This paper examined the possibility of applying the concept of serendipity, which has been referred to in various fields, to Local Government public relations channels. By reviewing the literature, definitions of the concept of serendipity and its evaluation scale in each field were organized. As a result, since the definition of serendipity differs depending on the field, it was found that it is possible to apply it to Local Government Public Relations channels by defining the concept of serendipity for each (...) paper. (shrink)