Print media have strong influence over government stakeholders and opinion leaders in Korea. Broadcasting media, including the three major TV stations KBS, MBC, and SBS, along with four new programming channels, have the most influence over the public. When entering the Korean market, foreign companies should communicate how they actively contribute to Korea and view it as an important market, and develop messages that broadly appeal to the public on global trends and data to attract media coverage. Both online and offline media similarly influence Koreans, with online providing faster news coverage and forums for discussion. Local media experiencing financial difficulties may favor large Korean advertising clients.

1. Communication Professionals in Korea
KOREAN MEDIA
INSIGHTs
for foreign company to enter Korean market

2. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
Printed media have a strong influence
on government stakeholders and
opinion leaders.

3. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
The most influential media over the
public is broadcasting media.
There are 3 traditional TV stations, KBS, MBC and SBS. With ‘Revised Media
Plan’, however, 4 new comprehensive programming channels owned by
media companies were organized (as of Dec. 2011).

4. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
It is essential to communicate that
the company actively contributes to
Korea and Korea is very important
market with high potential for the
company.

5. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
Also foreign firms need to develop
and deliver message which broadly
appeals to public so that media feel worth
covering the story such as global trend and proven
interesting data.

6. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
Korean media prefer to cover well-
known global leader with high
presence.

7. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
Online media has similar influence
with offline media and compared to
offline media, they provide the news
faster and can form communities to
discuss social issues.

8. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
Due to the popularity of smart devices and
development of public Wi-Fi services, Koreans
spend more time reading news via
personal digital devices, leading many
news media to develop their own
apps.

9. Communication Professionals in Korea
KOREAN MEDIA INSIGHTs
As the local media experiences
greater financial difficulties, they are
more favorable to their advertising
clients which are normally large
Korean companies.

10. Communication Professionals in Korea
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