Case Studies Technology & Industrial manufacturing

Ministry of Science, ICT and Future Planning R&D Fair 2014

Ministry of Science, ICT and Future Planning



 

To most effectively publicize the Fair, PR House made the event be covered by the news programs of all of the three main terrestrial broadcasting channels of the nation. The event was reported by ‘News 8,’ a prime time news program of MBC, ‘News 7’ of KBS and ‘Nightline News’ of SBS while it was also featured by info-tainment programs such as ‘Morningwide’ of SBS and ‘Naeilon’ of MBC and other IT broadcasting programs. Also, a number of cable channels covered the event. Overall, nine broadcasting channels featured the Fair.

The Challenge

The Ministry of Science, ICT and Future Planning (MSIP) R&D Fair 2014 hosted by Ministry of Science, ICT and Future Planning and co-organized by IITP (Institute for Information and Communications Technology Promotion) and NRF (National Research Foundation of Korea) is an event designed to promote R&D achievements in science technology and ICT areas supported by the Ministry held from November 5 to 7, 2014 at KINTEX, in Ilsan, Gyeonggido, South Korea.

Outstanding R&D achievements from the government’s continuous investment did not translated into commercialization success and technical exchanges. That is why the MISP set up a forum for commercialization and technical exchanges. The challenge for PR House was to expand the opportunity for R&D achievements to be commercialized and publicize the Fair as a forum for technical exchanges and business information sharing.

The Solution

PR House laid out a media strategy to encourage attendance by companies, institutions, college students, and the public and publicize commercialization efforts and activities of R&D innovations by bringing more visibility to the Fair.

We selected R&D achievements closer to the lives of the general public and those that could be experienced by fair participants, drawing attention from the media. At the same time by making use of the extensive database network held by government organizations and the media, many different promotional activities were conducted targeting the industry, academia and research community and other related people to encourage them to participate in the Fair.

Media activities were focused on terrestrial broadcasting networks and print media with high publicity effects to rightly portray the messages of the event through the media.

The Result

To most effectively publicize the Fair, PR House made the event be covered by the news programs of all of the three main terrestrial broadcasting channels of the nation. The event was reported by ‘News 8,’ a prime time news program of MBC, ‘News 7’ of KBS and ‘Nightline News’ of SBS while it was also featured by info-tainment programs such as ‘Morningwide’ of SBS and ‘Naeilon’ of MBC and other IT broadcasting programs. Also, a number of cable channels covered the event.
Overall, nine broadcasting channels featured the Fair.

In addition, feature articles and interviews were placed by major dailies. On the online world, for the first time, an official blog and Facebook were utilized and successfully created viral effects.

Such multifaceted promotional efforts by PR House helped to achieve the event’s ultimate goals, which were to form a consensus on R&D achievements and publicize the importance of commercialization of R&D technology.