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NGU非政府组织:(非盈利及非政府组织公共关系的特)

2013年10月03日 综合新闻 ⁄ 共 3462字 ⁄ 字号 暂无评论

中国民主党 玉成 转自  中国公共关系学术网

中国目前处于从计划经济向市场经济转型的时期,中国非盈利及非政府组织公共关系具备着很多中国特色。经济全球化的推动和促进下,这些组织发展迅速,但是发展时间还是相对较短,经验相对匮乏,概括起来具备以下几个特点:

(1)与国外非政府组织交流合作频繁。由于中国不断地加强对外开放的力度,在国际化的大背景下,在开展公共关系的活动过程中,中国的非盈利组织得到了很多与国外成熟的组织合作和交流的机会。这给中国非盈利组织从理念、制度、行事风格等各个方面都带来了很大的收益,中国非盈利组织在公关活动上也不断成熟,越来越符合国际惯例。

(2)“准官办”性质严重,公共关系意思淡薄。由于中国政府主导型公共事务管理体制的长期存在,而且非营利组织大都是“官办”和“准官办”性质,造成大部分的非营利组织对于自身的“非政府”性质以及公众的重要性认识严重不足。我国的非赢利组织虽然正在逐步形成公共关系意识,但是这种意识仍然不够强烈,而且不同的组织之间还存在着巨大的差别。许多非赢利组织甚至认为作为组织发展的公共关系推广和管理费用不但没什么直接作用,还削弱了组织对于社会公益及公共管理资源的投放力度,因而在很大程度上减少甚至根本不进行公共关系推广和有效的公共关系管理。有些组织偶尔举办一个什么活动,虽然起到了不错的公共关系效果,但其策划者本身并非出于公共关系用意。因此,对于很多非赢利组织来说,公共关系意识仍需要加强。

(3)公共关系活动相对缺乏独立性。由于中国非盈利及非政府组织发展还处于相对初级阶段,能力有限,它在完成公共关系活动的时候常常需要其他多个组织和个人的帮助才能完成。在达成每一个具体的公共关系事业时,中国非盈利及非政府组织需要通过娴熟的公共关系协调工作,把不同的社会相关部门协调起来,以便顺利完成组织的目标。在中国特定的国情下,尤其需要来自政府的指导与协助,在公共关系活动中,需要通过与政府部门的沟通与协作,从而获得政府的认同和支持,最终把公共关系工作做好。

比如,在西部地区定点实施“希望工程”,就需要首先得到当地政府和教育部门的支持,需要得到中央和地方新闻媒体的及时迅速、真实广泛的报道,需要得到东部地区社会大众对这一资助项目的认可和捐助,需要得到社会知名人士的率先垂范。这一系列的工作都是一个系统的公共关系宣传工程,需要在公共关系品牌形象(希望工程)的建设上遵循科学上的工作规律,方能达到良好的效果。

  • Characteristics of public relations in non-profit and non-governmental organizations

China today is at a period of transition from planned economy to market economy, and the public relations of Chinese non-profit and non-governmental organizations have a lot of Chinese characteristics. With the push of economic globalization, these organizations have been developing by leaps and bounds. However, within such a short span of development, these organizations take on the following characteristics:

(1) Frequent communication and cooperation with foreign non-governmental organizations. With China’s continuing opening to the outside world, Chinese non-profit organizations have obtained many opportunities of cooperating with foreign mature organizations against international backdrop, enabling them to catch up with international practices quickly.

(2) “Bureaucracy” and weakness of PR consciousness. Due to the long-term existence of government-oriented system of PR management, most NPOs do not sufficiently realize that they are non-governmental. Although NPOs are gradually forming PR consciousness, there's still a big difference in different organizations. Most NPOs even believe that PR promotional and administrative expenses are a waste of money which weakens government’s effort at managing PR resources. As a result, most NPOs reduce or even do not carry out PR promotion or effective PR management. Therefore, for most NPOs, they still need to strengthen their PR consciousness.

(3) Activities of public relations are relatively lack of independence. Since the development of Chinese non-profit and non-governmental organizations is still in the primary stage, the their PR initiatives need to be completed with the assistance of many other organizations and individuals. In fulfilling each detailed undertaking of public relations, Chinese non-profit and non-governmental organizations should coordinate different involved department in order to achieve organization goal. Under China's special national conditions, in the activities of public relations, the successful public relations especially need the guide and assistance from the government, require the communication and cooperation with the governmental departments so as to obtain agreement and support from the government.

For example, the implementation of “Hope Project” requires the support from the local government and educational department, prompt, true and extensive press coverage from central and local media, approval and contribution of eastern parts and the well-known public figures taking the lead. The series of tasks are a systematic propagation of public relations. They can produce good results through following the laws governing the scientific work in the construction of building the brand image of public relations (for example, the “Hope Project”).

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