Research On International Public Relations Management Of City Reputation

City reputation is a city's intangible assets, which is the indispensable element of overall competitiveness of a city. It is not only an important indicator of urban development, but also can generate huge economic benefits for the city. Recognizing the significance and the value of city reputation, the Chinese cities not only spread city reputation at home, and began to spread on the world stage. However, the shape of the city reputation can not just completed by several advertisings, public relations activities. The build of city reputation in the context of globalization, we should follow the theory of international public relations management, which is a branch of city management.As a function of communication management, public relations plays an important role in the management of city reputation. This article view from the international public relations' perspective, analyzed the theory and the practice of the international public relations of city reputation, and created the model of international public relations management of city reputation. Followed the strategic steps of international public relations management, this paper reveals the core concept and the connotation of city reputation, the operating mechanism of the organizations related to city reputation, the strategy of international public relations and the capacity needed in global environment. In addition, this paper sums up the practice of international public relations of Hangzhou in recent years and summarized its experience and point out the disadvantage.