CFP - Public Relations Based on Neurocommunication and Emotions: Theory and Practice

The international journal Miguel Hernández Communication Journal calls for submissions for the monograph Public relations based on neurocommunication and emotions: theory and practice. In this issue, researchers and academics are invited to submit articles that analyse, both from the point of view of professional practice and pure academic research, the creation of relationships of trust with audiences through the use of strategies and techniques of public relations in line with persuasive and neurocommunicative communication techniques.

Public relations has become a key element to cover the public's need to find trust in the media, in advertising, in organisations and institutions. In addition, they provide and generate fluid and effective communication between these organisations and publics. After the crisis derived from the COVID-19 pandemic worldwide, trust in the media has been altered by the overwhelming action of hoaxes, fake news and disinformation.

Neurocommunication has been applied in the social sciences for about twenty years. The best known research is that of neuroscientist Antonio Damásio on the capacity of emotions to access and organise information (Damásio, 2003).

If we start from the premise that audiences, consumers and users of social networks buy feelings, experiences and stories, the relationship that this generates becomes unique when emotions intervene, becoming an extremely valuable instrument that allows customer loyalty by increasing the quality of the memorable experiences produced (Barrientos-Báez, 2019). Neurocommunication can be seen as an integrative spectrum that links areas such as culture, society, politics and biological evolution in themselves.

It is necessary to measure the reactions of what our bodies do while we are thinking as it can help us learn about how we think. There is a relationship between emotion and heart rate and the acceleration or deceleration of the heart can tell us whether a person finds a particular stimulus pleasant or unpleasant and provide information about attention and effort, not only physical but also cognitive (Lang, 2011; Rúas Araújo and Barrientos-Báez, 2020).

Keywords:

Neurocommunication, Public relations, Persuasive communication, Media, Emotions, Trust, Social networks.

References:

Barrientos-Báez, A. (2019). Triple Role Theory: Emotional Intelligence, Tourism and Education. Linking the three concepts. Cuadernos Artesanos de Comunicación, CAC 158. https://doi.org/10.4185/CAC158

Damásio, A. (2003). Mental Self: The Person Within. Nature, 423(227). https://doi.org/10.1038/423227a

Lang, A. (Ed.) (2011). Measuring Psychological Responses to Media. London: Routledge.

Rúas-Araújo, J. and Barrientos-Báez, A. (2020). Neurocommunication and persuasion: some experiences with VFC and LIWC. Journey to the bottom of Neuromarketing. Editorial Fragua.

We invite you to submit your research until 1st of April 2023 for this special issue of MHJournal to be published in July 2023.

Priority lines in this monograph:
- Public relations in organisations and the media.
- Democracy, political communication, public opinion and automated disinformation.
- Persuasive and strategic communication in public relations.
- Persuasion and emotion: neurocommunication.
- Freedom of expression, ethics and transparency in digital contexts.
- Public relations and social networks.

Coordinator:

Almudena Barrientos-Báez. Universidad Complutense de Madrid. almbarri@ucm.es ;

https://orcid.org/0000-0001-9913-3353

PhD with international mention Cum Laude in Education. Assistant Doctor at the Complutense University of Madrid. She was Director of the Master's Degree in Teacher Training at the European University of Madrid. Master's Degree in Protocol Management, Production, Organisation and Design of Events - area of COMMUNICATION - (Univ. Camilo José Cela) and Master's Degree in Tourism Accommodation Management (Univ. Girona). Degree in Tourism (Univ. de La Laguna) and Teaching (Univ. Valencia). Her research work is directly and transversally linked to Neuromarketing, Neurocommunication, Gender, use of Social Networks, Communication, PR and ICT. Index h 14.

It is part of the Project Public Audiovisual Media in the Platform Ecosystem: models of management and evaluation of the public value of reference for Spain, (PID2021-122386OB-I00), funded by the MCIN, AEI and FEDER, EU. Ministry of Science and Innovation. PI1 Miguel Túñez and PI2 Francisco Campos. Member of the research team of the RTVE Chair of the University of Santiago de Compostela on Public Service Media in Europe. Member of the Research Team: Gabinete Comunicación y Educación. Department of Journalism and Communication Sciences of the UAB.