La gestión de la reputación como componente clave de la marca personal: un estudio comparativo entre periodistas conocidos y reconocidos

Abstract

Abstract: Online reputation management, as a key component of personal branding, highlights the importance of maintaining a positive and trustworthy image in the digital environment. It becomes a crucial tool for differentiating ourselves in an increasingly competitive job market, promoting strong relationships, and expanding our network. A comparative study between well-known and lesser-known professionals shows that effective reputation management is fundamental for career success and public influence. It concludes that recognized professionals tend to focus their strategies on crisis management and maintaining relevance, while lesser-known individuals concentrate on building credibility and visibility within their specific audiences. This research reveals effective strategies used by both groups in building and managing their personal brands, offering valuable lessons for those seeking to develop a significant presence in the digital age.