Research On The Public Welfare Report Ofthe Public Welfare Times (2012-2016)

With the public welfare undertakings in full swing,the media's public welfare reports have gradually emerged.The media reports the public welfare news,plans the public welfare activities,spreads concepts of the public welfare,guides the public opinions,and actively promotes the healthy development of the public welfare undertakings in China.However,there are still problems and deviations in the media' s public welfare reports,which affect the public's acceptance and cognition of modem public welfare.In this context,it is necessary to strengthen the research on the public welfare reports.The Public Welfare Times is the forerunner and model in these public service media.It is the first national and comprehensive public welfare newspaper in China,which has opened up the specialization trend of China's public welfare report.Since the newspaper was founded,it has always been reported the latest public welfare news at home and abroad with the aim of "watching the public interest".After more than ten years of development,it has become the most influential media banner in the field of public welfare reporting in China,and it has eloquently raised the banner of public welfare in China.According to the research,the public welfare report of The Public Welfare Times presents the following characteristics.The newspaper covers a wide range of themes,and it is mostly interpreted in terms of policies and regulations.Its reporting genres are diversified,and it is dominated by news and depth reporting.It takes the objective report as the main line,and appropriately expresses the media attitude.Its sources of information are diverse,and relying mainly on the official and the non-profit organizations.It has a higher frequency of using pictures,and it is mainly based on graphic reports.Its length is routine,and it focuses on the medium and long stories.The reason why The Public Welfare Times has achieved such significant effect and social status has also benefited from its unique feature of reporting.In the news planning,it arranges layouts scientifically through series report,combined report,and so on.On the principle of reporting,it pursues objectivity and authenticity.From the perspective of the report,it pays attention to the novelty and depth of the themes.In terms of expression skills,it has achieved personalized presentation in three aspects:title,introduction and news structure.Of course,there are still some problems in the public welfare report of The Public Welfare Times,which are as follows:weak in critical repo,rting,unbalanced in the public welfare report,insufficient interaction with audiences.In response to the problems,the newspaper should take some measures,which include:strengthening the function of media's supervision by public opinion,balancing the distributed proportion of the public welfare report,and paying attention to the two-way interaction with the audience.In addition,in the future,the media should pay attention to the following three aspects:seeking cross-border cooperation and expanding the space for reporting;establishing the brand awareness and creating the exquisite columns;broadening the channels of Communion and implementing the full media coverage.