后疫情时代医院宣传工作的实践与思考

The practice of and reflection on hospital publicity in post-epidemic era

后疫情时代,医疗机构与政府及社会组织通力合作、合力突围,才能将危机变为转机,在抗疫中推进现代化治理和高质量发展。本研究以西安交通大学第一附属医院为例,分析了疫情期间医院利用权威部门网站搭载微信、微视、微博和其他宣传媒介形成的“一网三微+N”的全媒体传播矩阵,探析其在科学化、精细化管理的同时如何打造走心、入心、有温度、有情怀的宣传品牌,实现在抗“疫”中育人、在战“疫”中担当、在研“疫”中引领的专业目标。

In the wake of the COVID-19 pandemic,only through whole-hearted cooperation and joined efforts can medical institutions,governments,and social organizations cope with emergency,convert the crisis into opportunities,promote modern governance and accomplish high-quality development in the fight against the pandemic.Taking the First Affiliated Hospital of Xi’an Jiaotong University as an example,this paper analyzes the all-media communication matrix of“one network platform,3 W+N”that the hospital established during the pandemic by combining the authoritative official website with WeChat,Wesee,Weibo and that other publicity media.The study explores how to create a publicity brand that is mindful,poignant,compassionate and devoted and maintains its scientific and refined management,so as to achieve the professional goal of educating the public,shouldering the responsibility in the combat against the pandemic,and taking the lead in the research on the pandemic.