医院新闻报道效果评价与控制

Outcomes evaluation and control of hospital media coverage

概述了新闻报道效果评价与控制的理论基础，介绍了框架理论和评价理论下的医院新闻内容分析方法及其态度测算方法，并对医院新闻报道案例进行评价分析，通过对新闻议题、消息源、态度倾向、报道媒体、转载量等情况进行统计，推测舆论评价、媒体兴趣点及媒体合作度等，以便对医院新闻宣传工作提供参考及建议。

The paper introduced the basic theory of outcome evaluation of media coverage, as well as hospital news and reports analysis methods and attitude measurement methods based on the frame theory and appraisal theory. In addition, the authors made a case study of hospital reports. Authors found that these methods can estimate public opinions, media hotspots and media cooperation based on statistics of news topics, information source, attitudes, reporting media and reprints, for reference of the hospital on its news report and communications.