The Restoration And Rebuilding Of Urban Management Image

"Chengguan" is the shortened form of Urban Comprehensive Management Department in Chinese, which plays an important role in maintaining the city image and standardizing the city order. However, with the frequent occurrences of violent incident that urban management officials have involved into and the prejudiced reports covered by media, this group has been trapped into a serious dilemma of stigmatization. Urban management always contains loads of work with complex content and high risk. Therefore, the repairing of its image is of great significance to various aspects of society, including maintaining social stability and harmony, improving law enforcing environment and efficiency and lifting government status and credibility.The main reason to explain the image collapse of "urban management" is the wide spread of emergency crisis related to it. On the basis of the role the personnel who belong to the Urban Management Department play, the emergency crisis can be divided into three categories, that is, the injured type, the unexpected type and the preventable type. The Urban Management Department takes inescapable responsibility for the preventable crisis. According to the situational crisis communication theory, the public will define the crisis responsibility depending on three dimensions, namely the initial responsibility attribution, the crisis history and the early reputation relationship. In the injured and unexpected type of emergency crisis, the public still always ascribe the event responsibility to the urban management officials on account of awful crisis history and bad early crisis relationship.At present, some misunderstanding does exist when government handles the urban management crisis, while the situational crisis communication theory provides essential references on how to tackle this kind of emergency scientifically and efficiently for the government. The crisis that the urban management officials face can be concluded into six major classes, which contain law enforcement violence, improper law enforcement, administrative omission, inner mismanagement, law and discipline violation and "be" affected event. The former five types are of subjectivity to some extent with a clear initial responsibility attribution and can be prevented. Consequently this kind of crisis should adopt rather mild type of strategy, like weakening type and rebuilding type. The "be" affected event mainly contains the injured type and the unexpected type of crisis event. This kind of crisis is not due to the official’s inner deliberate act, so the initial attribution is weak, which can be coped with by denial repairing strategy.The repairing work of Urban Management Department image is a long-term systematic project, and the key point of it is the construction of crisis warning system. Although the obvious reason for the stigma of urban management image lies in the department personnel’s lower quality, the government, media and the public can hardly absolve from the blame. The image repairing work needs the united promotion from four parties-government, media, Urban Management Department and public. The government has to enhance the research of urban management legislation and innovate management model. As to media, it should adhere to lead the correct public opinion and be brave to take the duty of media supervision. When it comes to the aspect of urban management, the department should formulate the personnel framework, elevating their quality of civilized law enforcement. Last but not least, it is time that the public make efforts to promote media literacy and develop rational value judgement ability.