Building Urban Brand: A Perspective Of Public Relations

Along with the accelerating in the globalization of the world economy, the competition between nations has been more obviously found between cities in current days. The status of city is on the rise and the competition between cities is becoming harsher and harsher. Urbanization is bound to be the future of economic development of every modernized country. In a world of urban managed and urbanization with a faster speed, a city without a feature or brand is just like a city without life, which will definitely be eliminate in the flood of history.The building to a city-brand can not be done in one day, in fact, it consists of urban planning,urban construction,urban managed,communication of city-brand, etc., which means huge and integrated efforts and wants a integrated application of various efforts. On the other hand, in the process of building a city-brand, city-brand communication plays an essential and unique role. Means of expanding city-brand comprise ads, public relations, media propaganda and so forth. Public relations, which is in the feature of amiable, reliable, persistent and permeation,has an irreplaceably important role in the propaganda of city-brand.Starting with the role of public relations in building a brand, this thesis discussed the impacts and strategies of public relations in brand building by analyzing the definition, generating basis, features, classification and expanded methods of city-brand. Moreover, the thesis takes a detailed analysis on the specific classification of public relations strategy in the process of building brand from a tactics perspective and it is hoped that it can offer some suggestions on city-brand building from both strategic and tactics perspective.