宣传工作对树立医务人员正面形象的促进作用探讨  

Discussion on the role of publicity in promoting the positive image of medical staff

作　　者：何小璐[1] 樊雨桐 李怡雪 孙思伟 HE Xiao-lu;FAN Yu-tong;LI Yi-xue;SUN Si-wei(Office of the President of the Party Committee,Peking University Sixth Hospital/Peking University Institute of Mental Health,Beijing 100191,China)

机构地区：[1]北京大学第六医院/北京大学精神卫生研究所党委院长办公室,北京100191

出　　处：《中国城乡企业卫生》2022年第2期221-224,共4页Chinese Journal of Urban and Rural Enterprise Hygiene

摘　　要：在新媒体日益发展和新一轮医改大潮兴起的今天,宣传工作已逐渐成为医院管理的重要环节,与医院文化建设、核心竞争力、医患关系密不可分。医务人员是医疗工作的主力军,树立其正面形象是维护良好医患关系、构建和谐社会和实现健康中国战略的重要因素。作为外界了解医院和医务人员工作性质等的重要途径,开展好宣传工作对于树立医务人员正面形象有着不可或缺的促进作用,这就需要医院宣传部门紧密跟进,适时引导,从根源出发,多种举措并施,比如可以通过利用多种载体畅通医患沟通平台,建立新闻发言人制度、做好危机公关,完善通讯员队伍,重视宣传典型、提升医务人员职业道德,传播医院的特色文化、增强医务人员的凝聚力,促进医务人员树立正面的媒介形象,加强广大患者、家属对医务人员的理解,建立医患间的相互信任,赢得患者的配合,从而维护和谐的医患关系。Nowadays,with the development of new media and the rise of a new round of medical reform,publicity work has gradually become an important part of hospital management,which is closely related to the construction of hospital culture,core competitiveness and doctor-patient relationship.Medical personnel are the main force in medical work.Establishing a positive image of medical personnel is an important factor to maintain a good doctor-patient relationship,build a harmonious society and pursue healthy China strategy.As an important way for the outside world of hospitals and medical personnel,carrying out good publicity work plays an indispensable role in promoting the positive image of medical staff,which requires the hospital publicity department to closely follow up,timely guide,start from the root,and take a variety of measures at the same time.Such as building doctor-patient communication platform by a variety of carriers,establishing the press spokesman system and doing a good job in crisis public relations,improving the communications team,paying attention to publicizing models,improving the professional ethics of medical personnel,spreading the characteristic culture of the hospital,enhancing the cohesion of medical personnel to estalbish a positive media image,strengthening the understanding of patients and their families to medical personnel,and establishing mutual trust between dorctors and patients to win the cooperation of patients,so as to maintain a harmonious doctor-patient relationship.

关 键 词：医患沟通平台 新闻发言人制度 通讯员队伍 典型人物宣传 特色文化宣传 正面形象 

分 类 号：R-1[医药卫生]