从汶川地震危机管理看中国政府形象塑造的新思路

公共危机是政府形象管理的关键点,对政府形象有正向或负向的放大作用,也为政府形象的重塑创造了机遇。汶川地震为政府形象重塑提供机遇、条件和选择上的新路径,即信息的公开透明、科学的媒体管理、塑造真实的领导人和英雄形象、双向平等沟通的传播路径和不再打造政府全知全能的神话、加紧构建政府问责制、吸纳社会力量参与的管理路径。从中反映出政府以人为本、重视责任和回应、注意依法行政的行政价值取向。要对危机后政府形象的巩固与完善,还需建设法治政府,将政府形象管理的新举措制度化、常态化;建设现代行政文化,从根本上转变公众对政府的成见;增强公关意识,提高政府形象设计和形象传播水平;总结和推广成功经验,加强政府形象的综合研究。

New Thinking of Chinese Government's Image from Crisis Management in the Wenchuan Earthquake

Public crisis is a key point in the management of the image of the government.It has either a positive or negative influence on the image of the government,and creates opportunities for reshaping the image of the government.The Wenchuan earthquake provided opportunities,conditions and a new path for reshaping the image of the Government,that is,openness and transparency of information,scientific management of media,shaping real images of leaders and heroes,two-way equal communication,no more myth of the Gov...