Abstract: Facing the public crisis which occurs unceasingly, the government must have a tr ansparent, responsible and highly effective image. However, the favorable imagesof governments in China are seriously restricted to form because the government s at different levels lack the idea about public relation with insufficient imag e consciousness and impeded media communication at present. To control the publi c crisis smoothly, it is necessary to set up special governmental public relatio n departments to handle the public crisis, and perfect the news release system.The departments should bear responsibilities for the mutual communication betwee n governments and the public on equity basis and emphasize the morality advancem ent of public servants and the enhancement of their competence. In addition, the y should update the image of governments by confirming the idea about crisis con trol to which the public interests should be the only starting point so as to en hance the governmental capability of controlling public crisis.
Key words:public crisis; government image; public interests