Construction And Propagation Of The Image Of The City From The Perspective Of Public Relations

City image has become important soft strength in contemporary city development, which is a public show of the integrated physical and cultural impression and an important part of city competitiveness. A good city image could improve visibility, reputation and recognition for the city to create a good public opinion environment and promote city development. But establishing the city image communication cannot simply rely on one or two city image commercials and several large-scale activities. Creating a good city image environment needs long-term, continuous, systematic progress. In academia, the concept of city image is imported from abroad and the research of domestic city image theory is still shallow. Due to complexity of city image, there is no theoretical system and practical guidance to the city image building and communication. Therefore the city image building and communication research has important practical significance and theoretical value.Public relations as a comprehensive discipline with the function of image building and communication management, has great theoretical and practical value. Public relations and related theory have played a huge role in enterprise development and image building. Public relations strategy and means of dissemination can also be used in the image structure and propagation process for city image guidance. From the perspective of public relations and through theory and practice research of the strategy pattern and transmission mode of city image, this article analyzes how to use public relations and related knowledge to build its own image recognition system, establishes public relations dissemination theory model based on the recognition system, and carrys on the exploration the participants, public and media in the city image dissemination. In understanding the function of public relations and the role of the foundation, the author offers a detailed discussion of several city image dissemination of public relations strategy and their application forms, and put forward the corresponding suggestions based on the analysis of the errors and shortcomings of means in public relations communication. At the same time, this paper also give some ideas of effects of the new media on the city image dissemination and city image crisis handling mechanism in the hope of offering some reference to the practical workers.