塑造良好政府形象一直是政府执政的关键任务。对我国来说,随着内部经济的飞速发展,外部环境的复杂变化,特别是在大众媒体所营造出的信息全覆盖的社会背景下,政府的政治传播活动面临新的考验。新闻发言人制度应时势而创立、发展、普及,成为政府信息和观点发布不可或缺的平台,同时也成为政府树立良好形象的舞台。我国政府要不断完善健全新闻发言人制度,积极利用媒介执政手段,提高执政能力,实现政治文明。 Building a good government image has always been a key task of the government. For our country, with the rapid development of the internal economy and the complex changes of the external environment, the government’s political communication activities are facing new challenges especially in the social context in which the information created by the mass media is completely covered. The news spokesman’s system should be established, developed and popularized in time. It should become an indispensable platform for the government information and viewpoints to be released and become a stage for the government to establish a good image. The Chinese government should constantly improve and perfect the spokesman system, make active use of the means of media administration, improve its governing ability and realize political civilization.