Emotional Intelligence in Management and Public Relations: The Key to Effective Communication and Relationship Management

Abstract

The development of exponential convergent digital technologies contributes to the increasing need for possessing skills and competencies in emotional intelligence. On one hand, this facilitates adaptation to drastic and everyday changes. On the other hand, it emphasizes the complex human touch in matters—empathy, active listening, and noticing the unsaid—as human advantages over artificial intelligence and machine learning. Starting from the essence of public relations in executing effective communication and building and maintaining relationships with publics towards gaining trust, which contributes to the reputation of business entities, we can undoubtedly see the close connection and convergence between the two domains. This paper concludes that, alongside the assumption of having sufficient cognitive intelligence and expert knowledge from the domain, it is particularly important to be dedicated to the development of emotional intelligence capabilities, towards achieving success in managing public relations. By demonstrating the connection between public relations and possessing and managing emotional intelligence skills, towards building long-term relationships with the publics and credible organizations, this work aims to highlight the exceptional need for incorporating emotional intelligence skills into academic curricula, as well as the continuous implementation of training in the domain at the workplace.

Keywords: public relations, emotional intelligence, management, leadership, public relations management, educational qualification