In 2004, Chung Mong-koo, then chairman of Hyundai Motor Group, instructed the establishment of a public relations team at Hyundai Steel. This was when the group was entering the competitive bidding for the acquisition of Hanbo Steel and was making its fifth attempt at an integrated steel business. Amid an unavoidable showdown with the giant steel company POSCO, the author, belonging to the planning team, was appointed as the public relations team leader.
The intense competition with POSCO, preparations for the inauguration ceremony of the integrated steelworks, and conflicts among internal and external stakeholders all flow rapidly through the perspective of the public relations team leader as the history of Hyundai Steel's growth unfolds. Whether as individuals or corporations, growth does not occur on a smooth path. In the journey through tempests, obstacles, and vast oceans, perseverance and strategy created breakthroughs.
The narrative of a public relations professional is intertwined with the story of South Korea, which became the 10th largest economy in the world. As one turns the pages, scenes from modern Korean history seem to come alive. After reading about 100 pages, one can agree with the title's designation of 'Odyssey.'
The author is a so-called 'progressive' figure who is very interested in the environment. While interacting with the Korean Ecological Economy Research Association and the Korea Federation for Environmental Movement, he once held the perception that 'golf is an environmentally harmful and aristocratic sport.' Paradoxically, this inclination opened new possibilities for Hyundai Steel. He created a company magazine called 'The Green Alchemist,' emphasizing eco-friendliness and resource recycling, and featured world-renowned environmental photographer Yann Arthus-Bertrand in Hyundai Steel's promotional film.
The public relations logic that is still favored by Hyundai Motor Group began with a one-sentence article. On Nov. 8, 2005, after Hyundai Motor's Namyang R&D Center inaugurated the 'Car Recycling Center,' the author reportedly exclaimed, 'Eureka!' He then crafted a promotional narrative around the birth of the world's first resource recycling group, encompassing the cycle from 'iron making → steel plate → automobile manufacturing → recycling of scrapped vehicles.'
An anecdote about Chung Mong-koo is also intriguing. As the completion of the steel mill approached, Chairman Chung visited Dangjin by helicopter one to two times a week. If necessary, he would use the helicopter daily. During the groundbreaking ceremony for the integrated steelworks in 2006, which was attended by President Roh Moo-hyun, the gift presented to guests and local residents was a 'pressure cooker.' It was a gift directly chosen by Chairman Chung based on principles such as being a practical item that could be used nearby, being related to Hyundai Steel events, and being made of metal. The leadership, which values progressive individuals and practical gifts, reveals lesser-known traits of the Hyundai family.
The author notes that the sharp inquiries and reporting of journalists have acted as painful vaccinations, becoming the foundation for corporate growth. Encountering the author's insight that public relations is not merely a defensive measure but plays a role in adjusting social values and reducing opportunity expense makes one reflect again on their responsibilities as a journalist.
Over the past 20 years, the public relations environment has changed drastically. With an increase in media outlets, individuals are now praising and criticizing corporations through social media. While public relations has become more complex and challenging than ever, it has also become an essential weapon for corporations to secure talented individuals. This is highly recommended for those who wish to learn detailed know-how about successful public relations and heartfelt PR secrets.
Written by Kim Kyung-sik | Today Pub | 280 pages | 17,000 won