Looking at the Seoul District Office Media Teams Reveals the District Heads' 'Promotion Mindset'

The Importance of Spokesperson Grows in Seoul Mayor Park Won-soon's Administration from the Beginning with Spokesperson-Administrative Director Rotation... Journalist-Origin Jo Eun-hee, Seocho District Mayor, Assigns Only 5 Press Officers, the Smallest Staff... Followed by 4 Assigned in Songpa, Gangdong, Gangnam, and Yangcheon Districts Emphasizing Public Relations

[Asia Economy Reporter Park Jong-il] Jo Soon, the first popularly elected mayor of Seoul from the Democratic Party, was a former professor of economics at Seoul National University and served as Deputy Prime Minister of the Economic Planning Board and Governor of the Bank of Korea. Mayor Jo emphasized the importance of publicity, stating, “There is no city administration without publicity.”

Considering that professors typically do not have a strong mindset toward publicity, Mayor Jo’s emphasis on publicity was undoubtedly exceptional.

Local administration is an act of providing services to local residents, making policy publicity as important as, if not more than, general products.

Meanwhile, as the history of local autonomy has matured to 30 years, the mindset of local leaders regarding publicity has gradually grown.

Since the early days of Mayor Park Won-soon’s administration, the spokesperson and the head of the administrative bureau have alternated positions. Also, the position of press officer has long been a key post, often the top candidate for promotion to grade 3.

From this perspective, Seoul district mayors have increasingly realized the importance of publicity, striving to strengthen publicity capabilities by actively increasing the number of publicity managers and press team leaders with a sense of creativity, as well as press officers who directly prepare publicity materials.

In particular, recently, as more graduates from prestigious universities have joined the Seoul city’s grade 9 and 7 public service exams, there has been an increase in placing highly educated talents in publicity teams.

◇ Seocho District has the largest number of press officers in Seoul’s autonomous districts with five

Jo Eun-hee, mayor of Seocho District, is the only local leader from the main opposition party in the 7th popularly elected term. Moreover, Mayor Jo is a former journalist with a unique interest and understanding of the media. Perhaps for this reason, Seocho’s press team has the largest pool of six personnel among Seoul’s 25 autonomous districts. The team is composed of contract employee Manager Yoon Kyung-won, Press Team Leader Kim Seong-hoon, Section Chief Mok Jin-kyung, Kim Kyung-mi, Lee Kyung-jin, Yoon Jeong-tak (grade 7 public service), and Deputy Manager Lim Seung-gyu.

Thanks to this manpower, Seocho’s press team produces relatively high-quality press releases.

Following Seocho, Songpa, Gangdong, Gangnam, and Yangcheon districts each have five personnel including team leaders. Songpa District has Manager Seo Beom-seok, a former press team leader, Team Leader Oh Yong-hwan, Section Chief Park Seok-tae, Deputy Manager Kim Dong-guk, and contract employees Jang Eun-hee and Jeong Yoo-hyun.

Gangdong District is composed of Manager Yoon Hee-eun, a former press team leader, Team Leader Yoo Jae-hwa, and Deputy Managers Jeon Jeong-eun, Lee Yu-mi, Kim Hye-ryeong, and Jang Han-saem.

Gangnam District has Manager Lee Ki-ho (contract employee), Team Leader Kim Eun-joo, Deputy Manager Hong Ju-young (grade 7 public service), and Deputy Managers Lee Soo-min, Go Beom-seok, and Kwon Min-jung.

Yangcheon District’s publicity work is handled by Manager Ha Jae-ho, a former press team leader, Team Leader Yoo Dong-sik, and Deputy Managers Kim Min-gyu, Cheon Se-hee, Hwang Ji-seon, and Jeong Su-hyun.

Dobong District has Manager Hwang Young-mi, a former publicity manager, Team Leader Kim Dong-jin, and Deputy Managers Kang Tae-hoon, Baek Ji-hye, Jeong Dong-hoon, and Park Joo-hyung.

Guro District, which hired a contract publicity deputy manager and has long served as press team leader, is staffed with Team Leader Jo Ho-young and Deputy Managers Lee Sun-young, Jo Soo-hyun, Jo Hyung-jun, and Lee Hye-young, totaling four press officers.

Following are Jongno, Yongsan, Dongdaemun, Jungnang, Seongbuk, Nowon, Eunpyeong, Seodaemun, Mapo, Gangseo, and Yeongdeungpo districts, each with three press officers.

Jongno District’s team includes Publicity Manager Yoo Jae-il, a former press officer, Team Leader Jo Yong-seok, Deputy Managers Baek Chang-yeop, Shim Ah-young, and contract employee Lee Hye-min.

Yongsan District’s team consists of Manager Lee Jin-hee, Team Leader Noh Jeong-ha, veteran Deputy Managers Kim Jae-hoon, Choi Young-cheol, and contract employee Lim Ji-won, working as one team in publicity efforts.

