On The Problems And Countermeasures Of The Public Image Building Of Administrative Leaders

From a global perspective, informationization has become the mainstream of the development of the times. The progress of science and technology is playing an increasingly important role in the development of the information society. The new media has become the darling of the times. In the rapid development of the new media,it is also increasingly affecting our life at the same time. In China, as the representatives of the government authority, all levels of administrative leaders are more or less exposed by the media with negative events repeatedly in the era of new media. Nowadays under the background of pursuing the construction of a clean government, legal government and service government, the layer of negative situations has caused a government image crisis directly or indirectly. Therefore, how to theoretically understand the pubic image building problems of administrative leaders and provide constructive and operative countermeasures of public image building in practice become a practical issue that can not be avoided.The theory of public relations, trait theory and leadership behavior theory are the theoretical basis for supporting the public image building of administrative leaders. In practice, the public image building of administrative leaders is restricted by the macro factors like policy, economy, ideology and culture, and affected by the micro factors like main body, the public, the media, etc. Under the function of multiple factors, the main feature of the public image building of administrative leaders manifests itself as the unity of opposites of static and dynamic, transparency and impact,representativeness and risk. The problems in the process of public image building of administrative leaders are the result of interaction of multi-subject ability. First of all,the administrative leaders have deviation in the image mold, their qualities should be improved, and they lack the awareness and ability of public image building. Secondly,some public media reports are lack of objectivity and reason. The phenomenons of "chameleon" style, one-sided reporting, selective reporting are frequently seen.Thirdly, the interaction between the public and the administrative leaders is not smooth. The leaders are of the loss of trust, loss of supervision, and lack of leadership communication mechanism. Finally, the government’s consciousness of image and the reform and practice of image building has fall behind. The government lacks the consciousness of public image building and the ability to resolve the pubic imagecrisis. The government structural reform is lagging behind. The operation of government lacks transparency.In order to improve and enhance the public image building of the administrative leaders in China, we need to focus on three levels. Firstly, building the public image of administrative leaders from the level of consciousness. A correct view of achievements should be established, the leader ’ s image building consciousness should be improved. Secondly, promoting the public image building of administrative leaders from the practice level. The leaders’ media literacy should be improved, the autonomy of the media image of the leaders should be enhanced, the comprehensive qualities of leaders should be improved. Thirdly, strengthening the public image building of administrative leaders from the system level. The leader behavior management system should be strengthened, the public communication mechanism should be perfected, the government image management agencies should be established, the clear performance evaluation mechanism should be implemented.