Research On Wechat Public Welfare Communication Of Chinese Educational NGOs

As important participants in social educational works,educational NGOs play a significant role in transforming government functions,innovating management mode,integrating education resources,providing education services,spreading education public welfare concepts as well as achieving social harmony.As a super app,WeChat provides developmental opportunities for every walk of life and also brings new developmental opportunities for public communication.As the subject of communication,educational NGOs should also understand the characteristics of the social media and make full use of WeChat public platform for its low cost and convenience.Only in this way can educational NGOs build public welfare brand,enrich the concepts of public welfare,innovate forms of public welfare and arouse the enthusiasm for public welfare,thus realizing an dramatic situation of public welfare of all-people participation.Different from the prosperity of enterprise and self-media in the application of WeChat public platform,educational NGOs in China are in an “empty” awkward situation,their public communication behaviors are still at the introductory level.To further understand the situation of WeChat public welfare communication of educational NGOs in our country,and help them pay attention to it and make full use of the positive role of WeChat in public communication,this paper embarks from the perspective of communication science to study on related issues about Wechat public welfare communication of our country's educational NGOs and reflect on related issues.In view of the special social environment and all kinds of history problems in our country,our country's edcational NGOs are not independent enough and rely on government in some degree.The paper thinks educational NGOs are folk organizations.Based on a clear basis concepts of educational NGOs,the paper firstly analyzes the technical point of view from the media,explores the development of new social media background of NGO public communication.At the same time,based on the collection and analysis of relevant data,the paper will summarize overview of the development of educational NGOs.Secondly,analyzing the contents and types of public communication,the study summarizes the construction of official accounts of our country's NGOs to illustrate the construction of the overall educational NGOs.Thirdly,study from the function of official accounts,the message push and the content to grasp the communication behavior of educational NGO.Fourthly,construct internal and external evaluation indexes to assess the weChat public platform the operating effect,mainly from the external evaluation index,to evaluate the public platform operate effect of those seven official accounts situation and find the determinants which influence the operation effect.Finally,from individual to the general,the paper summrises the difficulties our educational NGOs faced,analyzes the dilemma of funds,talents,technology in the organization itself and comes up with some countermeasures which combine with the characteristics of WeChat public platform.