“虎照门事件”与政府公共关系危机的思考

“虎照门事件”引发了对政府公信力的讨论，政府组织公信力的缺失会影响政府机构在公众眼中的形象。政府形象则是政府公共关系成败的重要指数和政府公共关系追求的工作目标。政府组织是一类特殊的公共关系主体，其特殊的性质和职能决定了其在构建良好公共关系的过程中，必须注意不同公众的诸多特点和需求，掌握并且科学地运用信息传播中的原则和技巧，使政府公共关系真正成为加强政府组织公信力、提升政府组织形象、协调政府组织与广大公众关系的现代管理模式，从而增强政府组织的亲和力，提高工作效率，实现政府与公众的有效沟通协调，相互信任。

"Tiger Photo Gate Affair" and Public Relations Crisis

The “Tiger Photo Gate Affair” triggered a discussion on government credibility. Lacking credibility from the government agencies will negatively affect the government image. The image of the government is important for the success of the governments public relations and the pursuit of govermental goals. Government organizations are a special kind of public relations mainstay with special nature and functions.Thus,when building good public relations，they must pay attention to the many different characteristics and needs of the public and must use information and communication principles and skills. Modern management models must be used to develop effective public relation organizations and strengthen the credibility of the government to enhance the image of governmental organizations and coordinate various public relationships.Strengthening governmental organizations and improving working efficiency can improve the effective communication and co_ordination,and promote mutual trust between the government and the public.