英语论文网

is mainly responsible for information dissemination, but the digital eras, PR department must redefine their duties and roles, their traditional role of an information publisher is changed into an information manager. In this network society with excessive and random information, how to distinguish useful information and useless information, how to determine the flow of information has become a crucial issue. For example, in the digital age, an organization should observe the development trend of the whole society, the public opinion, the public speech, use the information and opportunity which is beneficial to the organization to make the public understand the enterprise's policy, policy and development prospect to establish the good relationship between the enterprise and the society, so as to strive to improve its corporate brand image. At the same time, as PR personnel, they need to take the initiative to fully and accurately collect information to understand the public’s psychology, needs and trends, and then taking targeted measures to affect the public psychology and decision-making.

2.4 Case study
There are many stars who use their influence to create their own clothing brands, but not all of the brands are successful, Leo Ku is a successful example in terms of self branding, he has successfully built his own clothing brands, such as: SOLO CELEB and HTDG and made the brands match with his personal image and be accepted by the public. In the following content, it will be from the perspective of PR to analyze the key to his success relating to self branding.

2.4.1 Guiding public opinion
Ku's strategy of promotion of his clothing brand is not simply to tell his fans or consumers how perfect it is, Leo's strategy is to increase his exposure in the media, while wearing his own designed clothing brand, through triggering discussion of the media and his fans for the clothing brand to increase the popularity of the brand. For example, in 2015, Ku participated in a most popular a program named “I am a singer” hosted by Hunan Television, which is known as the most welcomed local television station in China. The program was broadcasted weekly, and Ku chose clothes of his own brand to match with the song he would sing each week. Because of the popularity of the program and Ku, his clothes attracted attention from the media and fans, causing a lot of discussion online on the brand. In 2016, as the first fashion designer from the amusement circle, Ku held a show for his own brand of clothing in the influential Shanghai Fashion Week. He brought a series of gorgeous and fashionable design, which once again shocked the media and the network. In the digital age, consumers have an access to a lot of information, simple preaching has been unable to convince consumers. The success of Ku is through a variety of high-end channels to show his brand directly to attract the attention from fans and the media, indicating that in the digital age, the role of PR is how to guide the concern of public opinion on self branding (Allagui and Breslow, 2016).

2.4.2 Public’s demand
Ku is through Facebook, Instgram and other public media tools to communicate with his fans regularly, he regularly shows his new designed products for users to comment, he also takes valuable advice and ideas from users and these will also be used in his later works. To avoid resentment arising from high frequency of display