Research On The Media Communication Strategy Of Charity Organizations In Guangdong Province Under The Background Of Social Governance Innovation

Since the 1990 s, the huge energy from the structural transformation of market economy has improved development of Chinese economic. During the process, however, the condition with one short leg and one long leg has been presented between the economic construction and the social construction. All the people cannot share the achievement of economy. Not only that, the reasonable profit of some groups is violated. Therefore, the innovation of social management mode is more important and more urgent than before.After the 18 th National Congress of the Communist Party of China, some changes in social construction and social system reform that held by the central Party and government authorities appeared. In 2013, the words social governance, instead of social management, is first proposed, which aims to improve the way of social governance in the third plenary session of 18 th CPC Central Committee. NPO(non-profit organization) is not only the participant of social governance, but also its organizer. What's more, it is a channel for people to show their opinion, to take part in making public decision. It is the appearance and development of social governance that bring the development of NPO into a good situation. In this background, a good image which established by doing media work is a groundwork for social organizations to achieve their existence and development.Based on the characteristics of public charitable organizations and the truth of Guangdong public charitable organizations taking the lead in development in the country, the research on the media communication strategy of charity organizations in Guangdong Province is significant.This paper that named the Research on the media communication strategy of charity organizations in Guangdong Province under the background of social governance innovation,analyzes, extracts and summarizes the media work experience of Guangdong public charitable organizations, aiming to have a theoretical discussion, to review patterns and to give some suggestions.