The Strategy And Thought Of The Chinese Media Public Welfare Activities

As the promotion of public awareness and the increase of sudden catastrophic events, people have paid more attention to public welfare. The expectation of more transparent and fair on public welfare is highlighted increasingly. Media on the public’s attention is high, and use a variety of forms to organize activities for the public good. In recent years, more activities done by media has become an important way to promote audience interaction and expand influence. Practice has proved that with the public welfare activities to enhance the influence of the media is a result of good way.This paper analyses the causes and principles of the media public welfare activity. It will take the free lunch as an example, and narrative the operation of media public activities by analyses the cause, progress and success to show the old and new media convergence era. It attempts to summarize the Chinese media public activities in the shortcomings and give suggestions. We hope to find a way of how to do a good job in public welfare activities today.