The importance of personal branding as an element of public relations: an international experience
The present research examines the degree of knowledge that students of communication have on the subject of personal branding and on the importance of its management in the context of public relations. The personal brand concerns the perception that a person creates in the minds of others and is dir...
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| Yayımlandı: | URI:https://journals.openedition.org/cs, |
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| Asıl Yazarlar: | , , |
| Materyal Türü: | Article ou chapitre numérique |
| Dil: | Anglais |
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Comunicação e sociedade
2021
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| Online Erişim: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_3002 |
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openedition |
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openedition-oai:revues.org:cs_3002 en https://journals.openedition.org/cs/3002 2021-02-05T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyns https://creativecommons.org/licenses/by-nc/4.0/ The importance of personal branding as an element of public relations: an international experience Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Molares-Cardoso, Julinda Aguileta, Carmen López de Legerén Lago, Beatriz communication personal branding professional skills knowledge public relations comunicação personal branding competências profissionais conhecimento relações públicas The present research examines the degree of knowledge that students of communication have on the subject of personal branding and on the importance of its management in the context of public relations. The personal brand concerns the perception that a person creates in the minds of others and is directly related to the ability to create bonds of an emotional nature and to establish relationships. The management of a personal brand does not mean designing and applying an egocentric strategy, but, rather, the search for the distinct characteristics of each person, according to parameters of authenticity and coherence, which are placed at everyone’s service. Firstly, a literature review was conducted to determine the tools and resources that each person has to have to manage their personal brand. Then, a quantitative methodology was used, through the application of closed answer questionnaires, with which the opinions of three hundred students from three universities were collected – two Spanish and one Portuguese. The data analysis revealed a growing interest in the personal brands area and in the search for training on the subject. Portuguese students, in general, express a more defined and uniform opinion. Spanish students, on the other hand, show fewer agreeing perspectives. A presente investigação examina o grau de conhecimento que os estudantes de comunicação detêm sobre o assunto da marca pessoal (personal branding) e sobre a importância da sua gestão no contexto das relações públicas. A marca pessoal diz respeito à perceção que um indivíduo gera na mente de outros e está diretamente relacionada com a capacidade de criar vínculos de natureza emocional e de estabelecer relacionamentos. A gestão de uma marca pessoal não significa desenhar e aplicar uma estratégia egocêntrica, mas, antes, a procura das características distintas de cada pessoa, de acordo com parâmetros de autenticidade e coerência, que são colocados ao serviço de todos. A partir de uma revisão da literatura, determinaram-se as ferramentas e os recursos de que cada indivíduo dispõe para gerir a sua marca pessoal. Em seguida, utilizou-se uma metodologia quantitativa, através da aplicação de questionários de resposta fechada, com os quais se recolheram as opiniões de trezentos estudantes de três universidades – duas espanholas e uma portuguesa. A análise dos dados revelou um interesse crescente na área das marcas pessoais e na procura de formação sobre o tema. Os estudantes portugueses, em geral, manifestam uma opinião mais definida e uniforme. Já os estudantes espanhóis mostram perspetivas menos concordantes. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
communication personal branding professional skills knowledge public relations comunicação personal branding competências profissionais conhecimento relações públicas |
| spellingShingle |
communication personal branding professional skills knowledge public relations comunicação personal branding competências profissionais conhecimento relações públicas Molares-Cardoso, Julinda Aguileta, Carmen López de Legerén Lago, Beatriz The importance of personal branding as an element of public relations: an international experience |
| description |
The present research examines the degree of knowledge that students of communication have on the subject of personal branding and on the importance of its management in the context of public relations. The personal brand concerns the perception that a person creates in the minds of others and is directly related to the ability to create bonds of an emotional nature and to establish relationships. The management of a personal brand does not mean designing and applying an egocentric strategy, but, rather, the search for the distinct characteristics of each person, according to parameters of authenticity and coherence, which are placed at everyone’s service. Firstly, a literature review was conducted to determine the tools and resources that each person has to have to manage their personal brand. Then, a quantitative methodology was used, through the application of closed answer questionnaires, with which the opinions of three hundred students from three universities were collected – two Spanish and one Portuguese. The data analysis revealed a growing interest in the personal brands area and in the search for training on the subject. Portuguese students, in general, express a more defined and uniform opinion. Spanish students, on the other hand, show fewer agreeing perspectives. |
| author |
Molares-Cardoso, Julinda Aguileta, Carmen López de Legerén Lago, Beatriz |
| author_facet |
Molares-Cardoso, Julinda Aguileta, Carmen López de Legerén Lago, Beatriz |
| author_sort |
Molares-Cardoso, Julinda |
| title |
The importance of personal branding as an element of public relations: an international experience |
| title_short |
The importance of personal branding as an element of public relations: an international experience |
| title_full |
The importance of personal branding as an element of public relations: an international experience |
| title_fullStr |
The importance of personal branding as an element of public relations: an international experience |
| title_full_unstemmed |
The importance of personal branding as an element of public relations: an international experience |
| title_sort |
importance of personal branding as an element of public relations: an international experience |
| publisher |
Comunicação e sociedade |
| publishDate |
2021 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/3002 |
| _version_ |
1877293728683524096 |