New Media And Public Communication Of Chinese Non-governmental Organizations

Public undertakings have developed rapidly in China in recent years. However, theGuo Meimei issue sparked anger in the online community which has further eroded publictrust and damaged the reputation of Non-governmental Organizations (NGOs).Therefore, some fresh approaches are needed and NGOs should recognize the importanceof new media especially the social media. Up to the end of June2012, the number ofChinese Internet users has reached538million. Internet is providing NGOs the perfectplatform to voice themselves. From official websites to social network, from micro-bloginteraction to online donations, new media is bringing about new opportunities as well asmore severe challenges to NGOs.The related research of new media and NGOs is rarely at present and theexisting studies of public communication focus on management or advertising perspectiveinstead of communications perspective. In this paper, the mutual use of new media andChinese NGOs will be studied to explain the new features of public communication, andreveal a series of impact brought about by One Foundation and Red Cross in order to makeself-examinations on the inadequacies it may still exist. Finally it attempts to explore someefficient methods for local NGOs to improve the publicity through new media.