近年来,随着全球变暖、环境污染、贫富差距和社会公平等公众议题的广受关注,以及实现社会可持续发展理念的深入人心,公益成为全球企业尤其是大公司不得不面对的一个重大课题。与其被动应对,不如主动作为,将公益纳入企业战略,或将公益作为公共关系战略的重要构成,成为众多大企业的一致行动。而从社会层面来看,企业公益亦已成为构建和谐社会的一支重要力量。从目前趋势来看,国内企业对公益战略的认知越来越成熟,对社会公益的投入持续加大,公益传播也成一个炙手可热的专业话题。为此,本刊推出“中国式公益传播”这一专题,从公共关系专业角度为读者展示国内企业公益事业的各个层面。 In recent years, with the widespread public concern about global warming, environmental pollution, the gap between the rich and the poor and social fairness, and the deep realization of the concept of social sustainable development, public welfare has become the global enterprise, especially large companies have to face A major issue. Instead of taking the initiative to deal with it, it is better to take the initiative as a means to incorporate public welfare into the corporate strategy or public welfare as an important component of a public relations strategy and become the concerted action of many large enterprises. From a social point of view, corporate philanthropy has also become an important force in building a harmonious society. From the current trend, domestic enterprises are more and more familiar with the strategy of public welfare, the investment in social welfare continues to increase, and the public interest communication has also become a hot topic. To this end, the publication of the “Chinese-style public service communication ” this topic, from the public relations professional point of view for readers to show domestic enterprises all aspects of public welfare.