A Study On The Media Strategy Of Anhui Non-Governmental Organization

The healthy development of NGO related to plan the development of the public welfare undertakings, the mobile Internet is profoundly changing the world around us, public interest in change. Mobile Internet era, public organizations, especially large public fund will no longer be the center of public welfare projects, they become more and more institutions to serve the needs of users. Mobile Internet social networking tools to make public welfare threshold lower, more convenient, the era of public welfare has come. These changes to the public welfare organization is an opportunity is also a challenge, who can seize the opportunity to develop the initiative who can gain a foothold in the mobile Internet era. Want to occupy a place in the fierce competition, private public welfare organizations need a comprehensive strategy to spread themselves, the best way to promote a public brand is the use of good media resources, media strategy came into being.2015 Hefei consecutive seven game show for donation, "to save son, a father dressed as horse for other one to ride", "as human sandbags to save his wife", "dress up as Monkey King sells melon to save the child", "bald daddy group to sell water to raise money", "to sell his wife to save the child"," daughter dress as crow to save her father ", "kiss other one to save the child", the 7 performance for help in six months occurred, indicating that the callers who craves attention, rescued the eagerness, also can see the role of missing on Anhui public organizations in the social assistance.Anhui Non-Governmental organization development is uneven, in the dissemination of public welfare activities of a single mode of transmission, the spread of the general effect. In the welfare of everyone’s social environment, Anhui Non-Governmental charity organization urgent need for comprehensive media strategy to cope with the challenges, also can hitch a ride on a public service well blowout type development, so as to realize the leap development of Anhui Non-Governmental charity organization as a whole."Gesanghua Education’s Aid organization" base on Gesanghua Education’s Aid network as a platform, to donate to poor student aid, material and Western teaching mode, its mission is focus on the western education and help the healthy growth of children in the West. "Gesanghua Education’s Aid" of the main team in Anhui, volunteers across the target beneficiaries for the poor western children, affecting a wide range, high visibility, Anhui Non-Governmental charity organization in the operation of a more mature and standardized a team. "Gesanghua" as a non-governmental public welfare organizations can get a long-term social recognition and help is very rare, and why it will be successful? How does it work? What is the media strategy when it is in the public welfare activities? The author believes that the study of the "Gesanghua" public welfare organization’s media strategy has a promoting effect on the development of Anhui’s non-governmental organizations.In addition,2015 April 27, the Anhui provincial government released charity health to promote development 19 implementation of views, from the policy can be seen Anhui provincial government attaches great importance to the development of charity, the introduction of these policies for the development of Anhui non-governmental charity organization provides a favorable environment, promote Anhui non-governmental charity organization toward the healthy operation of the normative and efficient development.The idea of this paper is to Gesanghua Education’s Aid organization as the cutoff point. Firstly, the paper introduces the Anhui non-governmental charity organization situation and media operation strategy; then introduces the media image of the "Gesanghua"construction and "walking in the Gesanghua"public welfare project of media mobilization, depend the two aspects, we can analyze Gesanghua media strategy, tries to provide reference for Anhui other NGO media strategy. At the same time, it points out that the current media predicament of Anhui civil public welfare organizations, and puts forward the countermeasures to solve these problems. This article mainly uses the case analysis method, the interview method, the literature research and so on research method, has collected a large number of first-hand materials, this is helpful to the writing this article.In this paper, it is believed that "Gesanghua" success thanks to the use of the media strategy, Gesanghua most of the media strategy for Anhui other NGOs also apply, pay attention to the use of the media strategy often can be a multiplier effect. Rely on the use of the media strategy to achieve the promotion of public service brands will make the development of Anhui public welfare organizations to achieve qualitative leap.