Public Diplomacy Measures and Media Communication of South Korea in Response to the COVID-19 Pandemic

Purpose - The study aims to analyze the relevant measures taken by South Korea during the Coronavirus Disease 2019 pandemic (COVID-2019) and discuss the communication and development of new media in public hospitals in this period. Design/Methodology/Approach - Based on the relationship between emergencies and public diplomacy, the public diplomacy and related statistical data of South Korea during COVID-2019 pandemic are analyzed, and the new media communication status of three public hospitals in South Korea is discussed based on case analysis method. Findings - The results showed that the number of newly confirmed cases was the most from February 29 to March 10, 2020, and the maximum number of confirmed cases reached about 800. The epidemic situation was well controlled from March 10 to August 17, and the confirmed cases increased then. The overall epidemic prevention and control work was in place, and public diplomacy played an important role in it. The publicity of public hospitals in image building accounted for more than 60%, which was far higher than that of epidemic prevention and professional science popularization. Research Implications - The overall publicity efforts needed to be improved, so it is necessary to strengthen the new media communication concept of public hospitals. In short, South Korea s public diplomacy has played a great role in the prevention and control of the epidemic, but the continued strengthening of the medical system still needs to be concerned.