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of products through the social media, he regularly shares his own lives with fans, which is in fact in line with his brand image. His propaganda strategy deepens the fans’ impression for his brand. Through promotion through social media, on the one hand, it expands the influence of his brand, on the one hand, he understand what fans need to improve his products, thus confirming that the role of contemporary PR is not only to enhance their image, but also to better meet the needs of consumers’ (Toledano and Avidar, 2016).

2.4.3 Information management
There are a lot of stars who have created their self brands, and Ku’s brand is one of the most popular, the most important reason lies in the following two aspects. Firstly, simple street style clothing has become less popular, High Street style clothing began to be concerned about, Ku’s brand is a typical High Street style, which meets the aesthetic needs of the contemporary young people for clothing. Secondly, many of his life ideas are through his costume design to show, the public choose his clothing because of recognizing his philosophy. For example, he launched a series of clothing taking 'RICH IN SOUL' as the theme, expressed his life attitude of setting free from the yoke of money in life, the concept is consistent with contemporary young people's attitude, so the brand is welcomed by many consumers and it also becomes one of the best-selling clothing. In the digital age, the excessive information makes how to convey the right message to the right people become the key to the success of PR management, PR role is no longer publishing information but a information manager (Lee et al., 2015).

2.5 Discussion
PR in the digital eras has lost its role in determining formation of public identity, as what it did in the past. However, it should be noted that in the digital eras, organizations can still use the Internet communication tools to publish information according to their own wish to the public of all kinds, including the media, and attaching importance to effective interaction with them. In this way, organizations will be able to grasp the initiative of PR to have an impact on public recognition, thus playing a good role of guiding public opinion. The success of Leo Ku lies in the use of all kinds of communication channels in the digital eras to directly display his products to guide fans and the media's attention, this high exposure can not only display products, more importantly, the exposure of his clothing in a variety of fashionable places, which has a subtle influence on the audience’ recognition, the public are aware of that Leo Ku’ brand, products and style represents the current fashion, so they are willing to buy his products.
In the digital eras, people prefer to express themselves (self), they pay more attention to whether their individual needs can be met, so that organizations need to provide personalized information services to the public with different needs, so in the digital age, PR roles change into the public interest defenders. Leo Ku makes use of the media in the digital eras to communicate with the public, or it is even one-on-one communication, which helps to promote products and his own ideas, and it is also the process to understand public demand for products to improve, so as to meet consumers’ personalized demand, because the public have needs to express themselves, they also hope that their ne