great company. On the B-M Korea office's Facebook group, I saw that 류부사장님 had pointed out an interesting discussion presented in the third chapter, “First Who...Then What (사람 먼저...다음에 할 일)”. The topic of this chapter has been a running theme in several of the training sessions I've attended at B-M, and that is the idea that a great firm starts with its people.

Jim Collins gives readers the analogy of a bus that must be filled with the right people before any decision can be made about where it should go. Having the "right" people will ensure that the bus will ride smoothly in any direction. In other words, if a company has the right talent, it can easily adapt to different business conditions and take the company in the direction it needs.

Without specific products to sell, a PR firm's greatest asset is the "right" people. These people are not only sharp professionals and potential leaders, but are also team players who ultimately work on behalf of the company rather than themselves. I've had the honor to work with such individuals at B-M. The quality of their work and attitude in the workplace has made my internship a positive learning experience. I've observed the kind of work ethic and dedication to the team that it takes to become a respected colleague who in turn, helps turn a good company into a great company.

I still remember when Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, visited our office back in March. He drew a big circle on the whiteboard, tracing a company's growth path. And right at the beginning of that path was "people". Our president, Margaret Key, delivered the same message during a staff meeting some time later. She explained that B-M Korea's success originates from its people and how the office could only hope to take things to the next level by continuing to display exemplary professionalism and teamwork.

It's not a coincidence that three leaders at B-M have made a point to emphasize the importance of a company's people. Their common point of view is reflected in the talent that populates this office.

As my last official post as a B-M intern, I would like to thank you all for a great internship experience and for inviting me to take a seat on the B-M Korea bus. It's been a great ride!

The New Influencers

2010-07-25T18:14:00.000-07:00

A little over a month ago, I posted a Facebook status update that read "iPhone 4G=AMAZING" (a careless naming error since the iPhone 4 is not on a 4G network), to which I received a wealth of comments, both on and offline. Some agreed with me, lamenting the fact that they had purchased an iPhone 3GS only a few weeks before. Others went so far as to disparage the iPhone as just a fad with inadequate battery life and reception problems.

The comment that invited the admiration of fellow Apple fans and sparked the ire of others more critical of the brand.

And while I had read about all the details of the phone from Apple's website, my friends' comments still held considerable sway over my future purchase decision. Companies like Apple claim to know their customers' needs--and iPhone sales prove that to a certain extent. But a consumer will naturally be wary of a company's self-promotional tactics. It is much easier to trust your close network of friends--other consumers who are in or have been in your shoes. While my friends may not have had the new product in their hands at the time, they had plenty of experience with the brand to share with me.

Maureen Lippe, CEO of communications agency Lippe Taylor, writes in PRWeek Insider how she considers consumers to be the "ultimate influencers" with the advent of digital channels and social media.

My less-than-140 character status update sparked a conversation—a conversation which was also available on the news feeds of my extended network of Facebook friends. Unlike a tech review, this short and casual back-and-forth about the iPhone helped me and undoubtedly influenced others in forming a comprehensive opinion about the brand and the product.

Maureen Lippe's thoughts on the power of online consumer networks are true. Most folk are looking for information they can relate to from people they can relate to. The age-old value of 'word of mouth' marketing still holds but now it's gone digital.

PR 101: The Art of Storytelling

2010-07-19T21:20:00.000-07:00

On Monday we had the privilege of meeting with Evan Ramstad of The Wall Street Journal who gave us his two cents on the importance of good storytelling in quality journalism. It was quite obvious that he's a seasoned pro at the art. Though he had his notes on paper in front of him, the whole talk had a natural flow and was woven into several anecdotes that gave life to his key points.

The opening slide contained the words "The king is dead." I couldn't think of what this might possibly refer to. The death of some financial mogul? Maybe Michael Jackson, the King of Pop? I quickly scratched that second thought, realizing that this was The Wall Street Journal, not US Weekly.

"The king is dead" is actually part of a story, according to E.M. Forster. The ending of that story is, "the queen then died." While simplistic journalism follows this method of storytelling, Mr. Ramstad explained that much more compelling stories develop a plot. "The king is dead and the queen then died of grief," best summarizes the kind of story that engages readers. The explanation for why the queen died adds a narrative element that good journalistic writing also seeks to produce.

