Local Government From The Perspective Of Communication, Image Building,

Our country is being in an important historical reforming time: The government function is transformed from versatile to the limited. When we are joyfully to transformation of the government functions, we also realize the transformation certainly can't satisfy us: division of the administrative system vertically is serious as before, some government official's idea is obsolete as before, and is short of the idea and the knowledge of the journalism and communication, the government image are deficient and so on, which will bring a series of questions: public relations concepts of the government department are weak, and the government official can't realized the importance of the media and the news spokesperson system is lack of the interaction between the people and the government.Under the situation of government advancing the information in the government to be public and the function transforms, how does the local authority enhance the medium accomplishment further, form the good interaction with the news media, and mold government image drawing support from the media and the news issued system are to become the topic which the local authority urgently awaits to study.This article emphatically elaborate the close relation the media, the news issued system and the government image molding from the communication study, and analysis that under formal condition, how does the government carry on the policy agenda by using the news spokesperson system, and realize perfect transformation to the medium agenda and the public agenda. Under the random condition, this article will take an example of Nanjing government processing "the melon vehicle enter a city" event, elaborate government's public relations behavior in crisis and the communication strategy. In addition, the author also has discussed the problems and the counter measures in the processing of the local authority image molding, hope to provide some valuable references in practice work.