China's first Chengguan Image Analysis Report was released last Wednesday. According to the report, the image of China's chengguan (city administration and law enforcement officers) has been demonized among Internet users due to their conflicts with civilians over the last several years.

The report attributes the demonization of chengguan to incompetent PR and the public prejudice against chengugan. However, it's not the true picture.

Chengguan's notorious reputation is not the result of bad PR management, but a reflection of their real image. In the past few years, the public has witnessed too many violent acts by chengguan.

Wei Wenhua, general manager of a water conservancy company in Tianmen City, Hubei Province was beaten to death in January 2008 by a group of 30 or more officers when he tried to record a violent clash between them and villagers.

It was further reported that one of the slogans of Tianmen city administration bureau was "showing off the chengguan's power through violence." On May 3, Zhou Xiaoming, a local residence of Liaoyang, Liaoning Province was beaten to death after he quarreled with chengguan. There are still more examples.

Recently, chengguan in Luotian, Hubei were asked to help farmers with transplanting rice as most young people in the county have left to seek opportunities in bigger cities. The chengguan hoped to improve their image by helping people, however, contrary to their expectation, netizens sneered at their behavior as mere show.

Then how to truly improve the image of chengguan? The only way is to turn the law enforcement function of chengguan into a service function.

When the public see the chengguan are acting strictly in accordance with the law and serving the people with their heart and soul, any attempt to demonize chenguan will be in vain.