The Republic of Korea (South Korea)
Strengthening the U.S.-Korea alliance in Washington
Situation Summary
Situation Summary
Following the start of a new administration in Seoul, the Embassy of the Republic of Korea in Washington wanted to strengthen its engagement with American policymakers, media, and public audiences.
This effort coincided with two major milestones: the 70th anniversary of the U.S.–Korea alliance and the State Visit and Joint Address to Congress by the President of the Republic of Korea in 2023. Korean diplomats needed deeper insight into Washington’s media and policy landscape while expanding the Embassy’s ability to communicate directly with influential audiences.
Qorvis Solution
Qorvis Solution
Qorvis partnered with the Embassy of the Republic of Korea to develop a comprehensive communications and engagement strategy across media relations, digital outreach, policy analysis, and crisis preparedness.
We delivered ongoing analysis of Washington’s media and think tank environment, helping diplomats connect with influential journalists, editorial boards, and policy institutions shaping debate around the Korean Peninsula. Our research guided media engagement and informed responses when media coverage required clarification or correction. We also supported messaging and planning surrounding the 70th anniversary of the U.S.–Korea alliance and the President’s State Visit to Washington, ensuring the milestone reinforced the strength of the bilateral relationship across U.S. audiences.
To strengthen long-term communications capacity, we implemented a digital strategy for the Embassy, providing social media training and developing English-language messaging and visual content to highlight the Ambassador’s activities in the United States.
In 2024, Qorvis also designed and helped execute a five-day diplomatic tour across Michigan, Texas, and Arizona, led jointly by the Korean Ambassador to the United States and the U.S. Ambassador to Korea. The tour focused on cooperation in the semiconductor sector and included meetings with state officials, universities, and industry leaders.
The Embassy successfully engaged American policymakers, journalists, and opinion leaders while shaping how the Republic of Korea’s policies and leadership are understood in Washington. Our work reinforced the depth of the bilateral partnership, and produced new investment commitments and research partnerships that strengthened economic cooperation between the two allies.