A Study On The Public Image Cultivation Of Privately-run Social Work Organizations Under The Perspective Of Resource Dependence

As an important part of social organizations, privately-run social work organization is gradually highlighting its unique role in the social construction and development, which becomes a significant way for the government to promote the innovation of society governs. With the increasing number of privately-run social work organizations, the scope of the public horizon has been constantly expanded and the degree also deepened. Serving as a soft power, the public image is affecting the overall development of the organization.This article takes L social work organization in Shenzhen as an example. By means of literature research method and in-depth interviews, it carries out the practice research under the guidance of qualitative research methods. Based on the enterprise image recognition system, the research tries to present the current public awareness and recognition of the building of organization image, from the objective aspects and subjective aspects of cognitive subject respectively. And on this basis, the study tries to explore both the internal and external factors which influence the organization image-building. In the end, under the guidance of resource dependence theory, the author hopes to put forward some personal suggestions on the public image building of social work organizations.The study finds that the public image of social work organizations shows both integrity and differences between different cognitive subjects. Integrity has much to do with the relationship with the agencies-groups having closer relationship with the agencies generally enjoy higher cognition and recognition than those having not. While there are differences in cognition and recognition, and even imbalances may exist. Accordingly, the study concluded that factors which affect the public image of social work organizations include:external factors, mainly the laws and regulations, financial support and related supporting mechanism; internal factors, mainly the maturity level of the institutions’ concept to build, external publicity and investment, the professional identity of social workers, diversity and sustainability of service delivery, etc.The research finally puts forwards that under the guidance of resource dependence social work organizations shall take the initiative to fight for all possible resources which can provide support to agency development, they should also reduce the risk of relying on single resource. Thus, from the perspective of utilization and transformation of internal resources as well as the interaction between and optimization of internal and external resources, the research takes different approaches to achieve the effective integration of resources so as to promote social work organizations to establish a public image that presents higher cognition and higher recognition.