新媒体时代医院危机公关策略  

Strategies of Hospital Crisis Management in the Age of New Media

作　　者：郭华[1] 姬军生[2] 

机构地区：[1]第三军医大学西南医院医教部教务科,重庆400038 [2]解放军第302医院,北京100000

出　　处：《解放军医院管理杂志》2016年第4期386-389,共4页Hospital Administration Journal of Chinese People's Liberation Army

基　　金：重庆市科技攻关计划项目"医院安全管理新机制研究"(cstc2012gg-yyjsB10001)

摘　　要：目的分析制定新媒体环境下医院危机公关策略。方法本研究采用文献研究法和专家咨询法,根据文献研究的结果制定公关策略。结果梳理医院危机公关研究理论的现状,分析新媒体环境对医院危机公关的影响和挑战,制定新媒体时代下医院危机公关策略,通过专家咨询、修改并对策略评分,最终确定的策略有:危机公关应列入院长决策议程;全时监控和研判医院危机舆情;把"快"贯穿于危机公关的全程;充分利用新媒体应对危机事件;要主动、及时、诚恳、客观地进行沟通;主动邀请第三方力量介入;危机事件整改措施全覆盖;适时启动医院正面典型宣传。结论新媒体时代,医院应对危机事件时,应重视新媒体的关键作用,强化危机意识,做好危机预警,科学有效地应对危机事件。Objective To analyze the strategies for hospital crisis management in the age of new media.Methods Methods of literature research and expert consultation were employed and public relation strategies were established according to the results of literature research. Results Advances in hospital crisis management research were summarized and the influences and challenges for hospital crisis management in the age of new media were analyzed. Strategies for hospital crisis management in the age of new media were made through expert consultation,modification and strategy rating. Strategies below were included： include crisis management into the decision- making agenda of the director of hospital; supervise and estimate public opinions of hospital crisis entirely; take quick management throughout the whole process of hospital crisis; make the most of new media in the management of crisis;communicate actively,timely,sincerely and objectively; invite third- party members; take comprehensive rectification measures; provide positive publicity timely. Conclusion In the age of new media,hospitals should respond to crisis scientifically and effectively in the management of crisis by attaching great importance to the key role of new media,strengthening crisis consciousness and establishing proper crisis early warning system.

关 键 词：危机公关 新媒体 医院 策略 

分 类 号：R197.32[医药卫生—卫生事业管理]