He then drew upon personal experiences including his brief foray into the world of sports journalism and his time at a software company's "boot camp" for potential new hires to explain the challenges a reporter faces in crafting the plot of a news story.

His point is especially relevant for PR specialists who act as storytellers on behalf of their clients. Though a journalist's and PR consultant's motives may not always be in perfect harmony, the method of carrying out their tasks is the same. In order to foster a relationship between a firm and the public, a PR consultant must tap into the emotions of the audience. Without a plot, the public's connection to the firm remains tenuous and unsure.

As he wrapped up his talk, Mr. Ramstad briefly touched upon the influence of social media—an area in which B-M continues to make great strides. Though he sees the cost of distributing information as having changed, he believes the cost of gathering information has remained the same. What communications specialists must focus on for the future is maintaining a high quality of storytelling in a world in which everyman can "be published". And the next step is to involve the readers in the storytelling process by engaging them through SNS.

The worlds of journalism and PR are no longer one-way streets. Though it is up to the journalist and PR consultant to deliver the framework and bulk of the story, storytelling is now more than ever a process which requires and invites audience participation.

"PR에대한 개념, 요 3권이면 끝!"

2010-07-11T17:40:00.000-07:00

안녕하세요, 버슨-마스텔러의 인턴 윤희수 입니다. 저의 이번 블로그 포스팅 주제는 “PR에 대한 개념, 요 3권이면 끝!” 입니다. 오늘 오전 FedEx팀의 미정대리님께서 홍보 기본서들을 추천해주셨는데요. 저뿐만 아니라 다른 인턴분들이 읽어도 좋을것같아서 이메일을 공유하려 합니다. 미정대리님의 너그러운 아량으로 이메일 원본을 그대로 올립니다.

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“PR에 대한 개념, 요 3권이면 끝!”

1) 가장 추천하는 책
일단 내가 아래 책을 추천하는 이유는, 수학의 정석 or 개념원리 같이 PR에 대한 기본 흐름과 개념을 잡기에 잘 정리되어 있어서예요. 처음 이 책을 만난 것은 미쿸에서 공부할 때, PR Management라는 PR 전공자 필수 과목으로 들었던 수업의 교재였는데, 교과서라는 것이 다 그렇지- 하고 돈아까워하면서 샀는데, 기본 개념을 바탕으로 PR 프로그램에 대한 스트럭쳐 및 PR의 다양한 분야에 대한 개념이 잘 정리 되어 있더라고요.

http://book.naver.com/bookdb/book_detail.nhn?bid=2810317
Strategic Public Relations Management (Paperback) . 정가 57,370원

2) 다음으로 추천하는 책
이 책은 우리 회사 브스밍룸에도 있긴 한데, 그게 개정판인지는 모르겠네요-
위에 책보다 더 기본적인 개념을 담고 있는 책인데, 커뮤니케이션 비전공자가 PR 캠페인에 대한 전체 flow를 이해하기 좋아요. 그러고 보니 요것도…학부때 PR 캠페인 교재였네 ㅎㅎ 교과서에 충실한 나;; 2001년도에 출간되서 2008년도에 개정판이 나왔는데, 사례들이 얼마나 업데이트 되었을는지 그 부분이 좀 걱정되긴 하네요-
굳이 안 사보고, 회사에 있는 것 읽어봐도 될 듯..

http://book.naver.com/bookdb/book_detail.nhn?bid=4634131
PR 캠페인 정가 18,000원

3) 마지막 추천
위 두 가지 책이 부족한 점이 있다면, 아무래도 이론이나 개념에 충실하다보니 사례가 충분히 나와있지 않다는 것이예요. 희수씨도 여러 가지 Client 업무 하시면서 느끼셨겠지만, 저희가 사례 조사를 굉장히 많이 하잖아요- 사례를 많이 아는 만큼, 다른 업무에도 적용 가능하고, idea도 퐁퐁 샘솟는 건데..
그래서 저도 잘은 못하지만, 시간 나면 아래 두 site는 열심히 보려고 노력해요
먼저 류 부사장님도 공유해주셨지만, PR Week. 뭐 두말할 것 없이 PR Case 및 여러 industry 뉴스를 들을 수 있는 곳이예요. 학생 때는 비싼 돈 주고 구독해봤었는데, 회사 오니 따로 access 할 수 있게 계정이 있어서 좋았어요. 희수씨도 맘껏 활용하세요

