Abstract
With the gradual expansion of China's political, economic, and military strength, the rapid rise of China has become a globally recognized fact. At present, although China's international image as the world's second largest economy, military power, and political power has been increasingly accepted by the global community, China's image construction, as an important part of national soft power, is still facing many problems. This chapter focuses on defining the basic concepts of international publicity, China's soft power, and China's image construction in the context of new media integration, analyzes the international development trend of international publicity and the important functions and limitations of foreign publicity in establishing China's image construction, and analyzes the ecological environment of media integration development. Considering that there are great unfairness in the environment and the conflict of communication values is not conducive to the establishment of China's urban image, the article focuses on how to use global publicity values to establish China's national image and puts forward corresponding countermeasures.