A Research On The Management Of Government Image During Public Crisis

Following along with the transformation of economy and society, our country entered into a period of public crisis which has a high frequency. The public crisis is affecting the entire society with great intensity and breadth. It not only causes the public wealth and the life's loss, the destruction of economic environment, but also induces the disastrous consequences such as the loss of legitimacy and the political turmoil. The public crisis management is a non-normal management, and at this time the public's awareness of the government image is unstable, the public's expectations to the government has also increased. This requires the establishment of the efficient system of the government's public crisis management and the emergency mechanism, requires the handling of all types of emergencies timely, effectively and steadily. But more important is the creating of the modern image of government that dealing with public crises.The government image is the comprehensive impression which forms with the public's impression to the government's overall performance and the objective effect. It is the cognition and evaluation of public to the government's overall quality, comprehensive ability and performance. A good government image is government's intangible asset, which is also an important precondition for the effectiveness of the government. The question of government image is an important topic which has researching value. In the public crisis, the good government image can reduce the chaos of society, increase the identity of the decision-making of government in crisis and enhance the government's ability to mobilize in the crisis.In the current our country's management of government image still has many questions such as the weakness of the image sense, the scanty of public relations idea as well as the obstruction of the information communication channel. The paper embarks from the elaboration of basic theory, puts the government image in the viewpoint of public crisis to conduct the research. At the foundation of analyzing the relations of public crisis and government image, the paper discusses the current situation and dilemma of the government image's construction during the period of public crisis in our country. Finally the paper proposes the principles and the measures of government image management which include five aspects as follows, plan, propagation, control, feedback and adjustment to optimize the management of government image during the period of public crisis.