Image crisis is incurred by the complicated reasons of objective situations,subjective emotions,and social environment.When an image crisis incident happens,the subject being influenced by the image crisis shall take positive actions,eliminate the negative effects brought thereby,and continuously optimize its image.This report analyses the origin of image crisis from the three aspects of image gap,image explanation and image deviation.Under the principle of well handling the relationship with the superior,supervision relationship and interest relationship,the image crisis response strategy is raised;and the key is to reduce image gap,enhance image explanation,rectify image deviation,so as to comprehensively lower the risk of image crisis. The provinces(municipalities or autonomous regions)encountering severe image crisis of government were Guangdong etc.in 2011,Guangdong etc. from January to April in 2012.The provinces(municipalities or autonomous regions)encountering severe image crisis of enterprises were Shandong etc.in 2011,Guangdong etc.from January to April in 2012.The provinces(municipalities or autonomous regions)encountering severe image crisis of society were Beijing etc.in 2011,Fujian,Henan,Hubei,Liaoning,Tianjin and Zhejiang from January to pril in 2012. <<