Media Q&A – ACROFAN

Established in 2006, ACROFAN is the brainchild of Mr. Ryu Jae-Yong who wanted an online space to index and archive the news articles he was writing as an IT journalist. His passion for journalism and maintaining his own website eventually drove him to work on the Korean-language IT news website full-time.

The site offers latest updates in the technology industry, covering renowned companies such as Huawei, IBM, Hewlett-Packard and Palo Alto Networks. Additionally, ACROFAN also partners with major South Korean web portals, NAVER to publish its news articles.

1.Did you know about PR Newswire? If so, what are your thoughts on us?

PR Newswire is well-known among South Korean media professionals to be an authoritative source that helps companies distribute large numbers of press releases worldwide. Despite the proliferation of digital media, press releases are still the main source of information among South Korean journalists and is widely used during the newsgathering process.

This year marks the 10^th anniversary of ACROFAN and I aim to expand the business to English-speaking countries and Japan. The releases from PR Newswire is a helpful source for us to learn more about the latest happenings within the technology industry worldwide.

2.What kind of press releases do South Korean journalists prefer?

South Korean journalists prefer exclusive news, especially on issues relating to the economy. However, it can be tough for journalists to obtain newsworthy press releases as most releases are promotional.

3.Which topics and issues are you most interested in recently?

As of December 2016, all South Korean journalists including me are interested in news surrounding the corruption scandal of President Park Geun-Hye. Every local media outlet is paying close attention to this issue and the scandal is plastered on the front pages of all newspapers daily.

4.What is the most memorable article you have written so far and why?

My first memorable article touched on the supply chain management of gambling machines such as slot machines. Individuals working in that industry are usually gangsters and I had the chance to meet them for the first time while writing this piece, which made the reporting experience extraordinary.

The second article was regarding an international company siphoning off promotional goods. It was a really meaningful article for me because it led to the punishment of those responsible for this scandal and raised awareness among South Koreans.

5.Any advice for PR and corporate communications and professionals and marketers interested in the South Korean market?

Instead of just going through the motions of disseminating your news and searching for editorial pickups, also think about how your news can inspire your target audience and the readers of your desired media outlets.

By Hwajin Choi, the Audience Development Executive in China at PR Newswire. If you would like to be featured, please get in touch (hwajin.choi@prnasia.com)

Editor’s note: The interview was lightly edited for clarity.