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Large-public-event oriented and “passive” communication strategy for environmental science knowledge

Yongmei Chen  

Based on the study of the public behavior on web search and social media after some large environmental events, the authors found the follow features. (1) With the development of internet tools, including web search , social media,and online encyclopedia(such as Baidu, Google,Wechat,Facebook,Wikipedia), the public tend to obtain knowledge more actively, more dependently on internet, social media, and especially more based on mobile internet. (2) The public show an extreme unbalanced demand on the knowledge of environmental science, and this demand is significantly impacted by large environmental events. With the occurrence of some events, such a demand usually increases significantly. (3) The available online knowledge about environmental science is far less than various levels of desired knowledge of environmental science after the occurrence of some large environmental events. Based on the aforementioned findings, the authors proposed a large-public-event oriented communication strategy. (1) Different from the conventional-media based "active" communication methods which focus on a balanced demand of the public, this new strategy emphasizes a "passive" large event oriented communication approach. (2) Based on the historical events and social development trends, it is necessary to study the psychological and intellectual needs among different groups of people, as well as the type and frequency of environmental events. (3) It is necessary to keep developing targeted, credible and interesting environmental science knowledge recourses based on various demands of the public. (4) It is also needed to cooperate with various type of media, and internet platform to develop a communication plan for large environmental events, so that the information can be quickly released after the occurrence of environmental events. It can help lead the public opinion, and also help quickly spread the environmental knowledge among the public via a viral marketing way during the golden time of the occurrence of an environmental event.

A copy of the full paper has not yet been submitted.

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