Making Personal Branding Work Better: The Role of Positive Communication in Organization


Positive communication characterizes a positive image of the person and creates positive dynamics in the organization. Similarly, positive intentionality, reputation, and image also become the purpose of a personal-branding strategy, to shape the target audience's perceptions. While these two concepts seem interrelated, no study links positive communication with personal-branding management. This study examines how positive communication can help individuals achieve personal-branding goals, such as reputation and authenticity. The authors explore and analyze two elements of positive communication—integrative communication and constructive interaction—for their potential role in the process and the outcome of personal branding. The study found five possible connections; two explaining the process and three explaining the outcomes. Inclusiveness enhances the basis of the audience. The solution-focused and future-oriented practices of the constructive elements provide the audience with a promise that creates optimism, while supportiveness and collaboration may create openness. On the other hand, integrative communication may bring a sense of authenticity that will affect the positive identity. Engagement practices may create a consistency that, in time affects the reputation. The study concludes with a suggestion of inauthenticity as further empirical research.

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Publication Date

31 January 2022

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European Publisher



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1st Edition




Communication, Media, Disruptive Era, Digital Era, Media Technology 

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Amir, M. T., & Bambang, S. W. (2022). Making Personal Branding Work Better: The Role of Positive Communication in Organization. In J. A. Wahab, H. Mustafa, & N. Ismail (Eds.), Rethinking Communication and Media Studies in the Disruptive Era, vol 123. European Proceedings of Social and Behavioural Sciences (pp. 317-330). European Publisher.