A Research On Communication Strategies Of Social Welfare Organizations In The Background Of Beautiful Countryside

Along with the process of urbanization in our country,the vast majority of rural villages left behind many problems such as garbage around villages,river pollution,disorderly construction,and cultural decline.In particular,the deterioration of the ecological environment is a bottleneck problem in rural development in China.In order to resolve this dilemma,the government has repeatedly issued relevant policy documents and proposed the concept of "beautiful villages".Among them,social welfare organizations use old and new media tools to communicate with the public,integrate government,corporate,and other resources to form an effective media communication strategy and build a complete set of rural value ecological chains,which will contribute to the construction of beautiful rural areas in China and have an irreplaceable advantage.The research on the village public welfare organization is launched in this context.Based on a large number of participatory surveys and primary data obtained from interviews,and using theoretical tools such as agenda setting and framework theory,this paper uses the Guangdong PEARS Foundation as a model for research.Combining with“China Beautiful Village Project” public welfare practice,starting from the two aspects of dissemination content and media mobilization,we explored innovation points of its communication strategy,and summarized the public service dissemination model,including its issue setting mode,which mainly explained the way in which social public welfare organizations,as opinion leaders,enter the audience's field of vision,and the multi-factor interactive network dissemination model helped clarify the logical relationship between the PEARS,the media,the government,the enterprise,and the public.In addition,through a comparison study with friends of ancient villages of the same type of social non-profit organization,the author analyzes the similarities and differences between the two organizations in terms of organizational positioning,communication modes,etc.,and explores the characteristics of different public welfare transmissions.Through research,it has been found that the PEARS has taken the five driving mechanisms of “public welfare promotion,government initiation,endogenous driving,rural initiative,and social linkage” as innovations.For the first time,the concept of “green currency(public welfare credit)” platform has been proposed and a public welfare college has been opened in the beautiful countryside.The environmental protection field has achieved good communication results.However,there are still many problems in the operation of the Internet platform and the dissemination of original content.This is also the predicament faced by most rural public welfare organizations in thedissemination.At the end of this article,the author extracts recommendations for the promotion of communication strategies to the PEARS and other rural public welfare organizations,hoping to have certain reference and reference value for the public welfare brand building and project promotion of social welfare organizations in the current beautiful village construction.