THE IMPORTANCE AND NECESSITY OF USING EMOTIONAL INTELLIGENCE (EI) IN A PR CAREER
Emotional intelligence has come to the attention of researchers in the humanities as technology has conquered more and more areas of human activity. Even if many of the cognitive abilities have been successfully taken over by robots, as happens in companies producing goods and services, in artistic, creative or social relations activities, the affective capacity is important, which cannot yet be supplemented by digitalization.
The field of public relations is intended to establish inter-institutional links, between companies and partners (stakeholders) or between organizations and the media. Emotional intelligence is capitalized in the sense of increasing the ability to persuade. Therefore, in the entire activity carried out by public relations specialists and in which they use modern technology to transmit information (photo or video images), the abilities of emotional intelligence are concretized.
Keywords: emotional intelligence; amygdala; public relations specialist; communication; influence.
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