Global PR Team of HQ held 2016 Global Corporation Communication Workshop from May 25 to 27 for the PR managers of eight global offices. This marks the second year of the workshop, following its successful launch in 2015. Designed to improve awareness of the importance of corporate reputation management in the global market, the workshop serves to strengthen the strategic communication capability for the relationship with internal and external stakeholders.

Participants attended special lectures provided by reputation and risk management experts, shared PR strategies and the various outputs of headquarters and global offices. It also held in-depth discussions about communication with the key stakeholders of each market. Moreover, participants visited Sulwhasoo Flagship Store, HERA Boutique and ARITAUM Omni Store to experience the global brand assets of AMOREPACIFIC.

The workshop enabled participants to gain a better understanding of the goals of corporate image and the key messages of AMOREPACIFIC. Participants at the workshop determined that they would work to effectively promote corporate and brands through local media for maximum effect.