The Study Of Media Relations Image Maintenance Of Local Government In The New Era

The image of the government is the core of government influence, it is closely linked with the credibility of the government ability to govern and performance. Government maintain a good image, has become an important foundation of its legitimacy to govern, it contributes to strengthen the cohesion and appeal of the government to improve the administrative efficiency of the government, to win the citizens’ trust in government and recognition. At present, China is in a new period of social transformation, the administration of social environment has changed a lot, various social contradictions and issues are intertwined, so that the levels of local government’s ability to govern and the government’s image maintenance are plagued by serious challenges, especially the mass media, the situation of public opinion and national psychological quality, image maintenance of the local government put forward new requirements. In this context, maintenance of the good image of the local government must rely on to enhance the ability of the media, public relations.In recent years, China’s local governments showing a series of new changes in public relations, such as awareness of government relations has enhanced, the capacity of government public relations has enhanced, government and traditional media relations to achieve a breakthrough, but governments around the media and public relations is not positive enough, media and public relations showing" east and west are low, south and north are high", In2012, China’s local governments have a relatively rich media, public relations practice experience, from both positive and negative aspects of each selected three typical cases, six cases were compared with a column chart summarizes the relevant experience and the lessons media, public relations, and the image of the local government to maintain the status quo judge. This article also highlights the U.S. government media and public relations strategy, media, public relations team-building experience of the Hong Kong SAR Government, on this basis, the media, public relations capacity to enhance the image of the local government maintenance recommendations.I think that the government Media Relations should follow the concept of "equality and mutual respect, normal continuous" enhance the capacity of local government Media Relations, and to do the following work:First, we should strengthen the top-level design, additional management functions of government Media Relations, Media Relations activities. prompting the local government to enhance the initiative and consciousness to the performance of the functions of the government, the establishment of specific mechanisms. Second, we should strengthen the response capacity to create high-quality government micro blogging "window" to the government micro blogging cluster operation to form a joint force to respond to social concerns and respond to public opinion. Third, we should strengthen the study and training to enhance government officials, media literacy and make good use of the media and the public to communicate effectively, to narrow the distance between government officials and the public. Fourth, the government should pay attention to the Micro-PR by little progress every reform, every small improvement of people’s livelihood, every problem solve to win the recognition and affirmation of the public; Micro-PR is a quantitative change to qualitative change need to accumulate, need to Government cherishes the image of the fear of public opinion, and improve the style, action language, with the help of media coordination and improve relations with the public and build a strong basis for the government Media Relations.