Government Leaders´ Media Communication and Public Image Building in Emergency

Sparse literature exists on the topic that government leaders´ media communication principle, and in guidance of which leaders build their public image in emergency. Especially how different communicating skills used can help to mode leader´s public image containing different characters. So in this study the theories of public relations, image and communication were used to discuss the principles of leader´s media communication in emergency, the aim of and the strategy for building moral image and talent image of the leaders in emergency, And the aims of building leaders´ visual image and the different communicating skills which contributing to shape an approachable leader who can share risks with their people, an efficient expert who is sharp at crisis management, a determined and calm mental rescuer.