全媒体时代加强医院宣传工作的对策研究

Countermeasure Research on Strengthening Hospital Propaganda Work in the Age of All Media

在全媒体时代,媒介环境、新闻传播方式、信息接收方式发生深刻的变化,医院宣传工作受到冲击。新的媒介环境导致医院舆情监督难度增加、复合型人才缺失,使医院宣传工作面临严峻的挑战。同时,多样化的宣传方式,先进的传媒技术可以减少宣传的成本,提升宣传效果,为医院宣传工作发展带来机遇。在全媒体时代如何趋利避害,巩固传统媒体的阵地作用,适应和发挥新媒体的优势作用,是摆在每位医院新闻宣传工作者面前的课题。为探索全媒体时代加强医院宣传工作的对策,作者充分分析了全媒体时代医院宣传工作面临的形势,全面解读了新时期医院宣传工作的目标定位和中心任务,指出医院宣传工作者必须立足医院特色,找准定位,与时俱进,主动学习和掌握新兴媒体的运作规律,加快传统媒体和新兴媒体的相互融合共同发展,并结合自身工作实践,从配强队伍健全机制、丰富载体打造立体化宣传、科学应对医院危机事件3个方面提出对策措施,对全媒体时代提升医院宣传工作水平提出有益的思考和建议。

In the era of the whole media,the media environment,the way of news dissemination,and the way of receiving information have undergone profound changes,and hospital propaganda work has been affected.The new media environment has led to an increase in the difficulty of hospital public opinion supervision and the lack of compound talents,which has made the hospital publicity work face severe challenges.At the same time,diversified publicity methods and advanced media technologies can reduce the cost of publicity,enhance the effectiveness of publicity,and bring opportunities for the development of hospital publicity work.In the era of the whole media,how to benefit and avoid disadvantages,consolidate the role of traditional media,and adapt to and play the role of new media is a topic that is placed in front of every hospital news propaganda worker.In order to explore the countermeasures for strengthening the hospital propaganda work in the all-media era,the author fully analyzed the situation faced by the hospital propaganda work in the all-media era,comprehensively interpreted the target orientation and central task of the hospital propaganda work in the new era,and pointed out that hospital propaganda workers must be based on hospital characteristics,find the right position,keep pace with the times,actively learn and master the operating rules of emerging media,accelerate the mutual integration and development of traditional media and emerging media,and combine their own work practices,from the strengthening of the team to improve the mechanism,enrich the carrier to create three-dimensional propaganda and scientific response to hospital crisis incidents proposed countermeasures,and put forward useful thinking and suggestions for improving the level of hospital propaganda work in the era of the whole media.