Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
PyeongChang committee won IOC vote with 'New Horizons'
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Theresa Rah, co-CEO of the presentation consulting firm Oratio, speaks during a lecture at the Korea Culture Quotient (CQ) event hosted by the Corea Image Communication Institute (CICI), at the Turkish Ambassador’s residence in Seongbuk-dong, Seoul, Sept. 27. / Courtesy of CICI
By Park Jae-hyuk
By Park Jae-hyuk
Theresa Rah, co-CEO of the presentation consulting firm Oratio, said changing the perceptions of International Olympic Committee (IOC) members on Korea was the key to PyeongChang’s successful Olympics hosting bid, during a lecture at the Korea Culture Quotient (CQ) event hosted by the Corea Image Communication Institute (CICI), at the Turkish Ambassador’s residence in Seongbuk, northeastern Seoul, Sept. 27.
“They thought we are very insular, or shy, introverted. So, hard to communicate,” Rah said. “What they see on the news is what they think of Korea, representing which is usually corporate Korea or political Korea, not always in the best news. And of course, North Korea features so prominently. This was not the image that we wanted to present as a city that wants to host the biggest party on Earth _ the Olympics.”
The former Arirang TV news anchor, better known as Rah Seung-yun here, served as communications director of the 2018 PyeongChang Winter Games Bid Committee and rose to stardom for her eloquent English presentation in Durban, South Africa, in 2011.
With the message “New Horizons,” the bid committee promoted that PyeongChang can offer new markets, fans, opportunities and growth, which cannot be offered by mature and saturated cities in Europe, Rah said.
The message caught the attention of the IOC members as it targeted the younger generation whom the IOC needed to connect with for the future of the Olympics.
“Having one message, easy message, specific message and sticking to it was the key,” she said. “Contrary to us, I think the German and French bids, they had great messages, but unfortunately, those changed quite a few times.”
Rah also explained how the PyeongChang Bid Committee conveyed its message, using the phrase “receive, appreciate, summarize and ask” (RASA). The abbreviation is the essence of communication, because it emphasizes careful listening and effective facial expressions to win over audiences, she said.
“Effective communication is 20 percent what you know and 80 percent how you feel about what you know,” Rah said.
In terms of communication, she evaluated that Donald Trump was a better debater than Hillary Clinton.
“Mrs. Clinton has consistently to be criticized for not being exciting enough,” she said.
The participants of the event, including Grand Hyatt Seoul Director Gloria Lu and Wearfun CEO Kwon Gee-chan, were impressed and satisfied with Rah’s lecture.
“She was very good. She’s talking about passion. She’s talking about connecting to people. I think she has a natural ability about it,” Turkish Ambassador Arslan Hakan Okcal told The Korea Times. “She’s a good hardworking Korean woman and she is a good representative of her gender.”
Organized by the CICI headed by Professor Choi Jung-hwa, the CQ forum is designed to share cultural experiences and promote Korea's image abroad.