그리고, 아무래도 PR 위크는 해외 사례이다 보니, 국내 사례가 부족하다는 점이 있는데,
기업&미디어: http://www.biznmedia.com/ 요 사이트가 국내 홍보 사례는 많이 담고 있는 것 같아요 각 회사에서 어떤 release나 CSR 활동하는지도 뉴스 많이 올라오고. 국내 PR Industry 내용도 자주 올라온답니다.

그럼 많은 도움이 되길 바래용.
늘 감사합니다.

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미정대리님은 항상 저의 허무맹랑한 보고서도 참을성 있게 읽어주시고 피드백도 잘 주신답니다. 대리님의 이메일을 읽어보니 대학생때부터 홍보에 많은 관심을 갖고 열심히 공부하셨던거 같아 반성하게 되네요…저도 PR관련 사이트부터 자주 들락거리며 기사들을 꼼꼼히 챙겨봐야 겠어요 미정대리님 저도 늘 감사합니다!

Who's Who at B-M Korea

2010-07-07T16:59:00.000-07:00

Whenever I begin my search for an internship, one of the first places I visit on a company website is the employee biography section. I'm always interested in seeing where an organization's people come from and their industry experience. It's helpful for prospective candidates to have such information so that they can understand the character of a company and the possible paths to a career in the field.

But I also wanted to hear the stories behind my fellow interns' paths to B-M. So I sent them a little questionnaire and found out some interesting details!
Here's the scoop on our current fab five:

Jieun Jeannine Park (박지은)-Newcomer

Started working at B-M: Just last Thursday! (July 1, 2010)
School: Korea University
Major: International Studies / Journalism & Mass Communication
Path to B-M: In a ‘PR Campaign’ class I took last semester at school, one of our clients was ‘FedEx’. The assignment was to come up with a new CSR program for FedEx and present it to the client. So at the end of the semester, our team presented our CSR program in front of the client, FedEx, and ‘the people from its PR agency’, who turned out to be B-M’s 김선미 상무님 and 김동훈 선배님. After the class, everyone went out for beer and I asked some questions about B-M and what life is like as PR people. I wanted to learn more and thankfully I was given a chance to do so. It’s only been a couple days since I joined B-M but I am already enjoying my life here.

Keehwan Kwon (권기환)-Newcomer

Started working at B-M: June 29, 2010
School: Yonsei GSIS (Graduate School of International Studies)
Major: IMP (International Management Program)
Path to B-M: When I was running an entertainment business back in Canada, I felt that PR is one of the most important factors in a successful business. I didn’t have a chance to study or work in the PR industry but always wanted to get some experience. While I was studying business strategy at Yonsei GSIS, I saw an internship opportunity at B-M and applied for it. I find B-M attractive because I think B-M is pursuing a differentiation strategy while many other Korean companies pursue a cost-leadership strategy.

Heesoo Yoon (윤희수)-“Power Blogger"

Started working at B-M: Early June 2010
School: Duksung Women’s University
Major: French Literature, Business Administration
Path to B-M: When I was 16, one of my assignments was to read “China Travelog” by Hanbiya who showed me the world beyond Korea. One day I realized this author that I respect used to work for B-M as a PR specialist. From then on, I became interested in B-M as well as in PR. While studying business in the U.S as an exchange student, I thought a lot about what part of business I love and what career path I should pursue: the answer was the PR industry with B-M. The day before I left the U.S., a day which should have been very bittersweet, I received a phone call from my friend who told me, “B-M is looking for an intern!” I immediately wrote up my resume and cover letter to apply. The whole process went by fast and now I am working in the office with great and thoughtful people. I remember hearing that B-M Korea employees love B-M because of its ‘Honest and Smart People’. I do my best to be such a valuable B-Mer with pride. Last but not least, let me share my favorite quote by Henry Ford; “If you think you can, or you think can't, you're right!”

