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The empirical study “European Communication Monitor 2008” shows that 62 % of more than 1.500 European PR- and Communication-Managers expressed that “Marketing/Brand and Consumer Communications” is the most important field of practice in their organizations and in their consultancies. Another empirical study called “Ist PR die bessere Werbung?” supports this finding by showing that 92 % of 120 German Communication and Advertising Managers use PR to communicate their brands. 95 % of them use advertising. 74 % of them think that the credibility of PR is higher than the credibility of advertising, and 72 % state that PR is strong in building trust. So Public Relations for brands can be characterized as the most important PR-task in European companies and consultancies. Therefore this essay focuses on Brand PR. It starts with definitions of the terms Public Relations (PR), brand, and Brand-PR. On this basis it presents different views on “Brand-PR” and the cognate terms “Product-PR” and “Product Publicity”. These three types of brand-related PR form a stage model of PR for brands that specifies the relationships between them: it shows that “Product Publicity” is the oldest and the most simple form of PR for brands. “Product-PR” is younger and more complex than “Product Publicity”. It is not only meant to bring the brand-name in the massmedia but also detailed information about the brand, about its characteristics, and about its history. “Brand-PR” is the youngest, the most complex and the most strategic form of Public Relations for brands. This means the management of a two-way dialogue between the brand and its publics. It doesn't only use media relations but also advertising, events, sponsoring and other communication channels to reach the relevant publics and target groups. Additionally, it uses PR-tools like Storytelling, Agenda-Setting or Issues Management to present the brand in the public sphere. So this stage model visualizes that “Product-PR” integrates the simple type “Product-Publicity”, and that “Brand-PR” integrates the two older types “Product-PR” and “Product-Publicity”.
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