A Study On Communication Mechanism,Mode And Strategy Of Greenpeace

As an important and independent force next to the Government and corporations, the Non-governmental organization is gradually accepted and increasingly playing important role in the social lives due to its characteristics as formal-organized, non-governmental, non-profit, self-governing and voluntary. The past researches and papers focused on Non-governmental organizations are mostly from the political science,public relations and sociology perspectives, only few have concerned about the relationship between NGO and the communication. By means of communication theory and methods, this study investigates NGO as the subject of social communication, taking the worldwide-famous Greenpeace as the case study, focusing on the mechanism, the form and the tactics of its communication. This study thinks that the Non-governmental organizations should build up the suitable communication mechanism, in the form of organizational communication, by means of strategies to gain the media access directly and indirectly, and achieve its goals.