Daniel Seo (서태규)–Design, occasional posting

Started Working at BM: Late May 2010
School: KAIST (the best school in the world)
Major: Industrial Design, Management Science
Path to B-M: It was one gloomy night. A voice within my heart told me that I should look up available intern positions on Naver cafes. Of the many intern positions out there, few options stood out but I sent in my applications. And after a little waiting and fidgeting, B-M finally called up and my new life at B-M began, and so far, the ride has been fantastic.

Additional Comments: Actually B-M is a PR company but I’m sure many people out there do not know exactly what PR companies do. To be exposed to what PR companies do while at B-M has been really mind-opening and taught me a lot of things. I think this is a place that you definitely need to take into consideration because it will teach you so many things.

Jane Kang (강하나)-The English Editor

Started working at B-M: Late March 2010
School: Dartmouth College (the other best school in the world, Daniel)
Major: English Literature
Path to B-M: Because of a unique program at my school called the “D-Plan”, I was able to take some time off in the middle of the school year to work or pursue something else. I wanted to find an internship in the field of Public Relations, and furthermore, wanted to work in Korea where my parents live. I focused my search on international firms in the hopes of working with global clients and having a global network. I got in touch with the HR coordinators of several firms, but noticed that B-M's coordinator was the most receptive to my internship query. I applied to B-M, was given an interview several weeks later, and received a very welcome congratulatory phone call a few days after! Though I started out as an English editor, my responsibilities have grown to include supporting other client work.

Press Release Training by SM Kim / 6/23 Wed

2010-06-30T16:41:00.000-07:00

안녕하세요, 버슨-마스텔러의 인턴 윤희수 입니다. 저의 이번 블로그 포스팅 주제는 신입사원 선배님들과 인턴들을 위해 진행되었던 김선미 상무님의 Press Release 와 Media Relation관련 교육 입니다. 모두들 업무가 많아서 따로 시간을 내기가 힘들었기 때문에 점심시간을 활용하여 교육이 진행되었습니다. 덕분에 저희는 편하게 타코를 먹으며 상무님의 생생한 PR이야기를 들을 수 있었습니다.

상무님께서는 보도자료의 역할과 효과적인 메시지 전달이라는 주제로 교육을 시작하셨습니다. 보도자료의 구성은 중요한 부분부터 피력하는 역피라미드 구조로 이루어 지기 때문에, 첫 문단에서 독자들의 관심을 끌 수 있어야 한다고 말씀하셨습니다. 보도자료의 마무리 부분에서는 그 기업의 CEO나 관계자의 코테이션을 포함하는 경우가 많으며, 그 기업을 간략하게 소개하는 boiler plate와 전문용어의 이해를 돕기 위해 legal term을 첨부 하기도 합니다. 그리고 영문으로 작성된 보도자료를 한국어로 옮길 때 바로 직역하는 것이 아니라, 그 내용을 충분히 이해한 후 영어로 옮겨야 매끄럽고 명확한 글이 나온다는 조언도 해주셨습니다.

보도자료작성법이 끝나고 Media Relation이라는 주제가 이어졌습니다. 이 내용으로 인턴들은 선배님들의 업무를 이해하고 PR Agency-Media-Client라는 관계가 원만할 때, 독자들에게 효과적이고 정확하게 정보를 제공할 수 있다는 사실을 실질적인 사례와 함께 들을 수 있었습니다. 인턴들에게는 아직 생소한 주제였지만, 선배님들께서는 공감하시는 부분이 많은 것 같았습니다.

점심시간을 유익하게!

