The popularity of The Squid Game is not the only example of how the U.S. is clearly riding the Korean wave (a term which, by the way, was officially recognized in the Oxford English Dictionary this year). K-pop music is topping playlists, breaking social media records, winning music awards, and curating fast food menus.
Regardless of whether you like or even understand the phenomenon, it’s clear that there is strategy behind K-pop’s positive reputation and worldwide popularity that has communication lessons for organizations and the PR professionals who support them.
Preparation takes time.
K-pop bands are famous for their signature dance moves, catchy songs, synchronized movements and flashy videos. This degree of organization did not occur randomly, rather, it was highly orchestrated and years in the making. Contracts for K-pop groups typically last an average of seven years, during which band members are trained in everything from music to public speaking to engaging with the media.
Similarly, brands and the PR pros who represent them, need a long runway when it comes to media engagement. Securing top-tier hits is a time-consuming process. It doesn’t just involve writing (and revising) pitches. You need to research and curate targeted media lists, media train executives, and plan out media events in the context of a larger PR plan and business goal. All these things take time, so it’s important to think strategically in order to execute well.
If it sounds like you’re repeating yourself, you’re doing it right.
According to experts, repetitive lyrics are key to the “hook song,” which makes K-pop songs memorable and catchy – even in languages that are not native to the listener.
Brands and PR folks should also identify the most important points necessary to engage with the audience they are trying to reach. Make sure the public is hearing that consistent message again and again. Punch these points in every interview, whether you are asked about them or not. Use them to develop an elevator pitch that explains who you are, what you do, and whom you serve. When colleagues are asked about you, they should say similar threads. If that doesn’t naturally occur, it’s time to assess your messaging for brevity and simplicity.
Don’t underestimate the power of social media.
Social media should be a crucial part of your comprehensive communications plan. K-pop labels value social media so much that many even give up copyrights, and release songs and albums to stream on YouTube at the same time they become available for purchase, so that they can top YouTube charts. Right now, of the 10 music videos with the most views in their first 24 hours on YouTube, nine are songs by K-pop groups.
Brands and organizations should make sure their social media strategies align well with the rest of their communications plans. Have you identified which social platforms work best for your audiences? Is your awards/events team providing the photos, videos, and messaging that your social team needs to uplift content to those platforms? Is your media team in the loop about emerging trends on social media? These departments should work closely together to make sure they’re helping each other to achieve the brand’s goals.
Brands and organizations should make sure their social media strategies align well with the rest of their communications plans.
Cultivate a community.
K-pop fans aren’t just fans. They’re a part of BTS’ Army, or TWICE’s Once, or BIGBANG’s VIP community. K-pop fans have a name for their community, their own hashtags, and they uniquely work together and mobilize quickly to achieve their goal of not only elevating the band they stand behind, but also political and social justice causes. What would it be like if your brand’s community (donors, recipients, employees, etc.) became a “fandom” like that?
Think about what it might feel like for your stakeholders to think they are part of your community. What would it look like? How would they engage? How could you bring them all closer together? In developing your communications plan, consider how to get your “fans” together either in-person or virtually so they feel heard, work with you, and share your brand’s message to their personal and professional contacts to further your cause.
It’s amazing and truly unprecedented to see how Korean pop culture has reached nations that don’t look like them or share their language. As our country continues to ride the Korean wave, let’s think about what we can learn from others and how we can get better together.
