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企业公关借用名人名地或制造令人信服的事实，可以产生“权威效应’。可以增强和提高企业和产品的知名度和美誉度，增强企业产品的市场竞争力．但是导演“权威效应”，必须建立在企业产品的高质量的基础上．利用权威要注意以下问题：其一，必须在市场调研的基础上，客观评价自身实力，维护权威宣传的真实性和客观性；其二，选择名人权威，要在本企业相关区域中的行家里手中着手；不可见名人就搬；其三，要尊重和爱护名人名地的声誉；其四，要标新立异，杜绝平庸，方能产生“轰动效应．”
Corporate public relations borrowing celebrity names or creating compelling facts can produce “authoritative effects.” It can enhance and increase the visibility and reputation of enterprises and products, and enhance the market competitiveness of enterprise products. But the director’s “authoritative effect” must be Based on the high quality of enterprise products, the use of authority should pay attention to the following issues: First, on the basis of market research, we must objectively evaluate our own strength and maintain the authenticity and objectivity of authoritative propaganda; second, select celebrity authority. We must start with the hands of the practitioners in the relevant areas of the enterprise; the invisible celebrities should move; third, we must respect and protect the reputation of celebrities and famous places; fourth, we must be unconventional and put aside mediocrity to create a “sensational effect.” ”