오늘의 trainer 김선미 상무님

교육이 끝나면 trainer와 그날의 교육을 평가하기 위한 설문지를 받습니다. 대학교의 강의평가라고나 할까요. 제가 BM의 큰 강점으로 꼽는 점은, BM은 인턴을 BM의 구성원으로 받아들이고, 아낌없는 교육의 기회를 제공한다는 점입니다. Margaret사장님께서 항상 강조하시는 ‘providing a challenging, learning-oriented work place’가 BM에서는 가능하답니다. 이번 취임식때 말씀 하셨던 것처럼 Human Resource Development를 적극 지원하고 있기 때문이죠! 일부 기업들처럼 인턴들에게 복사나 커피심부름을 시키는 것을 상상할 수 조차 없는 BM, 그리고 학교보다 더욱 더 생생하고 실질적인 교육의 기회를 제공하는 회사에서 인턴을 하니, BM Interns들은 모두 행운아입니다 :)

10 Lessons Learned in the PR World

2010-06-29T23:39:00.000-07:00

Burson-Marsteller Korea의 Margaret Key 사장님께서 BMer들에게 보내주신 이메일 한 통!

지금의 PR전문가가 되기까지 어떤 일들을 경험했고, 또 그 경험으로부터 어떤 교훈을 얻었는지 솔직하게 적어주셨네요... 이 값진 교훈들을 실천하는 일은 우리의 몫! :)

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Dear all –

This will mark a month in my new role…some of you are new to the firm and some of you have been with us for a long time. I believe leadership is fundamentally connected to sharing…and today I wanted to share with you a few insights into what I have learned thus far in my career.

I hope that you will be found them useful in reflecting on your role in client work, in this firm and in your career path.

1.A consultancy’s strength always starts with the quality of its people. The basic ingredient to ensuring success of almost any firm and critical especially to a PR consultancy. Why? Because our truest asset is and always will be our people. If we can create an environment in which we recruit talent, keep employees satisfied while providing a challenging, learning-oriented work place, we will always stand out as an industry leader. We got a great team…and we are hiring new talent that will be sure to take us to new heights of success.

2. Don’t burn your bridges. You know the client who keeps you up at night, who calls you after hours, who simply gets under your skin…that client may one day be in charge of hiring you for another position in the future. Always try to exemplify patience and professionalism in tough times and remember rule #3.

3. Your client is a person. Even to write it seems very basic…we all have hard days and sometimes when we get to work and we start reading emails that remind us of all that we have to do in the day, we get overwhelmed and frustrated. Your clients have bad days too and sometimes the frustrations are thrown our way. For me, what has worked the most is trying to always step into the shoes of my clients – see things from their side. Many times our clients rely on us to look good in their respective organizations and if you get this basic principle, you can be assured of client loyalty and satisfaction.

4. Every day brings a chance to start over. I remember a time 6 years ago when I made a very stupid mistake with a client and I remember going home that day and thinking that I did not want to come back to the office. The story is rather long and if you want to hear the boring details, I can tell you but in any case, it was stupid but if I look back now, it was also innocent and naïve. I learned a lot from that mistake and many of you too will learn from your mistakes and you too should think that with each day is another chance at using your skills, becoming a better professional and most importantly, a better professional willing to make mistakes and learn from them.

5. Let passion drive your career and profession. Many of you decided to enter public relations for various reasons and too many of you came to B-M based on different motivations. I would say that most of you have learned to love PR for your own unique reasons and I would encourage you to dig deep and search for the passion in your career decision. For me, I enjoy PR because I have the ability to influence people and their choices on a broad scale and for the case of health, it is about empowering consumers. Find your passion in what you do and all things will fall easily into place.

6. What you put out will always come back. I think that this is probably more of a personal note that professional but it is still applicable. If you go through your career being genuine and honest and doing what is right for others (including clients and fellow colleagues), you will end up gaining so much more back. Focus on others rather yourself…I have seen so many managers who are selfish and driven by their own desire to get ahead and in PR, there is no room for the solo player. If you do decide to go solo, the ride will be short. Embrace teamwork and those around you.

7. Establish ambitious goals. During interviews, I usually ask prospective candidates what their 5 year career plan is and most do not really have a set path. I empathize with how hard the planning may be but I think that all should have clear goals in mind. Start today to map out what you would like to do in a year – do you want to get promoted? Do you want to work on a certain account? Start small and once you start organizing, the longer journey starts to become a bit easier to plan around. Without goals –and ambitious ones -, your career path will lose meaning…everyday you need some a lofty aspiration to guide and inspire you.

