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The UCAM presented yesterday at the Centro Cultural Las Claras, the book `The candidate brand: how to manage the image of political leader."

The Director of Communication of the Autonomous Community of Murcia, Miguel Ángel Pérez Heredia, presented the publication accompanied by the Dean of the Faculty of Communication at the UCAM, Arturo Meraz, and the associate dean of journalism and coordinator of the project, Rocío Zamora.

The head of Communications of the Autonomous Region, said during his speech that "the personality of a person constitutes the basis of their image."

Miguel Ángel Pérez Heredia, emphasized the personal and political coherence of the regional president, Ramón Luis Valcárcel, transparency, his love of truth and work for equality of Murcia.

Then Arturo Meraz, positively praised the rigorous research conducted in recent years by the Communication Research Group, Policy and the Catholic image, embodied in the publication of this book and highlighted the Political Communication Digital Terrestrial Television, and the relationship between media and childhood as a major research lines for communications specialists from the UCAM.

For its part, Rocío Zamora said that the book is an exhaustive analysis of the elections of 2007 in Murcia, their coverage, and the concept of political brand based on the features that citizens value in their leaders and define their political identity.

Zamora said that "contrary to what may seem, people do not appreciate too much on political issues seem decisive as the candidate's competence, knowledge, training or skills to develop their position."

The Associate Dean of Journalism at the UCAM added that "the ability of a political leader to connect with the expectations and demands of citizens, is determining when to evaluate, which explains the significant differences in the evaluations obtained by the candidate Popular Ramón Luis Valcárcel, higher than your opponent's PSOE, Pedro Saura. "

Source: UCAM