Image Commnunication And Public Relation——the Reaserch On Image Construction Of General Administration Of Sport

In the high modern media society, no matter the individuals, organizations or the countries should establish image sense. The image propagating of General Administration of Sport of China has significant meaning for China sport and even for the country. On the one hand, General Administration of Sport of China is the top management institution of China sport, the feature of image propagating is:has a large scale, influence greatly, the function of audiences is complex. On the other hand, public relation is the main pattern and an important approach to create the image, not only in creating the image but also promoting overall function strength gradually from organizing to creating.The text will investigate present propagation of General Administration of Sport of China through content analyzing. We find that football black curtain, audit storm, NAM scandal and survival crisis of retired athlete and so on, these topics made General Administration of Sport of China involve into public discussion, as a result of that, it was blamed by public and affected the image and creditability. We depict a encode table for government image according to government image action and find General Administration of Sport of China performed differently in different medias.With the background of network has been the main way of communication, network platform which gathering people's ideas becomes a center for information communication and politic participation, it also builds a new common area unlike traditional media time. With civic awareness of people, more and more people evaluate the concepts and actions of government through different media and even network of public opinions can promote government decisions. All of these teach the government that it must realize concept transmission, pay more attention to government image communication and modeling, to create image positively.