8. Know what is going around in the world. This is very much connected to reading the newspaper, watching television reports, reading books….if you are not informed of things that are happening in your sphere and outside of that sphere, you can never be a reliable consultant. Even a basic understanding of macro trends such as the current global crisis help you to understand our business as well as that of our clients. Being able to sit in front of new business clients and show them that you have a keen grasp of Korea and how the world sees Korea is integral to gaining confidence from prospects. Be informed, be smart and bring that to the table for your clients.

9. Connections are key. There is no other industry like PR where who you know really seals the deal. In the US, there is a push by PR companies to get their people to attend various social networking events because the idea is that having employees meet competitors or even prospects, the company is able to widen the pool of opportunities. Many of the clients we have now are based on referrals and such referrals have been the bread and butter of our business. If you are not connecting now, then you need to find some platform to do so. The great thing about the internet is that you can now connect without the need to do at a socializing event or reception…get out there and make a name for yourself and for our firm.

10. Take time for yourself. I always save the best for last…this is the one that I believe is of highest importance. For those of you whom I have met for lunch, you will note that I ask a lot of personal questions related to weekend plans, hobbies and even the personal, “You dating anyone?” I do this because I have a genuine interest in each and every one of you beyond what you do in the office. I too think that it is important to balance the professional and personal because if you lean too much on the professional, you end up being a very dry and boring person. Successful people are happy people and happiness is derived from an enjoyment of life inside and outside of the office.

Cheers,
Margaret

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Let's Take Action!

첫 기자 간담회! - HP@Tech Work

2010-06-24T02:17:00.000-07:00

안녕하세요, 버슨-마스텔러의 인턴 윤희수 입니다. 저의 이번 블로그 포스팅 주제는 6/22에 다녀온 ‘HP기자 간담회’입니다. 출근하자마자, 저의 (어쩌면 다른 분들도…?) 에너지충전소 canteen에서 커피를 내려서 나오는 중에 상무님께서 “희수씨, 오늘 모니터링 끝나고 HP기자 간담회 같이 갈까요?” 라고 말을 건내셨습니다. ‘드디어 기자간담회를 가보는구나!’ 하고 흔쾌히 Yes라고 말씀드리고 나니..문득 드는 생각.

“근데 기자간담회가 뭐지?, 가면 알게 되겠지 뭐.”라는 결론을 내리고………

9시가 조금 넘어서 저와 상무님 그리고 지영선배님은 인터콘티넨탈 호텔로 출발했습니다. 사실 저에게는 처음 가보는 기자간담회라 가는 길 내내 저의 머릿속에는 기자님들은 어떤모습일까, 간담회가면 무슨 이야기들을 하실까 등등 호기심을 가득 가지고 Forsythia Room에 도착했습니다.

[간담회 시작 전]

Forsythia Room 회의실 곳곳을 점검중입니다 보도자료를 넣어놓은 hp파일

도착하자마자, 저와 상무님은 테이블 위에 보도자료와 발표자료를 올려놓고, 마이크와 카메라 등을 점검했습니다. 그 동안 지연선배님께서는 기자님들에게 전화를 하시며 예상 인원을 파악하셨습니다. 지연선배님의 정성으로, 이번 간담회에는 많은 기자분들 께서 참석하셔서 HP의 신기술에대한 관심을 보여주셨습니다.

[HP@Tech Work기자간담회]
아래사진은 최형광 한국HP 엔터프라이즈 비즈니스 기술영업본부장님께서 ‘데이터 센터’에 관한 내용을 설명하시는 모습입니다. 최형광 본부장님께서는
"확장성과 효율성을 보장하는 모듈화 아키텍처 기반 서버와 쓰리콤 인수를 통해 구축한 제품 풀 라인업을 기반으로 비용을 절감할 수 있고 효율성이 높은 데이터센터를 지원할 것"이라고 말씀하시면서 HP가 데이터센터 통합 솔루션 시장을 이끌어갈 것을 확신하셨습니다.

