媒介化时代科学构建医院传播战略的六大着力点

Six point of building scientific communication strategy in media time

"媒介化时代"已成为当今社会的主要时代特征,医疗机构的一举一动、医务人员的一言一行都成为媒体关注的焦点,积极引导舆论、巧妙化解矛盾、实现正向传播、和谐医患关系、推动和谐社会是医院适应媒介化社会需求所衍生出的重要责任,科学构建医院传播战略是医院整体发展战略的重要组成部分。本文提出"媒介化时代"科学构建医院传播战略的六大着力点:定位在发展战略的高度;以文化价值观为核心;擅用"乘势"策略,引领舆论导向;建立多层面、多维度的医院立体传播体系和传播效果评价体系;注重宣传队伍建设,形成网络化传播队伍体系;建立预警机制,防范传播危机。

Media time is a main epoch characteristic in the modern society. All the actions of hospital and medical staff are focused by the media. An important which evolved by the demands of media time is positive transmitting and building harmonious hospital patient relationship through shaping public opinions and skilfful solving contradictions. Building scientific epoch strategy is an important part of the hospital integration development strategy. Six points of building scientific communication strategy in media time are discussed. Firstly, epoch strategy is regarded as a hospital development strategy and culture value is its core content. Secondly, in accordance with current situations, public opinions are considered to be guided. Thirdly, cube hospital communication system and communication effectiveness evaluation system is considered to be established. Fourthly, network based communication team is considered to be shaped by training staff. Sixthly, early warning mechanism and communication crisis prevention mechanism should be established.