How protocol contributes to create the public imagen of the authorities in Spain

Abstract

The creation and conveyance of a specific media image related to previously defined objectives require a strategic communication plan, of which Protocol is a fundamental part. This research contributes to demonstrate how the protocol criteria of space, hierarchy and symbolic scenery affect a leader´s image. It is concluded that the leader conveys control, dominance, authority and power through the respect of the protocol rules. However, protocol does not take into account many remarkable aspects of the strategic control of the politician´s image. Subsequently, this research proposes that it should be complemented with channels of the non-verbal language in charge of conveying the qualities linked to charisma.