안에서 간담회가 진행되는 동안, 저는 입구에서 조금 늦게 도착하시는 기자님들을 안내해 드리고 인원체크를 했습니다. 오늘은 처음이라 정신이 없었지만, 다음부터는 기자님들의 인상착의를 알아두면, 일이 더욱 빠르게 진행될 것 같습니다. 그리고 지영선배님께서 기자님들의 얼굴을 보시자마자 그 분들의 이름과 매체 까지 줄줄 외우시는 걸 보며….’난 언제 저렇게 되지?’라는 존경심 마저 들었습니다.

그 동안 보도자료를 모니터링하고, 부족한 실력으로나마 써보기도 했지만 이번 기자간담회를 경험해보니 시야가 더욱 넓어진 것 같아 뿌듯합니다. 무엇보다 Client-PR Agency-Media라는 상생의 관계에 대해서 깊이 생각해볼 수도 있었습니다. 그들의 관계에서 기자간담회의 역할은 기업이 대중들에게 전하고 싶은 메시지를 ‘기자’라는 매개체를 통해 더욱 더 명확하고 효율적으로 전달하기 위한 것이라는 생각입니다. 물론 더 많은 의미와 역할을 가지고 있겠지만……제가 오늘 ‘일일 체험’으로 맛 본 깨달음(?)은 여기까지 :)

2010 곤지암 워크샵

2010-06-23T00:12:00.000-07:00

안녕하세요, 버슨-마스텔러(Burson-Marsteller)의 인턴 윤희수 입니다. 저의 첫 블로그 포스팅 주제는 6/11-12에 다녀온 회사 워크샵입니다. 인턴들에게는 태어나서 처음 가보는 워크샵이라 다들 두근두근하면서, 아침 모니터링을 신속하게 끝낸 후 곤지암 리조트로 출발했습니다! 우여곡절 끝에 도착하자마자 너무 배가 고팠던 저희는 리조트 내의 레스토랑으로 갔습니다. 럭셔리한 내부에 약간 긴장하고, 메뉴판을 보니 가격이 꽤 나가더라구요…그리고 순진했던 저희는…점심은 저희가 해결해야 하는 줄 알고…자금사정상… “자장면 3개”를 주문했습니다…ㅠㅠ 나중에 부사장님께서 먹고싶은거 많이 먹어^^”라고 말씀하시자마자 , 다시 추가주문이 들어가긴 했지만요 ;)

맛있는 점심을 먹고, 모두들 회의실로 모였습니다. 새로 취임하신 마가렛 사장님은 언제나 힘있게 메시지를 전달합니다. PR전문가답게 BM한국지사에 비전을 제시하고 앞으로 어떻게 목표를 달성할 것인가에 대해 그녀의 의견을 명확하게 피력했습니다. 그녀의 이야기를 듣고 나서 인턴들이 느낀점! “BM, 마가렛 사장님 리더십으로 더 좋아지겠는걸!”

<--마가렛 사장님께서 지금 설명하고 계신 슬라이드는 “When you think about Burson-Masteller, what is the first thing that comes to mind ?” 관한 질문이구요,

답변으로는

Global, PR, Professional이

가장 눈에 띄네요. 특히 Professional은 사장님께서 항상 강조하시는 부분이기도 하구요.

<--모두들 경청 중, 중간중간에 사장님의 유머에 ‘빵’ 터졌었는데 이사진은 너무 심각하네요 ^^;;

마가렛사장님의 이야기가 끝나고 team discussion을 시작했습니다. 팀을 나눠서 회사와 업무 등에 대한 주제로 30분 가량 논의를 하고 발표했습니다. 모두들 진솔하고 통찰력 있게 의견을 나누니, 서로 공감을 하기도 하고 좋은 피드백을 받기도 했습니다.

Team Discussion: 태규씨의 데코레이션을 향한 열정! 오직 4색 형광펜으로 :)
우리 프리젠테이션의 제목은: “Interns Speak Out!”

Team Discussion: 부사장님과의 진지한 대화 시도. 하지만…결국
(태규씨, 류정화 부사장님, 가운데 뭐 쓰는척하는 사람은 저구요, 맨오른쪽은 제인이)

컨셉사진의 뻘쭘함에 빵 터지고 말았습니다!

