Dialogue and Cooperation Between Mass Media and NPOs

Media from the Prospective of NPOs
By Ms. BU wei
Associate Researcher of Journalism and Communication Institute of CASS and Webmaster of http://www.stopdv.org.cn

    The NPO' s viewpoint represents week group because NPO is to serve those who live in disadvantage situations.
    To discuss the relationship between media and NPOs will encounter many difficulties. And there are till some methods to make up the gap.
    Research shows that traditional media such as dancing, singing, poems and songs, fork song, picture, photos and puppet plays have been had deeper influence in idea exchanging and opinion conveying in undeveloped areas.
    Since popular media, such as newspaper and TV, cover the most population, NPO will manage to co-operate with them to participate in program planning and producing.

Cooperation Between Media and Grass-root NPO
By Mr. FANG Jia-ke
Vice director of the board of Hetong Elderly Welfare Association

    Mr. Fang gives several practical advices on how to cooperate with media from his own experiences.
    He says that NPOs in China shall make friends with media and stimulate media to probe news from NPOs. He also emphasis on building NPO's media, and a whole set of information feedback system as well to convey NPOs voice completely. Idea exchange with government will largely help mutual understanding through which media will to pay more attention to NPOs' activities.

To Create a Mutual Win Interactive Platform
By Mr. SU Jing -ping
Host of radio program of Life Hot-line of Radio Beijing

    The history of Life hot-line has been establishing friendly relationship with NPOs and NPO workers since airing.
    Mr. Su believes that radio, which turned out to be an easy access media, is the suitable media to bridge the gap between government, business and NPOs.
    He also believes that mutual win will become true when NPOs will involve in program producing.

Convergence and Communication between NPO and Media
By Nick Young
Chief editor of China Development Brief

    Media is important to NPOs publicity, yet it may convey misleading information. NPOs can not only communicate with government, business and sponsor through media, but can also communicate directly with them. Effective communication within NPOs is more complicated rather than a logo or a written line on the wall. International business has rich experience regarding internal communication and it is feasible for NPOs to learn. Local NPOs may manage some get-togethers to invite journalists and through which NPOs may add impact on media.

The Feasibility of Cooperation between NPOs and Media
By Mr. WANG Gao-li
Journalist of Public Welfare Times

    The discussion of Dialogue and Cooperation between NPOs and Media itself illustrate that there is a gap to bridge.
    NPOs can hardly become the focus of media due to the incomplete legal system and the lacking of recognition from society. On the other hand, the nature of media and its principle decide that media cannot pay much attention to NPOs. However, there are still exist cooperation: one is that NPOs need media to convey their voice and the other reason is that NPOs' sponsor may interest public, through which NPOs indirectly become focus of media and form the cooperation. Mr. Wang says that the awareness of public-good is the key problem in promoting cooperation between NPOs and media.

Method of Cooperation between NPOs and Media
By ZHENG Bao-wei
Prof. of Journalism and Communication School of Renmin University

    The quick development and rapid growth of NPOs provide potential readership and audience to media. There are three feasible ways for NPOs to build up cooperation with media:
    One is learning the operating rules of communication and taking media as a channel to spread NPOs concept; the second is advocating and public awareness education; and the last is establishing NPOs media and making them heard.