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根据安德鲁卡内基《财富的福音》中的阐述,公益是使用剩余财富的最佳途径之一,其优越性体现在,它是通过少数人将剩余财富按照最佳方案进行分配,不会造成游手好闲和各种恶习。但是在现在看来,这种说法可能要有所调整,因为互联网的迅速发展,使得慈善事业并不只是掌握在少数人手中,目前的公益正从传统的企业型公益、事业型公益向平民公益转移。因此,作为公益事业的主导者和中间人,公益机构面对的信息接收者也会更加广泛和精准,品牌传播的方式方法也需要进一步规划。
According to Andrew Carnegie’s “Gospel of Wealth,” public benefit is one of the best ways to use surplus wealth. It has the advantage that it is achieved through the distribution of surplus wealth by the few in the best option Handy and all kinds of bad habits. But now it seems that this view may be adjusted because of the rapid development of the Internet, making philanthropy not only in the hands of a few people, the current public welfare is from the traditional enterprise-based public welfare, public service to public welfare Transfer. Therefore, as the leader and intermediary of public welfare undertakings, the recipients of information facing the public welfare agencies will also be more extensive and accurate, and the ways and means of brand communication also need further planning.