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.