Regional Image

As intangible assets and soft power, image has been playing an increasingly importantrule in the background of globalization. The topic of national images and city images havedrew a lot of attention both from academic field as well as parts concerned. Through theseyears development, improvements have been made both in term of theory and practice.Compared with that, Regional image, which is the very factor that affects a region’s political,economic, cultural development, doesn’t get the corresponding attention. The region consistingof three-tier and four-tire city or even countryside gets less attention. The public relation isclosely related with the communication within as well as across the region. In the perspectiveof public relation and communication, this paper takes regional image as object of research.Through search, sort and comparison of the document related with the public relations and thecommunication of regional image, this paper tries to have a clear picture of the presentsituation, existing problems and offer some effective advice. The regional image achieves itscommunication target by assuming the regional identity system, internal and external two-waycommunication system, and the management of crisis. With diversified communicationchannels, regional image communication is to win a better prospect. It is quite beneficial forthe region to implement the theory professional into practice.By case study, this paper analyzes the regional image identity system under thebackground of reality of certain Chinese region to show its necessity and importance. It ismeaningful for Chinese regions to resolve the problem of regional image communication.