Empathy in public relations practice of South Korea

Using a qualitative approach, this study explores the role of empathy as a critical skill that can improve public relations practice. Specifically, it investigates how South Korean public relations practitioners perceive the role of empathy based on their life and work experiences, beliefs, and feelings. This theme is considered within the context of the Korean culture of Shim-Cheong, a state focused on “we-ness,” and Cheong. The study results reveal three important aspects of empathy for public relations practitioners: 1) an empathic appraisal that allows evaluation of public emotions, 2) a sensitivity that enables detection of/predicts a change in public mood, and 3) sympathetic arousal that ensures sincere communication of empathy in a crisis. When the public perceives organizations and their issues as problematic, public affect changes from positive to negative. Empathy as capacity, intuition, and attitude allows public relations practitioners to determine when public affect has significantly changed South Koreans in the culture of Shim-Cheong. Since South Koreans tend to express positive moods more readily than negative emotions, practitioners can use an affect monitoring system to identify social trends and perform more in-depth analyses to assess contextual meanings and identify potential risks.