Jeonnam Social Service Institute Steps Up Efforts to Strengthen Public Relations Mindset Among All Employees

Training on Storytelling-Based Press Release Writing

"Building Empathy by Sharing Stories from the Welfare and Care Field"

The Jeonnam Social Service Institute has begun strengthening its public relations capabilities to more easily and vividly share stories from the welfare and care field with residents of Jeollanam-do.

The institute announced that on the 17th, it held a "Media Press Release Writing Capacity-Building Training" for all employees and staff from affiliated facilities at the seminar room of the Jeonnam Small & Medium Business Job Economy Promotion Agency.

Employees of Jeonnam Social Service Agency are receiving media press release writing training on the 17th.
[Photo courtesy of Jeonnam Social Service Agency]

The training was designed not only to teach the basics of writing press releases, but also to help participants convey the achievements and changes taking place in the social service field as relatable stories that residents can empathize with.

The training was led by Seungho Jeong, Head of Division at Dong-A Ilbo, who explained, using real-world examples, the criteria by which the media judges newsworthiness, methods of discovering topics with news value, and techniques for crafting headlines and leads that increase the likelihood of an article being published.

In particular, the session emphasized a storytelling approach that goes beyond the conventional method of listing project performances and figures, instead highlighting changes in service users, the efforts of field workers, and the meaning left in the local community.

Participants agreed that even the routine work carried out in the welfare and care field can serve as examples of hope and change for local residents. One employee commented, "In the past, we focused on reporting business results, but I learned that it is also important to communicate how these initiatives have brought about changes in the lives of residents."

Another employee remarked, "I newly realized that even the small changes we take for granted in the field can be moving for others," and added, "I confirmed that, as a public institution, it is just as important to properly communicate the value of good initiatives as it is to carry them out."

The Jeonnam Social Service Institute views effectively communicating the daily stories and achievements from the welfare and care field as an extension of public service. With this training as a starting point, the institute plans to further enhance employees’ understanding of public relations and broaden its communication with the residents of Jeollanam-do.

Mikyung Shin, President of the Jeonnam Social Service Institute, stated, "The true value of the social service field takes on greater meaning when it is properly delivered to residents," adding, "We will continue to provide capacity-building training so that our staff can communicate the achievements and touching moments from the field in ways that resonate with the residents."

This content was produced with the assistance of AI translation services.