Resumen

MARTINEZ LAHITOU, Damián. Brand PR: Comunicaciones de marca. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2011, n.35, pp.23-30. ISSN 1853-3523.

The article makes a refection about Brand PR and how public relations can contribute to establish an emotional connection between brands and consumers. In this sense, a change in the markets is delineated in which a new communication paradigm is built that fosters to establish those connections in a significant, valuable and lasting way. In addition, new consumers, new technologies and new ideas imply a deeper and more complex knowledge. A challenging and confused scenario with many new elements that have to connect to each other. And a new role and skills for the public relations that today goes through an historical redefinition, revaluing itself by its synchronous amplifying capacity: the capacity to amplify the effort of brands simultaneously to other marketing communications.

Palabras clave : Advertising campaigns; Brand; Brand Communications; Brand PR; Communication management; Communicators; Corporate Communications; Corporate Image; Corporate Reputation; Dircom; Marketing; Mass media; New technologies; Public; Public Relations; Social media; Stakeholders.

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