Research On Media Public Service Communication Management

With the deepening of public awareness of philanthropy, people have given more attention to the promotion of charity. The public also pays more attention to the transparency and fairness of the public welfare or charity work. Media attention to philanthropy is also gradually rising, to participate in the organization of public welfare activities. In recent years, through the media organization and development of public welfare activities, effectively strengthen the interaction with the public, and expand the influence of the charity and the media. At the same time, the spread of public service has been paid more and more attention. Public communication is refers to with the public components, in order to seek the social public interests as the starting point, concern, understanding and support, participation and promote public action, public welfare undertakings, to promote the development of cultural undertakings and social progress of non-profit communication activities, such as public service ads, public news, commonweal website, public welfare activities, public welfare projects, charity donation, and so on. And media as the carrier of the public interest, plays an important role in the dissemination of public interest in the role of public opinion.At the same time, in the process of building a harmonious society, the public welfare undertakings are also increasingly playing a huge role in the spread of the carrier is also constantly rich. However, as far as the current research situation is concerned, the systematic study of the public welfare communication is still lagging behind. Domestic research on the spread of the media, but also more from the public service advertising level to concern, which shows the need to further expand the horizons of research. In particular, to meet the needs of social reality for the public dissemination of the very state period and new media public dissemination of research are far behind, so that society, especially the theory can fully aware of the defects of existing spread of China’s public welfare, in order to establish conforms to the situation of our country public dissemination theory framework to promote the public dissemination of media.This article in to carry out public welfare activities and adhere to the principle of analysis based on, in the case of public dissemination of "new culture of new health, on its origin, development process and achieve results analysis, then elaborated the media to carry out public welfare activities of the specific operation process. The full integration of the background in the old and new media under, summed up the problems faced by China’s media public welfare activities, proposes specific recommendations to the problems, so as to explore in the new media era, how to promote the further development of the public welfare activities.