Factors and Characteristics of Political Likeability as a Source of Public Relations: Focusing on the Likeability Factors in South Korea

The purpose of public relations is to obtain the “good will” of stakeholders having a strong effect on the good feeling or likeability of public for the organizations of public relations. Bhargava, professor of marketing at Georgetown University, insists that Nelson Mandela could be President of South Africa because of his personal charm and likeability rather than his political experience and competence. This study is purposed to investigate what are the likeability factors which exert a strong influence on the impression and image of politicians and to make a likeability index for South Korean politicians. A survey of likeability was conducted for the Presidential candidates, local government head candidates and work partners in South Korea. The result shows that likeability factors depend on who it is. In other words, likeability factors are different in the manner of subjects and targets. In particular, the likeability factors for Korean President were composed of reliability, communication competence, and problem-solving ability. While, the likeability factors for local government chief were composed of reliability, clean integrity and problem-solving ability. In addition, this study indicates that the likeability index for Korean politicians should be estimated by reliability, strict integrity, communication competence, problemsolving ability and consideration.