Dongdaemun District has Publicity Manager Kim Chun-young, Team Leader Kim Kwang-hoon, who joined as a contract publicity staffer after Mayor Yoo Deok-yeol’s inauguration in the 5th popularly elected term, and Deputy Managers Song In-jun, Song Min-seon, and Hyun Jin-seon.

Jungnang District’s team includes Manager Jeong Ji-wook from Seoul City, former press team leader Park Bong-sook, Section Chief Oh Seung-mi, and Deputy Managers Jeon Ye-eun and Jeong Su-hyun.

Seongbuk District’s team, which sweated through the explosive increase of COVID-19 cases at Sarang Jeil Church, includes Manager Hong Ji-hyun, promoted as of July 1, Team Leader Seo Ja-kyung, contract employee Park Su-jin, and Deputy Managers Seol Jae-hong and Na Yoon-young.

Nowon District’s publicity is handled by Manager Na Joo-seok, a former press team leader, Team Leader Jang Joo-hyun with extensive publicity experience, and Deputy Managers Kim Yoo-shin, Jo Yoon-hee, and Ryu Jae-heon.

Eunpyeong District’s team includes Manager Lee Jae-seok, a former press team leader, Team Leader Im Eun-kyung, and Deputy Managers Lee Chan, Choi Yong-jun, and contract employee Kim Jun-ho.

Seodaemun District is staffed with Manager Lee Won-jung, contract employee Team Leader Na Jin-ah, and Deputy Managers Jeong Han-young, Park Kyung-eun, and contract employee Heo Jun-nyeong.

Mapo District’s team is led by Manager Nam Sun-ok, promoted from press team leader, along with Team Leader Song In-soo, Deputy Manager Kim Yoo-mi (grade 7 public service), and Deputy Managers Park Seung-hyun and Park Hyo-eun.

Gangseo District has Manager Park In-soo, former press officer Team Leader Kang Hak-gu, and Deputy Managers Moon Min-ju, Lee Soo-young, and Park Heon-gyo.

Yeongdeungpo District’s team includes Manager Lee Dae-chun from Seoul City, Team Leader Kim Do-yeon, a former press officer, and Deputy Managers Min Kyung-rok, Park Mi-sun, and Yoo Min-hee, who work hard to handle almost daily articles about Mayor Chae Hyun-il’s activities.

Dongjak District’s publicity work is managed by Manager So Mi-kyung, Team Leader Sung Hee-sook, and Deputy Managers Yeom Chang-hoon, Hong Seung-beom, and Han Seong-ok, working as a team.

Meanwhile, Seongdong, Gwangjin, Gangbuk, Geumcheon, and Gwanak districts have only two press officers each, a relatively poor human resource pool, which is regrettable.

Seongdong District’s team includes Manager Lee Seon-ha, promoted from press team leader and serving as public relations officer, Team Leader Lee Jin-young, who joined as of July 1, and Deputy Managers Jeong Mi-rang and Kim Eun-hae, who are busy working.

Gwangjin District’s team, led by Manager Kim Ki-seok who has long handled publicity since Mayor Kim Seon-gap’s inauguration, includes Team Leader Lee Ik-seong, contract employee Deputy Manager Ahn Jeong-won, and Deputy Manager Song Min-ju, actively developing ideas such as operating a ‘field publicity office.’

Gangbuk District’s team is quietly supporting the latter half of Mayor Park Gyeom-su’s third term in the 7th popularly elected term, with Manager Lim Kyung-seok, Team Leader Jeong Seong-wook, and Deputy Managers Hong Jeong-mo and Jo Eun-young.

Geumcheon District’s team, led by Manager Lim Seung-hoon, who was promoted from personnel team leader to his first managerial post as publicity manager after Mayor Yoo Seong-hoon’s inauguration, includes Team Leader Baek Jeong-hyun (grade 7 public service), and Deputy Managers Jeong Jun-seung and Park Sang-ho.

Gwanak District’s team is led by Manager Koo Nam-ryeol, who has continuously served as publicity manager after promotion to section chief, along with Team Leader Jeong Gyeong-ju, Deputy Manager Kim Yong-gap, who has served as press officer three times, and Deputy Manager Jeong Gu-hwa.

◇ Seoul autonomous districts should have at least three press officers

Of course, publicity work should not be evaluated solely by the number of press officers, but considering the increasing demand and growing importance of publicity roles, the prevailing view is that there should be at least three press officers.

In particular, it seems natural that assigning public officials who have gained diverse experience by working in major departments as well as local community centers to press officer positions improves the quality of press releases.

For this reason, district mayors should pay special attention not only to publicity team leaders but also to deputy managers, placing capable and passionate public officials to produce higher-quality press releases.

A publicity manager of an autonomous district said, “The importance of publicity work in local administration is growing day by day,” adding, “It seems necessary to assign higher-quality publicity personnel.” However, they also noted, “Due to low staff numbers caused by childbirth and parental leave, it is very difficult to assign even one person.”