浅议医院网络传播途径及危机公关对策

DISCUSSION ON SPREADING CHANNELS OF HOSPITAL NETWORK COMMUNICATION AND CRISIS PUBLIC RELATIONS STRATEGIES

网络是现代医院进行品牌传播、宣传推广的重要平台,而网络自诞生起就具有的全员参与性使它成为一个聚光镜和放大镜。医院信息宣传部门可以利用它汇聚公众关注的目光,同时当出现医院的负面信息时,也会在短时间内迅速扩散。笔者通过分析医院利用网络进行形象传播的途径和网络危机公关对策,提出医院宣传工作如何在网络上趋利避害,实现网络为医院树立品牌的目的。

Network is the important plat form of brand spreading, publicity and promotion. Since its birth, the main participatory turns the network into optical collector and magnifying glass. Information publicity department of hospital could use the network to arouse the public attention. It can also spread negative information in a short time. By analysis spreading channels of hospital network communication and crisis public relations strategies, this pa- per propose the way of hospital propaganda work to foster strengths and circumvent weaknesses, and achieve a purpose of brand establishment.