Public relations is the abbreviation of public relations, which is what we often call PR. Brand public relations (BPR) refers to a method for enterprises to make full use of the function of public relations when dealing with the relationship between enterprises and society, the public and the media, so as to create a good brand image for enterprises and improve brand value.

Brand is a combination of reputation, symbol and business value, and public relations is the ballast stone to help the brand to be stable and far-reaching. The core of brand public relations lies in the construction and maintenance of "relationship chain", but it cannot be simply equated with good relations-public relations strategy should be subordinate to brand strategy, and a mature public relations staff needs to understand the market communication law and brand strategic planning in order to correctly handle the relationship between all stakeholders and help the sustainable development of the brand.

First, the three characteristics of brand public relations

1, two-way communication

Public relations not only conveys brand value to consumers and investors unilaterally, but also needs to be proficient in the ability to interact with the public. In the interaction with the public, public relations can collect public feedback in time, and also make suggestions to the management on some public events and corporate image of the company in time, so that the brand and the public can form a mutually promoting and interconnected relationship.

2. Quick response

Public relations needs the ability to deal with emergencies. Facing the crisis of public opinion and brand reputation, public relations needs to make correct judgments and timely decisions.

3. Public interest

Protecting and respecting the public interest is the starting point of brand public relations. The psychological needs and interests of the public, the relationship between the public and the public and the quality of the public are all factors that need to be considered in public relations.

Therefore, brand public relations should take into account the inner feelings of the public, and should not publish false information to deceive the public, which will undoubtedly damage the basic image of the brand and hurt the basic interests of the public.

Second, the function of brand public relations

Brand public relations has three main responsibilities: brand communication, crisis public relations and content management.

1, brand communication

The biggest role of brand public relations is to maintain the "relationship chain" of all parties to the brand, and its essential significance is to help the brand spread.

(1) Relationship with the media

Guide all kinds of media to make positive reports on brands and products;

(2) Relationship with customers

Get the long-term attention of consumers through interaction with customers;

(3) Relationship with stakeholders

Maintain good relationship with financial stakeholders (such as investors). ).

2. Crisis public relations

In case of brand and product crisis, launch public relations in time to reduce brand loss.

3. Content management

Brand public relations should have the ability to create channel content. Through the analysis of brand business model, brand positioning and product development, we can extract the core points that are beneficial to brand development, publicize them to the public in a multi-social way, help brand product development and gain more new customers.