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8月8日晚,北京天安门广场,第29届奥运会参赛邀请函发布仪式隆重举行,国际奥委会主席罗格象征性地先后向希腊、加拿大、英国、俄罗斯和中国奥委会的代表发出了参加北京奥运会的邀请函。这一刻,北京正式向全世界盛情邀约,再一次接受全世界目光的注视。从申办开始,借奥运的东风,北京外塑形象,内修功力,全力建设和打造自身的城市品牌,向世界全方位地展示着自己的风采。从六朝古都到江南水乡,从历史古城到新兴特区,从工业重镇到风景胜地,中国有一大批特质鲜明的城市。目前,中国城市品牌建设可谓方兴未艾,并已打造出北京、上海、大连、青岛、三亚等颇具知名度的城市品牌。在中国最有影响力的电视媒体中央电视台的黄金广告时间段,城市形象广告已占据了相当的篇幅。与此同时,公共关系也越来越多地参与到中国城市品牌建设的进程当中,众多城市的政府机构或者相关职能部门“联姻”公关公司,共同推进城市品牌建设。一时间,城市品牌成为媒体、公众和政府关注的热点之一。为此,《国际公关》杂志和中国公关网联合邀请了两位从事城市品牌方面研究和实践的资深专业人士,共同就公共关系如何塑造城市品牌进行了深入探讨。
On the evening of August 8, the invitation ceremony for Beijing’s Tiananmen Square and the 29th Olympic Games was held ceremoniously. The president of the International Olympic Committee, Roger, sent symbolically to the representatives of Greece, Canada, Britain, Russia and the Chinese Olympic Committee Invitations to attend the Beijing Olympic Games. At this moment, Beijing formally invited people from all over the world to once again accept the attention of the world. From the bidding to start, by the Olympic Games Dongfeng, Beijing’s plastic image, skill training, to build and build their own city brand, to the world to showcase its full style. From the ancient capital of the Six Dynasties to the Jiangnan Water Village, from the historic city to the New Territories, from the industrial center to the scenic spots, China has a large number of distinctive cities. At present, China’s urban brand building is booming, and Beijing, Shanghai, Dalian, Qingdao, Sanya and other well-known city brands have been built. In the gold advertising period of China’s most influential television media, CCTV, the city image advertising has occupied a considerable space. At the same time, public relations are also increasingly involved in the process of building Chinese city brands. Many city government agencies or related functional departments “marriage ” public relations companies to jointly promote the city brand building. For a time, the city brand has become one of the hot spots in the media, the public and the government. To this end, PR and PRN jointly invited two senior professionals engaged in the research and practice of city branding to conduct in-depth discussions on how public relations can shape the city’s brand.