Terri Hautman, manager of Image/Brand for Chrysler Corp. suggests these five rules for building brand through public relations:
- Know what the product, and the campaign that surrounds it, stands for;
- Target those buyers who have a passion for your product;
- Understand how the industry that your product is a part of has evolved;
- Integrate timeless qualities that have helped make the brand successful; and
- Reduce cross considerations by targeting an exclusive market and audience.
Source: "Value Added Public Relations" by Thomas Harris