Public Expression And Public Relation Of Non-profit Organization In Social Media Public Opinion Event

In recent years,the frequent occurrence of public welfare issues in China has continuously consumed public trust,leading to the gradual stigmatization of its overall format.As a sudden and unpredictable social media crisis communication,public welfare issues’ frequent occurrence has posed challenges to different organizations of their ability to respond to crises.Currently,research on public expression and crisis public relations focuses mostly on the response methods of governments or enterprises in a certain case.Based on the existing research,this paper selects two public discourse crisis of different organizational entities with a public welfare background to conduct in-depth analysis of their public expression and crisis public relations strategies in crisis events.In this context,the public discourse and crisis public relations that this article focuses on have important theoretical and practical significance for future development of public welfare career.This article takes two public discourse cases on Weibo,"the authenticity of Ali pay’s tree planting project—Ant Forest" and "the fairness of distribution of Hubei Red Cross" as examples.A total of 31,064 data was collected,after data cleaning and sampling,a total of 2,191 valid samples were obtained.Through content analysis and textual analysis,the paper made frame categories and valid samples were coded,then the characteristics of public discourse in two cases would be analyzed.Finally,through textual analysis,the paper analyzes the organization’s response to crisis public relations,and explores whether different strategies have effectively responded to public queries.The study found that in two cases,the characteristics of public discourse have similarity in framework and uniqueness in expression,while organizational crisis public relations strategies will further affect public expression.Specifically,in both cases,the attribution and accountability framework was used at the outbreak,following was emotional expression framework and trust crisis framework in the fermentation period and early outbreak period of public opinion.After the organization issued a response,denial and supporting strategies of Ant Forest shifted public discourse from an opposing theme framework to an emotional and factual supporting framework,while the dilution and reshaping crisis public relations strategies of the Hubei Red Cross plunged itself into a new trust crisis and prompted government to respond.Overall,public discourse in both cases was mainly based on the opposing framework with queries of accountability to different organizations,extreme emotional venting,questioning of social responsibility fulfillment,and strong trust crises during fermentation period and the early outbreak period.Faced with different organizational natures,the same framework will be extended by the public beyond the Red Cross or corporate entities to target governments and entrepreneurs.In the dissemination of public discourse crises involving welfare factors,responding to trust crises is the key to repairing an organization’s image.Organizations should start from the audience oriented perspective,respond to public’s core concern and adopt appropriate crisis communication strategies,which not only helps comforting public emotions but can also turn negative public discourses into positive ones.