피알원

Solution

1. Corporate branding campaign
- YouTube advertising videos: developed a concept for each core business, foregrounding the role KOGAS plays
- Image and banner advertising and leaflets: applied key messages and a tone of voice suited to each core business and topic
- Offline event: ran a stamp rally to stimulate the local economy in Daegu, home to KOGAS headquarters, drawing citizen participation through systematic pre- and post-event publicity and reinforcing the company's community contribution image with employee participation content
2. PR program management consulting
- Integrated PR implementation plan: reviewed the existing mid- to long-term PR strategy and established implementation plans for 2020–2021
- Impact analysis and consulting: evaluated PR performance and planned ahead using big data and PR value calculation
- PR advisory committee: convened the committee regularly to gather views on strategic PR execution
- Corporate image and awareness survey: captured perception and awareness levels, PR program evaluation, and corporate image indices, applying them to future PR planning and to setting the direction of the organization's image- Internal capability building: strengthened PR capability and encouraged employee participation through workshops, PR training, and awards for outstanding staff

Results

1. Corporate branding campaign
- PR collateral: raised corporate awareness and preference internally and externally through collateral produced for each core business
- Corporate awareness survey: established an efficient image management approach for KOGAS through impact analysis by PR medium
- Eco-friendly plogging: spread a green energy company image through participatory reviews on social channels
2. PR program management consulting
- PR consulting: set monthly direction for media and social content PR built on major issues
- PR advisory committee: reviewed PR direction for each major business and adjusted subsequent program operation
- Internal PR capability: established PR direction for each department by equipping departmental staff to act as PR ambassadors
3. Local economy campaign
- Offline event: introduced KOGAS's efforts for the community and drove local spending through purchases from Daegu-area businesses and flower farms