Chungbuk Province announced on September 15 that it held the "Capacity-Building Training and Appointment Ceremony for the 9th Chungbuk Provincial Public Relations Ambassadors" at the provincial office’s culture hall, with approximately 80 ambassadors in attendance.

This event was designed to enhance the public relations capabilities and new media (SNS) utilization skills of the newly structured 9th cohort of public relations ambassadors. It also featured an official appointment ceremony following the commencement of their two-year term, which officially began on August 20, reinforcing their vital role as a communication bridge connecting local residents with provincial administration.

The training program featured industry experts as lecturers and was structured into several specialized sessions: ▲ "Mastering SNS through Artificial Intelligence (AI)," ▲ "Strengthening PR Creating Capabilities for Provincial Public Relations Ambassadors," and ▲ "Healing! A Laughter Channel for Body and Mind."

Through this training and appointment ceremony, the 9th cohort of public relations ambassadors received practical opportunities to elevate their promotional skills. Moving beyond the traditional role of simply delivering administrative news, they are now equipped to effectively promote Chungbuk’s key policies, tourism attractions, culture, and festivals across online platforms and everyday living environments from the perspective of ordinary citizens.

The newly appointed ambassadors will serve a two-year term until August 19, 2028. During this period, they will actively participate in major provincial policy events and local festivals while utilizing their personal social media channels to spread awareness of Chungbuk's diverse policies and local news in a friendly, approachable manner.

Chungbuk Governor expressed strong expectations for the new cohort, stating, "In an era where anyone can become a primary agent of public relations, a sincere and unfiltered word from our local residents carries more weight than any formal campaign. I hope you will widely share Chungbuk's excellent policies and hidden charms with the public."

Meanwhile, Chungbuk Province has been operating the public relations ambassador system since 2010, continuously expanding communication channels that allow residents to directly participate in promoting provincial governance and local development.

To further contextualize this initiative, the background of regional public relations ambassadors across South Korea reflects a growing paradigm shift in local governance. Modern regional marketing relies heavily on "citizen diplomacy" and "grassroots micro-influencers" rather than top-down broadcast advertisements. Local governments nationwide are increasingly leveraging the authenticity of local residents because contemporary consumers tend to trust peer-to-peer recommendations and authentic social media storytelling over traditional corporate or governmental advertising. By training citizens in cutting-edge digital tools such as AI content generation and multi-platform short-form video creation, local authorities can bridge the digital divide while multiplying their outreach exponentially across global and domestic audiences.

Furthermore, Chungbuk Province's ongoing commitment to this program since 2010 highlights its long-term vision for participatory democracy. Engaging residents directly in administrative communication not only fosters civic pride and local community ownership but also ensures that municipal policies are communicated using language and narratives that resonate genuinely with the public. As the 9th cohort begins their active tenure through August 2028, their digital initiatives are expected to bring renewed economic vitality, tourism engagement, and cultural appreciation to the region, positioning Chungbuk as a forward-thinking, digitally empowered community in the heart of South Korea.

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