A Study On The Public Image Of A Grassroots Social Work Service Agency

As a discipline originated in the west, social work has a history of over a hundred years. With the development of social work in our country, social service has changed from a government-dominated mode to a mixed model which combines government and non government organizations, a process by which private service agencies have explored their own ways to exist at the first place and develop to make a difference in the social service business. This paper is interested in the public image of the NGOs, as it must have had an impact on the existence and the role they may play in the society. What the image is it? What it was in the past? What factors have influenced the image? What did they do for a better image?Based on the empirical data collected and analyzed with the Long Interview, the paper finds that, the public image of the NGOs in China has changed towards a positive and nice one, from once a figure with a lower social recognition. And the main reasons for this includes good value orientation, service quality control, altruism, and diversified promotion strategies. On the other hand, the further development of the public image can be attributed to the lower social recognition of the discipline, the underdevelopment of the civil society and limited social trust, and the paradox of service needs and service supply.Accordingly, the paper suggests certain strategies be taken into consideration to make the image better and more positive.