Naslov
The Role of Personal Branding on Contemporary Leadership and Management

Autori
Čulo, Ivona ; Tkalec, Gordana ; Borčić, Nikolina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
80th International Scientific Conference on Economic and Social Development and 10th International OFEL Conference "Diversity, Equity and Inclusion: The Essence of Organisational Well- Being" Book of Proceedings / Tipurić, Darko ; Krajnović, Ana ; Recher ; Nicholas - Dubrovnik : ESD, 2022, 198-207

Skup
80th International Scientific Conference on Economic and Social Development and 10th International OFEL Conference: Diversity, Equity and Inclusion: The Essence of Organisational Well-Being

Mjesto i datum
Dubrovnik, Hrvatska, 01.04.2022. - 02.04.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
image ; leadership ; management ; personal branding ; public relations

Sažetak
The following research encompasses areas of personal branding and marketing, and its aim is to analyse the role of personal branding responsible for the success of contemporary Croatian managers and to show how it redefined their role and manners of management and leadership. The media as we know it changes its form on a daily basis. The emergence of new types of media and social networks changes the context of communications in general. Interactivity and great communication exchange speed in digital age enable each participant in the communication process its feedback almost in real time. This is exactly why the importance of the process has never been greater, which is something that is recognised by managers and leaders today. They employ PR experts not only for enhancing their company’s image but for improving their personal images and branding too. A manager and leader's image, their personal branding and communication with the media in contemporary society are becoming immensely important in their professional career, and this is equally important for the image of the organisation they are leading. The research focuses on the current role of personal public relations in contemporary leadership and management. Therefore, the main goal of the research is to investigate the role of personal public relations in contemporary leadership and management through the attitudes, opinions and experiences of 22 top managers in the Republic of Croatia. The research argues the importance of managers’ personal image and ways of influencing their company’s image, showing the importance of using personal public relations professionals and interest in specific knowledge and skills within the same field.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti, Filologija, Interdisciplinarne humanističke znanosti

POVEZANOST RADA