The Administrative Leader Image Words

Discourse persists throughout the whole administrative activities of the administrative leader, most management activities should be completed with the aid of discourse. Discourse is an important tool to exchange the information and feelings between administrative leaders and the public, it can get mutual understanding and support by discourse communication and then establish a good public relations, thus effectively achieve administrative goal. The administrative leader’s discourse image directly affect the leader’s influence force and appeal power, it’s also related to the public’s evaluation of the administrative leader’s image and the government’s image. However, there are still have many problems in the administrative leaders’discourse image, thus affect the realization of leading capacity and public relations. Therefore, we should pay attention to the function of the administrative leader’s discourse image in government public relations and political communication, then identify the problems of the administrative leader’s discourse image and find the solution to solve those problems.This paper begins by explain the concept, characteristics and function of the administrative leader’s discourse image, we can get a preliminary understanding of it. We can know that the administrative leader’s discourse image has many problems by analysising the existing state of the administrative leader discourse image, these problems influence badly to build public relations and political communication, so we should so we should put forward some practical suggestions and strategies to solve them in order to eliminating the adverse effect. First of all, we must analysis the reasons for the problems, thus can make effective strategies to solve them. Through the analysis, we know the problems of the administrative leader’s discourse image are the result of multiple factors including the administrative leader-self’s problems, political environment and institutional factors. Therefore, we should start to improve the above three aspects to create good administrative leader’s discourse image, including improve the overall quality of the administrative leader, create a good discourse environment, change the governing concept of the administrative leader, perfect the relevant norms and strengthen the comprehensive supervision. We can effectively shape the administrative leader’s discourse image by making practical and scientific strategy from the above aspects.