全媒体时代医院宣传工作的创新探索  

Innovative Exploration of Hospital Publicity in All-Media Era

作　　者：梅馨平 陈春香 Mei Xinping;Chen Chunxiang(Nanjing Jiangning Hospital Puclicuty Department,Jiangsu Nanjing 211100;Nanjing Lishui District People’s Hospital Planning and Development Department,Jiangsu Nanjing 211200)

机构地区：[1]南京市江宁医院宣传科,江苏南京211100 [2]南京市溧水区人民医院企划与发展部,江苏南京211200

出　　处：《江苏卫生事业管理》2018年第5期581-583,共3页Jiangsu Health System Management

摘　　要：通过确立全员宣传意识、建立一支医院通讯员队伍、打造高素质的专业宣传人等举措,确立一支强大的全员宣传队伍;通过完善宣传工作制度和流程、改变单一的宣传考核、注重宣传效率和效果等,在宣传机制上不断完善与创新;通过利用全媒体进行的最新、最快的短新闻、传播医疗信息、增强宣传效果、关注网络舆情等在宣传途径和方式进行创新。探索一条适合区县级医院的宣传工作策略,展现医院的优势和品牌,树立和传播医院良好的社会形象。The arrival of the all-media era in the new era is rapidly changing the communication concept and communication form of the public,bringing new opportunities and challenges to the publicity work of the county and county hospitals. Proposed in this paper,the all-media era,the district hospital publicity department should be in full awareness of their own characteristics and deficiencies,take full advantage of the characteristics of new media,the publicity law of active learning and adapt to the media,continuous innovation in publicity. Also, build a strong team of full staff by establishing a staff awareness,a team of hospital correspondents,a highquality professional publicist,etc. Through perfecting publicity work system and process,chang single publicity and evaluation,focus on publicity efficiency and effect,etc.,constantly perfecting and innovating in propaganda mechanism;by taking advantage of the latest and fastest short news,disseminating medical information,enhancing the publicity effect,and focusing on the Internet public opinion,we will innovate in the publicity and be able to explore a publicity work strategy suitable for district and county hospitals,using it to promote hospital publicity services,showing the advantages and brand of hospitals,and establishing and presenting the good social image of the hospital.

关 键 词：全媒体 新媒体 区县医院 创新探索 

分 类 号：R197[医药卫生—卫生事业管理]