A Research On The Application Of Public Relations In Urban Brand Construction

Urban brand theory has appeared already in upper century nineties in our country. The success that brings about by enterprise brand image building and spreading has aroused the fervency of government to construct urban brand. They are hopping that the construction of urban brand can lift city competitiveness and drive the development of city economy and culture. Therefore, looking for the right but effective means to construct urban brand becomes the key location that the city competes for.As a science and art that mold organization image, public relations has already got broad applying in enterprise. In the construction of urban brand, the peculiarity of the host and public of city organization and the difference between urban brand and enterprise brand communication, are providing public relations vast space to apply and develop.Base on the definition and communication mode of public relations, I concretely analyzed the host,public and media of public relations in the construction of urban brand. By understanding the function and effect of public relations, in the view of urban brand construction, I discussed several kinds of public relations applying means. Through analyzing the faulty practice and shortage in the application of PR in urban brand construction, I gave some suggestions: analyzing and planning detailedly while carrying out the event, taking network public relation applying seriously, getting hetp from special field organization of PR, building effective public relations handling mechanism of city crisis.