"Annual Advanced Events Of China’s Troubled Children":Evaluation And Optimization Of The Public Interest Communication Product

China always encourages people to engage in charitable activities including government, communities and individuals, and appeals to the whole society for the integration of social resources and the promotion of Chinese public sector development. However, affected by the traditional consciousness, the investment in the public interest communication has not been recognized as the proper way to follow the public welfare principles. Therefore, it leads to the marginalization of the charitable spirits transmission:On the one hand, it alienate people from understanding the status quo of public service development and related political support; on the other hand, the public-spirited propagation could be possibly misunderstood by common people and degrades its reputation especially in the public child welfare.With such social environment, Chinese government and charity organizations begin to realize the critical role of public dissemination. In2011, the China Commonweal Transmission Research Center has got involved in this field after invited by the China Philanthropy Research Institute and One Foundation. One of the public interest communication projects’Annual Advanced Events of China’s Troubled Children’was emerged in2012as required and has been operated for two years. Under the guidance of the Director of the China Commonweal Transmission Research Center, the researcher has participated throughout in the operational processes of the project in these two years. Henceforward, this dissertation is going to assess the conditions for operation and provide an optimized event design based on the original formulation as criterion.This dissertation could be divided into two parts. The information about the background, conditions of the ’Annual Advanced Events of China’s Troubled Children’would be elaborated in the first part, as well as the significance of this project and the optimum proposal. In the second part, this paper will provide the detailed procedures of assessment and optimization. In this way, it could be the future reference for the improvement of the commonweal dissemination projects.