Resumen

MOLARES-CARDOSO, Julinda; AGUILETA, Carmen López de  y  LAGO, Beatriz Legerén. The importance of personal branding as an element of public relations: an international experience. Comunicação e Sociedade [online]. 2020, vol.spe2020, pp.19-35. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.0(2020).2738.

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.

Palabras clave : personal branding; communication; professional skills; knowledge; public relations.

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