A Study On Public Relations Communication Strategy Of Chinese Environmental NGOs

With the increasing importance of envionmental problems,the Chinese government is encouraging the public to participate in environmental protection.In 2015,the latest Environmental Protection Law provides environmental NGOs with the standing of environmental public interest litigation,which means the NGOs should also take more responsibilities.However,their existing social impact and credibility could hardly support them to play a greater role on environmental protection issues as a social intermediary organization between the government and the public.In this context,the paper is dedicated to explore a path of ascension for environmental NGOs to improve public relations communication ability,based on their current performance and relevant theories such as the relationship management theory,positioning theory and communication effect theory.The paper consists of introduction and four parts:The introduction part introduces the background and significance of the subject,summarizes the domestic and foreign research situation,and gives necessary explanation to the theoretical basis,methods and innovation of the research.The first part mainly discusses the definition and value of two key concepts:types and functions of "Chinese environmental NGOs",as well as their present status of development;the conceptual meaning,unique philosophy and elements of "public relations communication",as well as its developing trends. On this basis,the importance of public relations communication to Chinese environmental NGOs is demonstrated,which could be embodied in its moulding function on NGOs to be more professional,branded and eligible to act as a platform for environmental protection.The second part reveals the role of "organization-public relationships" in influencing,reflecting and assessing the public relations communication status of environmental NGOs,which establishes the foundation for more detailed analysis in next part.Main factors that may affect public relations communication effect can be briefly summarized as six aspects:institutional environment,socio-cultural environment,organization management,strategic awareness,communication channels and strategies,and the 6C model of successful relationship provides reference on how environmental NGOs should behave in terms of public relations communication.The third part analyzes the current situation of public relations communication of Chinese environmental NGOs by looking into their relationship with different kinds of public,such as the media public,community public and government public etc.The status quo involves several useful attempts and more problems,and in-depth discussions are given on how these problems are formed,which may indicate the direction to solve them effectively.The fourth part is a part of countermeasures based on previous analysis. To improve the public relations communication performance,environmental NGOs should have an overall communication planning according to self-positioning,actively integrate all-around communication channels to expand social impact,and flexibly adopt effective communication strategies to gain public recognition and support,so that they could build friendly and sustainable relationships with relevant public.