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Brand Journalism and Personal Branding in Academia
Abstract
The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.
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