Local public relations agency KPR said Thursday that it has set up a research center to study ways for companies to better communicate via social network services.

The Social Communication Research Lab is aimed at conducting research activities regarding diverse social phenomenon related to social media and SNS, as well as communication tools using the new trend, the company said.

KPR said that Kim Jong-rae, former IT journalist and online PR director at KPR, has been named the first head of the center.

“With the fast filtration of smartphones and tablet PCs and the surge in SNS users here, communication through social media would play a critical role in deciding the business success of companies this year,” said Kim.

“We will carry out study and research activities that would help companies reduce errors and communicate more effectively.”

KPR, which celebrates the 23rd year of establishment this year, currently hires some 120 Korean and foreign PR consultants in order to offer customized services in diverse areas.

(jylee@heraldcorp.com)