On Media Practitioner's Image Construction And Communication Strategy

Competition is a general character for any social organization and individual in this age. It has been an unavoidable tendency for every organization and every person to set up an image to win the competition. Media organization is faced with the same subject as well. With the methods of reference, case analysis and investigation by questionnaire, this study considers media practitioner as an important factor for the organization and analyzes media practitioner's image from the view of subject of image, PR and communication. With a purpose to draw attention from media and media practitioners, this study hopes to offers a theoretical reference and practical cases for it.This study is divided into five parts. The first part briefly illustrates the references about this subject, pointing out the research significance and design. The second part elaborates the macrocosmic environment and microcosmic environment which media organization and practitioner are faced with, and puts forward that the practitioners are the key factor of core competitiveness. The third part studies the concepts of image and the significance of practitioner's image construction. The fourth part concludes the survey results according to the quantitative investigation analysis of questionnaire. The last part researches emphatically into the conformity communication strategies of the practitioner's image construction in view of the survey results and the crisis dissemination to the practitioner. This study comes to the conclusion that practitioner's image should be set up on the base of the public reorganization and evaluation, meanwhile the media organization should provide supporting flat, and finally form an interaction mode among practitioners, media organization and the public.