Research On Environmental Public Welfare Communication By Friends Of Nature

In recent years,with the deterioration of the living environment,environmental protection and ecological civilization construction have not only been put on the agenda of the government decision-making level,but also aroused the wide attention of environmental protection organizations and activists.As the earliest national non-governmental environmental protection organization in China,friends of nature has carried out various environmental protection public welfare activities and spread them widely through various modern media technologies.It is committed to popularizing environmental protection knowledge and arousing public awareness of environmental protection,and has had a positive impact.However,at the same time,friends of nature also faces some urgent difficulties in environmental public welfare communication.Therefore,it is necessary to conduct an in-depth analysis of its environmental public welfare communication,so as to summarize its experience that can be used for reference,find ways to break through and optimize its environmental public welfare communication strategies for the benefit of the society.From the content text of environmental protection public welfare activities reflected by friends of nature in the news media,the content theme of its activities has three aspects.We will launch public welfare activities on green and low-carbon environmental protection.We will encourage people to develop a green way of life,go to the grassroots,develop new models of environmental protection and energy conservation,and hold cultural gatherings to cultivate people’s awareness of environmental protection.We will intensify public interest practices,use ecological surveys,public interest lawsuits and other means to reveal and expose the shocking phenomenon of ecological destruction,regulate the environmental behavior of enterprises and governments,and enhance people’s awareness of environmental protection.Polish the environmental protection cases of packaging,compile the propaganda materials,further strengthen the environmental protection education to the public,and cultivate the public’s environmental protection concept.Friends of nature conducts and disseminates these activities in the hope of raising awareness of environmental protection and the effectiveness of voluntary environmental action.However,through empirical analysis,friends of nature still has shortcomings in communication channels and strategies.From the perspective of event communication channels,friends of nature’s insufficient use of social media,insufficient media marketing and communication planning,insufficient diversity of forms of environmental protection activities and other problems are obviously exposed.Found that friends of nature through the analysis of audience research environmental protection public welfare activities of the audience is popularity is low,the audience response to environmental protection public welfare activities is theoretically positive,practical action effect is not obvious,the other friends of nature in the public dissemination lacks operational consciousness,lack of timeliness,channels and docking,not in time to the audience and serious disconnect between the person and the friends of nature,has affected the communication effect.In order to solve the deficiencies in the environmental protection public welfare communication of friends of nature and improve the communication effect,the environmental protection public welfare communication of friends of nature can be optimized from the following four aspects: Secondly,opinion leaders should be used to strengthen network communication,realize split communication and increase awareness of public welfare communication.Third,combining the current social networking mode of Internet users,innovative forms of environmental interaction,to drive audience participation;Fourth,strengthen the professional training of the communication team and introduce professional talents to improve the effectiveness of environmental protection public welfare communication.