From September 10 to 12, 2018, the “2018 Public Welfare Advanced Communication Seminar” organized by the China Children and Teenagers’ Fund, supported by the Training College and Media and Public Affairs Research Institute of Communication University of China was held in Beijing. More than 20 media journalists from Xinhua News, China News, CCTV and People’s Daily Online, as well as partners and representatives of CCTF joined the event.

Zhu Xisheng, the Secretary-General of CCTF gave a speech

Zhu Xisheng, the Secretary-General of CCTF attended the opening ceremonny and delivered a speech. He expressed the hope that the Seminar would bring together media journalists, experts, partners and colleagues in the industry, in order to make a more targeted inquiry on the difficulties and shortcomings of public welfare communication. In this seminar, we will sort out and discuss what public welfare communication is, to whom and how to spread it, and jointly promote the healthy growth of the charity industry.

Yang Yujun, the Dean of the Media and Public Affairs Research Institute of Communication University of China gave a speech

Yang Yujun, the Dean of the Media and Public Affairs Research Institute of Communication University of China, said that following the training needs, he organized the courses carefully. Through lectures, case analysis, expert discussions and other forms, the seminar is aiming to help students improve their grasp of the industry trends, practice operational points and difficulties, and improve public welfare communication ability.

The seminar highlighted the public welfare communication in the curriculum setting and teacher allocation; be inclusive and open in the invitation of the seminar trainees; highlight study and research in the whole seminar arrangement. In the three day, experts and trainees analyzed the public welfare communication from multi-dimension, multi-angle and multi-level.

On-site photo of the seminar

In the seminar, Gu Yonghua, former member of the Party group of the All-China Journalists Association, secretary of the Secretarial and senior editor of the People’s Daily, led us to study General Secretary Xi Jinping’s thoughts on news and public opinion, and made comments and analysis on excellent news. Professor Dong Guanpeng from Community University of China explained the responsibilities of public welfare communication in the media era. Professor Yang Yujun delivered a special lecture on “Discourse Power in the Age of Media”. Hu Xijin, the chief editor of Global Time spoke on the new trend of Chinese media development in the age of media. Wang Keqin, an investigative journalist and the President of the Beijing Love Save Pneumoconiosis Foundation, told his experience and thoughts of news reporting and public welfare. Wang Chao, a researcher of new media marketing communication at Peking University, taught media communication with the core of building influence.

Site of seminar

Xu Xu, the Deputy Secretary-General of CCTF, gave a speech at the seminar

In the afternoon of December 12, media journalists and field experts attended the sharing session of the seminar named “Public Interest Cross-Border Integration - A Multi-Way Cooperation Approach among Social Organizations, Enterprises and Media in Public Welfare Communication”. Xu Xu, the Deputy Secretary-General of CCTF, said that the foundation fund raising from society, and spend money to use to the public. Public welfare communication should integrate advantages of media, enterprises and social organizations, spread socialist core values and advanced philanthropic culture; spread brand projects that are urgent to the public an meet the needs of the Party and government; spread standard management practices; spread communication throughout the whole process of work, and jointly build a good public welfare environment. “Charity organizations, media, and the law are all public tools, and public welfare communication has to adhere to this attribute”, said Professor Jin Jinping, Director of the Nonprofit Organization Law Research Center of the Law School of Peking University. In many people’s eyes, the issue of raising money is to collect money from the public. In fact, raising money is to get the trust from people, and fundraising is also a form of public communication. In addition, it is necessary to separate public welfare communication and advertising. Wu Huanling, Director of the Media and Public Affairs Research Institute of Communication University of China, said that the future of public welfare is the education of love, the popularization of the spirit of humanity, the enhancement of corporate and institutional sense of responsibility, and the cultivation of individual public welfare habits.

Representatives of China Youth Development Foundation, China Red Cross Foundation, China Women Development Foundation, Beijing Young Zen Foundation and other organizations were present to share their explorations and thoughts on public welfare communication.

After the training, the trainees reported that the seminar set up a platform for foundations, media, enterprises and social organizations to share experience, discuss issues and collide ideas on public welfare communication. The courses are instructive and practical, which has triggered thinking and given ways and methods for future work. In the future, CCTF plans to arrange internal study and work communication, in order to digest and share the gains of study and turn them into working outcomes.