With the views of 10 journalists and experts from the sector. It also covers the crisis management of the Russian businessman Alexander Dmitrenko.
INTERNATIONAL COMMUNICATION AND PUBLIC RELATIONS are essential tools for any company or professional wishing to extend awareness of their products or services beyond national borders. Building an international reputation through these actions helps to generate knowledge about our identity. Rafaela Almeida breaks down the main keys to carrying out international actions successfully. Among the cases and brands she mentions, of particular note is her personal handling of the national and international crisis of the Russian businessman Alexander Dmitrenko, accused of being the possible connection in the dialogue between the government of Catalonia and Russia.
The guide additionally features the participation of Montse Solsona Vilardell, an expert in Communication and Protocol,who was part of the Image and Communication Division of the
Barcelona 1992 Olympic Organising Committee. Almeida analyses the change in the consumption of information by young people, emerging channels and digital content creators, which makes this work an essential practical manual.
The book concludes with a reflection on the use of artificial intelligence and its influence on corporate communication and public relations, predicting that the great challenge of the future will be controlling the creation and widespread dissemination of fake news and the human inability to discern reality.
About the author:
Rafaela Almeida (Brazil, 1981) has lived in Barcelona since 1997. She is a businesswoman and founding partner of the agency BlaNZ Marketing & PR (www.blanz.es), a company
with more than seventeen years of experience in the promotion, communication and marketing of products and services; and of BlaNZ Trading, an import and distribution company founded in 2019.
She is married and the mother of two children, Anna and Guillermo. In 2020 she created her nutricosmetics and natural cosmetics brand, Oroborn (www.oroborn.com).
She is a speaker and has collaborated with various national and international business schools and universities such as EFAP (Paris and New York), an institution at which she has her own Influencer Marketing course. She is also a lecturer and speaker at the Universitat Autònoma de Barcelona and on the Bachelor in Marketing and Public Relations at Euroaula, among other master’s programmes. In the audiovisual field she is the presenter and director of the television programme La Vida es Bella, produced by Base TV.
Rafaela Almeida is the author of the works El día que Ashton me twitteó. Marketing, comunicación y sociedad 2.0 (2011), Esperando a Mr. Big. Las relaciones en tiempos de hiperconectividad (2014), Influencers. La nueva tendencia del marketing online (2017), Violetas en el camino. 10 claves para empoderarte (2020) and Comunicación internacional y relaciones públicas (2023), all of them published by Editorial Base.
Recommended retail price: €17.
Available in bookshops and specialist shops from 20 November 2023.
The launch will take place at Casa del Libro, Paseo de Gracia 62 (Barcelona), on Wednesday 22 November at 19:00.