医院公共关系的伦理思考

Thinking on the Ethics of Hospital Public Relation

医院公共关系与医院伦理具有一致性,体现着管理和伦理融合的趋势。医院伦理对医院公共关系的影响表现在:医院伦理精神对医院公共关系的价值引导;医院公共关系的成功受到组织成员道德水准的制约。医院公共关系与医院伦理关系在出发点、目标、主体、原则、来源具有一致性。从四个方面提升医院公共关系水平:坚持以人为本的理念服务公众;树立和谐的伦理观协调内外公众关系;主动向媒介公众提供真实的信息;提高内部公众的人文伦理素养。

Hospital public relation is consistent with hospital ethics,which reflects the integration trend of management and ethics.The influence of hospital ethics on hospital public relation is embodied by：hospital ethics leads the value of hospital public relation;the success of hospital public relation is constrained by the moral level of the members.Hospital public relation and hospital ethics are consistent in the starting point,objectives,main content,principles and source.There are four aspects that can help enhance the level of hospital public relation：keeping to the people-oriented attitude when serving the public;fostering the ethical value of harmony to coordinate the public relation both within and outside the institution;publicizing the true information to public media on our own initiative;enhancing the ethical quality within the institution.