Abstract: The importance of image in modern society is increasing and the public image of social worker will influence the development of social work in our country. This paper uses exploratory factor analysis to find that the current feature of social worker image shows high moral level and poor professional level, whose cumulated affect lead to a medium evaluation of social reputation and function. Multiple linear regression model shows that evaluation of social worker image will be influenced by residents' degree of activity in community, degree of understanding of social work service method, and degree of attention to social work dynamics. Integrating social work publicity system, focusing on spreading professional social work service and rely on chain proliferation through community social network will be helpful to promote the image of social worker.

Key words: image of social worker, shaping factors, publicity strategy