Brand PR: Comunicaciones de marca

Abstract

The article makes a reflection 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.