A Study On The Strategic Dissemination Of International Non - Governmental Organizations

Since 1980 s, the worldwide rise of international non-governmental organizations(NGOs) has broken the long time pattern that sovereign states dominant and monopoly international relations, gives a strong impetus to the diversified development of international relation subjects, and plays an active role in participation of international affairs and global governance effectively. Based on the research on a number of international NGOs with extensive influence and strong mobilization ability, the study found, despite the differences in organizational structure, professional category, history, management and so forth, one of their basic features is that they all attach great importance to dissemination in the overall development of the organization and are good at planting the thought of dissemination into the overall strategic plan of organizational development. They build and develop the dissemination thought and dissemination systems with a global, holistic and long-term strategic thinking.In hence, standing on the achievement of the studies on international NGOs, in the view of the mode of transmission, mechanisms and methods, the article focuses on the strategic communication in such ways, basic paradigm, functioning system, evaluation system and the like as well as the issue how international NGOs achieve strategic communications through the interaction with other subjects in international community and the realize the construction of organizational identity and culture, which affects the reconstruction of the international pattern.Facing the issues above, the article finds the answers to following questions. Through what kind of mechanisms does strategic communication achieve implementation of the main goals? What is mechanism of strategic communication? How does the mechanism of strategic communication come into effect specifically in all levels of the international community to achieve the objectives? What inspirations and value does strategic communication have to NGOs in our country?It is the first time to establish a research and analysis framework of international NGO’s strategic communication domestically, which analyses the NGOs in theoretical system of strategic communication in terms of ideas, strategies, behavior, evaluation criteria and so on. Compared to earlier researches on international NGOs, the study has made some breakthroughs in research perspective, theoretical framework, research methods, and has both theoretical and practical value.Starting with international NGOs’ traditional mode of dissemination, on the ground of a new pattern of international relations and international NGOs’ survival and development needs, the article demonstrates the necessity and survival circumstance of NGO’s transformation and upgrading from traditional dissemination to strategic communication. Combining the researches on international NGO dissemination with the framework of international relations theory of constructivism, we demonstrate the reality base and theoretical framework of NGO transformation and upgrading from traditional dissemination to strategic communication in a further step, clarify the way that international NGOs bring about the persuasion of concept, norm and value by dissemination and realize organization goals in the process of affecting national interests and international situation. We carry on the study in the perspective of constructivism in international relations to form an international NGO strategic communication constructivist mode, interaction, mechanism of action and values which includes four levels, international NGO cultural value system, international NGO members, other actors in international relations and the international community structure.Taking Greenpeace and Confucius Institute as the subject of the study, we go along the path of more than 30 years development of dissemination strategy and practice since the foundation of Greenpeace to give a more detailed illustration of international NGOs’ strategic communication in terms of its notion, system, mechanism and tactic. Under the guidance of the precedent transformation and upgrading from conventional to strategic communication and the effects the strategic communication has on NGOs, we are making attempts on the blueprint of strategic communication of Confucius institute, based on its status quo manifested by empirical research.By study, we offer some useful reference for further development of domestic NGOs: Credibility and innovative are key factors for NGOs to survive and develop. Strategic communication helps NGOs to establish dissemination value system with culture at its core, organizational communication strategy with the indication of strategic content, strategic communications process complying with the characteristics of the organization. Thus, it contributes to build and perfect the organization figure and promotes a better participation in all public affairs and international community governance. It is also conductive to China’s public diplomacy to transform and upgrade in an accurate, socialization, systematic way and fully illustrates the active role we plays and responsibility we have in international community which matches our image of a responsible big country.