The Image Of The Government And The Foreign Media, Public Relations Research

The international competition during the times of globalization is increasingly highlighting the strategic role of the government image, of which the shaping and spreading are as well recognized strategically. A good government image helps the public appreciate the government and promotes the progress of administrative system reform. Being a platform of communication between the government and public, the mass media plays a tremendously important role in modern politics and the government must establish a sound relationship with the media in order to build up its sound image.The globalization of media has become a major characteristic of our times and the media now works well beyond regional limits or national borders. The implementation of Regulations Concerning Permanent Offices of Foreign News Agencies and Foreign Journalists(PRC State Council Decree No.537) after the Beijing Olympics in 2008 facilitates foreign reporters'interview as they only need to seek prior consent of the organization and person they wish to interview. As the world is increasingly focusing on China's economic and social development, short term foreign correspondents come to China more frequently and the number of long term ones is rising constantly. Impacted by the international media coverage as well as the complexity and variety of the global media, our country remains at a low level in tackling foreign media, with an immature working system which doesn't conform with the developing situations. Foreign reporters'news resources are limited due to the lack of timely revelation of government information. Moreover, a number of government departments haven't realized the fact that foreign journalists in China are a valuable source of public relations and public diplomacy and lack a sense of active contact, guide and service.Due to the key role played by the media in terms of government image spreading and democratic politics developing, China's exercise of government public relations needs to target foreign correspondents who works in our country. Based on the particularity and sensitivity of the foreign media and correspondents as well as their perception of China's various situations, Governments of all levels should attach importance to public relations with the media by further perfecting the country's system of publicizing government information and enhancing the construction of electronic government business so as to enlarge the level of transparency of government information. Based on the two platforms of real society and network world, we should seek to establish a responding system guided by the government and jointly participated by social organizations and the mass people, continue to increase the proficiency of responding and serving, encourage the foreign media, to the maximum degree, to cover China's economic, political and social development simultaneously, objectively and comprehensively, and gradually develop an outside environment which is beneficial to our development in order to provide a strong guarantee for the achievement of China's 12th Five-Year Plan.