B-M to restore faith in South Korea economy

The South Korean Government has appointed Burson-Marsteller to handle a global multi-million pound programme of crisis PR activity to help repair the recent damage to the reputation of its economy.

The South Korean Government has appointed Burson-Marsteller to

handle a global multi-million pound programme of crisis PR activity to

help repair the recent damage to the reputation of its economy.



Burson-Marsteller will advise South Korea on presenting measures to

strengthen its business infrastructure and restore faith in its economy

overseas following the International Monetary Fund’s recent pounds 36

billion bailout of the country’s economy. Last December ten South Korean

merchant banks and numerous businesses failed.



Reports suggest that the South Korean government has a budget of up to

pounds 12 million to spend on the campaign.



The agency will attempt to communicate to international markets details

on how the South Korean economy and stock market works. It will lobby to

rebuild South Korea’s reputation in the US, Japan and Europe where South

Korea owes large debts to banks.



South Korean president Kim Dae-Jung, who took over earlier this week,

has made clear two intentions: to increase exports and attract foreign

investors to the shores of South Korea.



It will be Burson-Marsteller’s task to communicate these goals to

potential investors and foreign governments. Foreign investors are being

invited by the President and key advisers to visit Seoul in mid-March to

hear the outline of his planned reforms.



Burson-Marsteller’s team will be led by its new head of public affairs

in the Asia Pacific region, Ian McCabe, who recently left its New York

office to focus on winning government accounts.



Martin Langford, Burson-Marsteller vice-chairman, said: ’Ian will run

the account from the Hong Kong office but there will be activity in

Europe and the US.’



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