by Weber Shandwick Korea
October 31st, 2014

With offices in 81 countries around the world, Weber Shandwick, a leading global public relations firm, provides pro-bono services to non-profit organizations on a country-by-country basis to endorse their PR activities. Weber Shandwick Korea office has been offering consulting and training for communications activities of ChildFund Korea, the largest non-profit organization for child welfare in Korea.

Externally, ChildFund Korea needed to draw more attention from the public to publicize their commitment to child welfare and professional and global influence in Korean society. Internally, ChildFund Korea wanted to improve their communications strategies to deal with new issues more flexibly.

Led by Executive Vice President Juny Lee, Webershandwick Korea set a preliminary goal of fine tuning external and internal communications. A survey was conducted on ChildFund Korea employees in order to gain a solid understanding on the detailed needs and exact state of the foundation. Based on the collected data, Weber Shandwick Korea held a workshop to help the foundation develop a key message/communications manual that encompass the covers diverse projects carried by the foundation.

The result was positive. Attendees at the workshop commented that through the workshop they came to understand not only their own organizational structure, but also the values they share with other organizations. They also noted that they gained a profound insight on the important of storytelling and key message applied to internal and external communications.

*As of 2014, Weber Shandwick Korea Social Impact team is providing a media training project for the management of ChildFund Korea and communications manual updates for public relations team at ChildFund Korea.


초록우산 어린이재단

Screenshot of the questionnaire

웨버샌드윅 이중대 부사장_1


Photos of The Key message development workshop


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