Corporate pathos

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Corporate pathos is a public relations term used to define the employment of emotional engagement techniques to help shape and alter attitudes and behaviours.[1][2]

In general, pathos refers to the use of an emotional appeal. The term "corporate pathos" describes the use of emotional arguments alongside rational explanations for organizations to convince audiences of their given position.[3] The corporate pathos technique is particularly useful to businesses facing a crisis and an angry public.


  1. ^ [1] Journal of Communication Management
  2. ^ [2] CIPR news
  3. ^ [3] 'Corporate pathos': new approaches to quell hostile publics