Application Of Public Relations Campaigns In Brand Communication

After the economic crisis, more and more enterprises realize the importance of brand. Under normally condition, the competitiveness of the brand is much higher than the competitiveness of product, which building a good corporate brand is often more effective. How to improve brand awareness, reputation and recognition have become issues of concern of many enterprises. In the downtown economic environment of society, enterprises face to more problems, such as more intense competition, the surplus of products, consumption poor and so on. Spending as few as money in brand communication have become the core concern of corporate.I completed this article in this context, which has no previous case of mature theory of reference, through a combination of theory and practice methods of data collection and analysis of extensive induction. I did the following research and study in this thesis:the concept, types, characteristics, misunderstanding, operating principles, operating procedures, operating points, new media strategies of PR campaign in brand communication.In the thesis author use the method of literature research and case analysis in studying. Firstly, author described the intension of PR campaign and also in branding. And then, the study goes to analysis the hot cases, discuss the operating principles, operational procedures and operating points in PR campaigns. Author considered that enterprises should follow the step as below:confirm the PR goal, market position, strategy and evaluation. The key points of PR campaigns in brand communication are professional PR group, integrity to public, hot issues, good platform, timing and news points of enterprise itself. Meanwhile, author studied in social media and proposed the strategy of PR campaigns on SNS, twitter, and video networks.