PUBLIC RELATIONS AND NEUROCOMMUNICATION AS TOOLS FOR IMPROVING THE BRAND IMAGE OF PUBLIC CHARACTERS
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Abstract
This research on Public Relations (PR) in the personal field has the purpose of clarifying and deepening the work carried out in famous or public figures. The possible and different strategies that can be carried out to manage the public image of an individual from the framework of neurocommunication will be detailed.
Through different examples, it is contemplated to demonstrate how the work of PR has evolved through the new tools that have been conquering the market, such as the Internet. Thus, the importance that social networks have been gaining in this profession is detailed, since it is these media that today must be controlled, managed or manipulated to globally manage the public image of a famous person.
Cases carried out both outside and within Spain are referred to compare the different forms of image management that predominate in this globalized market. On the other hand, certain aspects such as printing and printing management are developed beyond a celebrity, as a resource that a personal brand must plan from the use of techniques derived from neurocommunication. Likewise, the evaluation of a PR campaign is developed with the aim of clarifying a little-known aspect of said profession, not only because of its difficulty but also because of its somewhat abrupt methodology.
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