Where does a region's competitiveness begin? A new book argues that solutions should be found not just in large-scale development or increasing tourist numbers, but in the long-accumulated culture, lifestyle, and relationships of its people. Co-authored by eight PR experts, Local Shift introduces various case studies on how regions can create their own value and establish sustainable relationships.
Publisher Saeroun Saram announced on August 3 that the book Local Shift was released, featuring contributions from certified PR professionals (KAPR) including Jeon Ye-ji, Park Ji-young, Seo Soo-hyun, Jeong Gi-yun, Jeon Min-cheol, Jo Cheol-je, Yoon Han-deuk, and Kim Yoon-mi. The authors, who have experience in various industries such as distribution, tourism, IT, and construction, spent about a year collaborating to explore local branding, storytelling, local food, tourism, transportation, IT, climate change, and community from a PR communication perspective.
The book goes beyond viewing regions solely through the lens of 'crisis of extinction.' It interprets the culture, history, food, lifestyle, and relationships that each region has built over time as unique assets, proposing ways to connect these to new competitive advantages.
Amid growing global interest in Korean lifestyles, the authors believe that the accumulated ways of life and culture in each region can become competitive content in the world market.
The authors assert that the future of regions will not be determined solely by large-scale development projects or competition for tourist attraction. They emphasize the importance of reinterpreting the everyday cultural practices and memories of communities and developing them into unique regional narratives.
They also suggest that promotional methods for regions need to change. Rather than one-sided promotion led by administrative agencies, a collaborative process involving residents, merchants, and visitors in creating regional value can lead to long-term competitiveness.
The book consists of eight chapters, starting with local branding and storytelling, and examines the potential of regions across various fields, including local food, tourism, transportation, IT, sustainability, and community.
In the tourism sector, it introduces a model where residents become the main players in tourism, moving away from a focus solely on increasing visitor numbers. It also addresses various challenges related to regional sustainability, including transportation infrastructure, digital technology, artificial intelligence (AI), climate crisis response, and community recovery.
The book features domestic case studies from places like Gangneung, Jeonju, Seongsu, Bukchon, and Mangwon-dong, showcasing local food, tourism, transportation, AI, climate action, and community projects. It connects PR theories such as place branding, experience economy, relationship management, social capital, and two-way symmetrical communication with real-world examples.
Jo Young-seok, president of the Korean PR Association, praised the book in a recommendation, stating, "Helping regions speak for themselves is PR," and noted that it demonstrates how accumulated PR expertise can create change by connecting with the unique values of local areas.
Additionally, Kim Joo-ho, honorary president of the Korean PR Association, highlighted the significance of PR professionals addressing public issues beyond organizational promotion, while Kim Kyung-dal, director of Blue Dot AI, described local areas as future media assets that need to be reinterpreted and connected.
To celebrate the book's release, the authors will hold a book talk on the 26th at Chosun Salon in Jongno, Seoul, where they will share key insights and the writing process of Local Shift with readers.
* This article has been translated by AI.
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