Case Studies Government Clients

KOWIN 2014 (Korean Women’s International Network 2014)

Ministry of Gender Equality & Family



PR House conducted media activities with a focus on individual interviews with each and every one of the participants to highlight the achievement and success stories of Korean women leaders who helped to raise the nation’s status around the world.


The Challenge

The Korean Women’s International Network (herein after KOWIN) is an annual event organized by Ministry of Gender Equality & Family which has been held since 2001. The KOWIN aims to empower Korean women and enhance national competitiveness by facilitating networking among Korean women active in many different parts of the world. Marking the 14th anniversary this year, the Korean Women’s International Network 2014 brought together Korean women leaders from different parts of the world. The challenge was to boost awareness and visibility of the roles and direction of the KOWIN by highlighting achievement and success stories of over 400 women leaders.

The Solution

PR House conducted media activities with a focus on individual interviews with each and every one of the participants to highlight the achievement and success stories of Korean women leaders who helped to raise the nation’s status around the world. The interview angles were set with association with their activities by nations, generations and job categories, strengths of individuals as well as social and timely issues such as the comfort women issue. In addition, the interviews with prominent figures and speakers were also conducted with a strategy to clearly deliver the theme of this year’s event - a strategy on reconciliation between work and family life and enhancement of quality of life for family.

The Result

The media coverage for Korean Women’s International Network 2014 increased 12 % from that of the last year. The KOWIN 2013 event was also worked by PR House, which saw its coverage increase 37% from the previous year of 2012. This year’s PR activities were focused on the interviews with prominent figures participating in the KOWIN event. This brought attention to the issues faced by working moms struggling to reconcile work and family life and exposed the success stories of prominent figures who made it work to the media. Although the event was held outside Seoul, a number of reporters were on hand, writing articles, interviewing participants on site, and reporting cases to deliver the significance of the event.