近些年来,随着企业形象塑造的重要性越来越突出,公关广告发展迅猛,它以区别于传统商品广告的独特气质成功的在广告市场上分得了一杯羹。正如美国现代销售学家韦勒所言:“不要卖牛排,要卖烧牛排的滋滋声。”而这“滋滋声”正是一种形象的“乐趣”写照,它表明:人们买到的不仅仅是商品本身,而且是伴随其中的诱人乐趣。公关广告的独特魅力也就在于此:“人情味”的注入,强调情感诉求。在现代的市场经济中,企业形象是一种无形的资产和宝贵的财富,它可以和人、财、物这三个东西并列,其价值还可以超过有形的资产。这就要求一个真正的现代化企业,必须树立自己的企业形象。然而想要更好的树立起企业的良好形象,公关广告必不可少。笔者依据公关广告的分类,结合近几年各类媒体上的经典广告案例,对公关广告是如何提高企业的美誉度、亲和力、重塑形象这几个关键问题上进行了深入的研究和探讨。相信只要公关广告运用的合理巧妙,那么它在塑造企业形象中的作用将得到最大化的发挥。 In recent years, as the importance of corporate image building becomes more and more prominent, PR advertising has developed rapidly. It has successfully won a share in the advertising market by distinguishing itself from the unique qualities of traditional commercial advertisements. As the American modern salesman Weller said: “Do not sell steaks, to sell the sizzling sound of steak. ” And this “Zizi sound ” is an image of “fun ” portrayal, It shows that people buy more than just the good, but with the tempting fun. The unique charm of public relations ads also lies in this: “human touch ” injection, emphasizing emotional appeal. In the modern market economy, the corporate image is an invisible asset and a valuable asset. It can be tied with the three things of people, money and goods, and its value can exceed that of tangible assets. This requires a real modern enterprise, we must establish their own corporate image. However, want to better establish a good corporate image, PR advertising is essential. Based on the classification of public relations advertisements and the classic advertising cases of various media in recent years, the author conducts in-depth research and discussion on how public relations advertisements raise the reputation, affinity and reshape the image of enterprises. I believe that as long as the public relations advertising with reasonable and clever, then it in shaping the corporate image in the role will be maximized.