위에 사진 가만보면 제인이 표정 정말..어색하죠?^^;;;;;;

그리고 이 사진은 제가 개인적으로 가장 좋아하는 사진! 향조선배님과 Joe.
특히 향조선배님의 샴푸광고 :)

BM의 역량을 증명하기 위한 정확한 수치자료를 제공해주시는 회계부 김경임과장님과 최민영과장님, 두 분이 결혼도 하시구…경임과장님은 초등학교다니는 아들도 있다고 하셔서 깜짝 놀랐습니다!

BM 2010 곤지암리조트 워크샵 단체사진!

저녁은 다같이 한우를 먹으러 고고! 흠……저녁으로 한우를 먹다니, 감동이었어요! 먹느라 정신도 없고, ‘쨘’하느라 바쁘고, 재미있는 이야기와 진솔한 이야기들이 오가며 다들 더욱 단단하진 팀워크로

지금도…………..

각자의 책상에서 열정적으로 일하고 계신 BMer모두 파이팅입니다 :)

What's that buzz?

2010-06-21T18:21:00.000-07:00

There's a new buzz about this year's World Cup and I'm not talking about the drone of vuvuzelas. The sporting event of the summer has reached new levels of hype through increased traffic on Twitter, the highly popular social networking channel.

While years past also saw online communities rooting for their favorite teams or talking about matches, Twitter has brought audiences around the world right onto South African turf. Soccer fans can "tweet" or post immediate comments on players and live games. And it's now possible to communicate with your favorite players who are also active on Twitter--an opportunity that a mere match ticket can't provide.

This World Cup Twitter phenomenon is global and even South Korea has seen a revived fervor among fans who have caught on to the Twitter craze. Outdoor cheering events have maintained strong, if not higher, attendance this year, and Twitter, no doubt, has played a hand in organizing such large gatherings.

When we first saw the Korean World Cup fever take off in 2002, World Cup PR had the home advantage. But Twitter has created a way to maintain that level of passion and interest by offering a way to attend the event online. Sports Donga has its own Twitter page (http://twitter.com/sportsdonga), where reporters offer live updates and a behind-the-scenes look at the events in South Africa. SBS commentator Cha Bum-kun has attracted a large following through his personalized updates that have brought Korean audiences beyond the analyst’s desk to experience the full scale of the World Cup.

Korean followers can once again feel like part of the World Cup. Twitter has opened a gateway to South Africa and in so doing, has become the World Cup's main PR agent.

Welcome to B-M Intern-Speak!

2010-06-21T02:29:00.000-07:00

American Heritage dictionary defines an intern as:
a. A student or a recent graduate undergoing supervised practical training.
b. A physician who has recently graduated from medical school and is learning medical practice in a hospital under supervision, prior to beginning a residency program.
At B-M, our interns have been students as well as professionals and while they may be “undergoing supervised practical training”, they too are on the frontlines of work. We provide our interns a chance to learn about the world of public relations but we go the extra mile….we encourage them to share their ideas, attend client meetings and work towards client reporting as we believe interns are not temporary support but instead fulltime representatives of the B-M brand and legacy.

B-M Intern-Speak is actually the birth child of our interns and I am very happy to see our B-M Korea employees openly sharing their experiences with the industry in a manner that is real-time, collaborative and participatory – this is after all what public relations is.

We are hopeful that as our interns share their insights on a regular basis, they will become more engaged with the changes taking place in the communications industry while also connecting with other professionals. Most importantly, we look forward to the creation of a new pool of thought leaders for the Korean PR industry!

Welcome to B-M Intern-Speak!

Margaret Key

Intern Blog Open 축하

2010-06-16T02:41:00.000-07:00

Jane, 희수, 태규, 재미, 유진

B-M intern blog 시작 축하합니다.

누가 과연 그 시작에 이름을 올릴까 기대가 됩니다.

10년 후 20년 후까지 누군가 읽게 될터인데요.

종종 방문할게요.

류정화 드림