Public perception refers to the public's perceptual response and cognitive process to the subject of communication. For example, public perception is the process of understanding and understanding the product quality, service attitude, external environment and personnel quality of an enterprise.
Public impression is a psychological process formed on the basis of public perception, a memory or image representation of the past feelings of the brain, and an image left by the public relations subject in public memory. In essence, public impression is a reflection of the appearance and characteristics of the public relations subject, that is, style, which is closer to the internal essence of the public relations subject than public perception.
The public psychological stereotype is that the public has the same psychological state and consistent behavior tendency towards the public relations subject, and it is successful through experience accumulation. It exists in the behavior habits before the perceptual response begins, and dominates the perceptual direction and response mode of the perceiver.
On the government side, the public image of civil servants represents the image of the government.
When the government rules and governs the country through its complex organizational system and civil servants, it will inevitably have various contacts with the public. In this process, while the government exerts influence on the public, the public also forms their perception, memory and evaluation of the government in their own minds. The subjective cognition of the public and the objective reality of the government interact and blend with each other, forming the public image of the government and civil servants. In modern society, the wide range of government activities makes the public often contact with government agencies. According to a survey, 72% of adult Americans have dealt with at least one government agency within one year, and about one third have dealt with more government agencies. The most frequent contacts are tax officials, school administrators and police. It is in these blind and frequent contacts that the public has established an intuitive understanding and feeling of the public image of civil servants and spread it within a certain range. If we ignore the shaping of the public image of civil servants, it will be a great loss for the government. Regrettably, in daily life, government agencies and their staff often have habitual paralysis or indifference, and some small omissions accumulate into big defects, which hurt the overall image of the government, thus artificially setting obstacles for the government to implement policies and achieve goals. "No matter how positive the school views the political system, if a citizen is tortured by the police, ignored by the welfare authorities, or unfairly taxed, he will not have much affection for the government authorities." The formation of the public image of civil servants in the public mind must first go through a process of perception. In daily life, people inevitably have contact with the government. It is in the process of contact with government agencies and civil servants that people get a preliminary understanding of the government. These perceptions are often sporadic, superficial and unstable, and even become one-sided and extreme because of some emotional colors. It may come from direct observation of a government official or government behavior, or from an instinctive reaction to a news report. Perception, as a perceptual experience and reaction, is important because it takes the first step to know the government in a spontaneous and simple form. However, if we look at it from another angle, any representative and typical direct perception can not be directly and simply attributed to some accidental impulse, but is essentially the result of a long-term accumulation of specific experience and value orientation in people's minds.
In modern society, people's contact with the government is frequent and extensive, and people are surrounded by all kinds of civil servants, all kinds of government actions, government information spread through various channels and so on. This colorful and even bizarre external stimulus causes reactions in people's minds, which makes some changes or activities in their implicit psychological processes, constantly overlapping and deepening people's understanding of the government, thus forming some memories in people's minds. This memory is the second stage of people's cognition of the government. People's memories of the government are often complicated, and different impressions are intertwined. As a stock resource, it affects people's cognition of government and political phenomena in the future.
Based on the perception and memory of the government, the public will naturally make some comments through their own analysis and judgment. Different from the public's perception and memory of the government, the public's evaluation of the government is more a rational behavior, which reflects the people's likes and dislikes in a more real sense. If the actual situation of the government is beneficial to someone or meets their value standards, it will be positively evaluated, thus gaining recognition and support; counter
In short, if the actual situation of the government is unfavorable to someone or does not meet their value standards, it will be negatively evaluated, which will lead to dissatisfaction and hostility. The public's evaluation of the government is often relatively stable, which determines their basic attitude and position towards the government. In addition, people's understanding of the government, in addition to direct contact, there are a lot of events beyond our vision and ability. Moreover, even if people directly contact the government, it may be untrue because of various factors. This is the gap between "the outside world and the imagination in our minds".
In modern society, if the values held and advocated by the government want to be widely recognized and accepted by the public and become an effective force to shape the image of the government, it must meet the following cultural traditions accepted by the society; root
Some basic conditions: to embody the interests of the public and seek the maximization of public welfare; The scope includes the belief orientation of most people as much as possible; The ultimate goal marked by values cannot be easily changed, but the means to pursue it can be changed.
I moved the above information from other places. You'd better read the following two books.
1, by Pan Xiaojue. Language art of public relations. Tongji University Press, 2003. This book discusses the language image in public places, communication skills in business negotiations, coping strategies in workplace interviews, the expression style of speech language, and the language art of organizing image communication.
2. Jiangsu Provincial Department of Personnel Organization. Reader of public image of civil servants. China Personnel Publishing House, March 2006. Based on China's national conditions and drawing lessons from foreign mature experience, this book makes a useful reflection on the strategy of building the public image of civil servants.