我国医院新闻发言人制度的现状与改进建议

Status Quo of Hospital Spokesman System in China and Suggestions for Improvement

医疗纠纷的频发和医院信息发布不到位使推进医院建立新闻发言人制度迫在眉睫,但当前医院新闻发言人制度在我国的建立尚不成熟。制度定位狭窄、运行机制不健全、对外沟通缺乏主动性等问题亟待解决。机遇与挑战并存,新媒体时代的到来、经济的发展和政策的支持为其提供了良好的平台,而媒体行业出现的报道缺位或不当等现象、社会对医疗行业的关注度越来越高等是其面临的重大挑战。建议我国建立医院新闻发言人制度的大概念,借鉴传媒行业运作模式,运用专业人才队伍主动与受众沟通。

It is imminent to improve the establishment of hospital＇s spokesman system, because of frequent medical disputes and inadequate information release, however, hospital＇s spokesman system in China is not yet mature. The main problems included narrow system position, imperfect operation mechanism and lacking of dynamic external communication. Nowadays the opportunities and challenges coexist. With the arrival of the new media era, economic development and policy supports provide a good platform for this system, while the major challenges are absent or improper report phenomenon of media industry and the rapidly increasing attention to the medical industry from community. Therefore, under this circumstance, we proposed establishing the hospital news spokesman system based on the operation mode of the media industry and arrange professionals to actively communicate with the audience.