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公共关系是指社会组织利用传播手段与公众之间形成双向沟通，实现双方的相互理解和相互适应的管理活动。良好的公关在企业的成功中扮演着重要的角色。值得注意的是，在数字时代，公关的角色发生了重大的变化，由于不同的通信方式，通信的信心和消费行为带来的网络技术。如何正确认识这一变化已成为当代企业和组织实现成功的关键因素。本文的研究将集中在公关在数字时代的角色转变，以娱乐圈的明星在香港的名叫古巨基的自我品牌为例，分析如何适应这种变化是成功的。

1.0 Introduction 简介
public relations (PR) refer to the management activities that a social organization uses the means of communication to form a two-way communication between itself and the public to achieve the mutual understanding and mutual adaptation of the two sides (Hou, 2016). Good PR plays an important role in the success of an enterprise (Cheng, Huang and Chan, 2016). It is worth noting that in the digital eras, the roles of PR have undergone significant changes due to the different modes of communication, communication of confidence and consumer behavior brought by network technology (Charest, Bouffard and Zajmovic, 2016; Allagui and Breslow, 2016). How to correctly understand this change has become the key factor for a contemporary enterprise and organization to achieve success (Lee et al., 2015). This study will focus on the changes in the roles of PR in the digital eras, taking a star in the amusement circle in Hong Kong named Leo Ku as an example of self branding to analyze how to adapt to this change to be successful.

2.0 Body 正文
2.1 Change from a controller of information into a leader of public opinion
The openness of information acquisition lies in that PR roles in the digital eras change from the controller of information to the leader of public opinion (Toledano and Avidar, 2016). Traditional PR activities must be carried out through the use of mass media such as radio and television (Hou, 2016). The mass media have scarce resources and the privilege of dominating information resources, which makes them have the ability to form or shape public opinions (Allagui and Breslow, 2016). Now, anyone with a certain degree of computer or network knowledge and skills can publish news, disseminate information through network functions such as the establishment of the Website, sending e-mail (Toledano and Avidar, 2016), which makes a few people’s control and manipulation of public opinion through controlling the media become naught.
Traditional PR media is limited by the speed, region and time of the information transmission, which makes PR difficult to achieve the rapid and effective communication (Lee et al., 2015). The information communication tool in the information age has unparalleled fast and timely advantages, making organizations have an access to information as soon as possible, and the information can also be spread rapidly from the organizations to the public to achieve a more effective interaction and communication between them, which make real timely and effective communication of PR possible (Allagui and Breslow, 2016).
In the digital eras, it is almost impossible for organizations to control public opinion freely by controlling the absolute right of speech to affect the public (Charest, Bouffard and Zajmovic, 2016), to take public recognition as an example, the existence of the network brings a large number of sources of information, the public have the opportunity to fully express their views, the public are through the analysis, debate and exchange of events to ultimately form their own views and attitudes to be divided into different social groups, and ultimately forming their own identification. Considering from the process of formatio