Professor Jung-Hoon Han of Sungkyunkwan University’s SKK GSB published two papers in prestigious journals last year. The two papers explored which crisis management strategies would be most effective when companies face misconduct allegations.

Professor Han said, "Although research has examined corporate crisis management, we still lack a clear understanding of how the public and stakeholders actually interpret those responses. Even when two companies commit similar levels of misconduct, one may face intense public backlash, while the other may regain trust in a relatively short time.

Ultimately, the key to crisis management lies in understanding how the company has been perceived by its audience."

"A company that has built its reputation on superior performance and capabilities may need to present the public with accurate facts and a concrete action plan in time of crisis. In contrast, a company that has cultivated an emotional connection with the public may be better off delivering a concise message that resonates emotionally.

In short, effective crisis response requires the company to first understand how it is socially perceived and to tailor its response accordingly," he explained.

Professor Han, who teaches management at SKK GSB, stated that his interest in corporate crisis and reputation management stems from a long-standing curiosity about how people perceive and interpret society.

"Take Tesla, for example. Public perception of the company has been shaped more by media narratives and public sentiment than by objective facts," he noted.

He emphasized that companies are not just economic actors but social entities, constantly interpreted and reinterpreted by society.

Professor Han spoke about why he has been attracted to corporate crisis and reputation management, saying, "Society often operates more on perception than on verifiable truth. In that light, crisis and reputation management offers a useful lens for understanding human behavior, not just business strategy."

He is known for conducting excellent research and devoting himself to teaching students. What made him choose SKK GSB?

He said, "The most appealing aspect of SKK GSB is that it is one of the world’s leading business schools that is based on research. Additionally, it offers opportunities for academic exchange with accomplished peers who are actively involved in a wide range of disciplines."

He also took pride in the beauty of the campus where traditional Joseon Dynasty architecture harmonizes with modern design.

Professor Han stated, "SKK GSB's students have extensive practical experience and critical awareness. Therefore, they have high-quality discussions among themselves."

He then spoke to the students, "Effective, hands-on leaders should be able to explain their decisions using theoretical language and communicate persuasively with diverse stakeholders in the organization." He then urged, "I hope that students, while solidifying their theoretical foundation as much as their practical training, freely practice organizing their thoughts logically and communicating persuasively at school, making their time at SKK GSB the valuable investment in their careers."