全媒体时代医院舆论危机公关研究

Research on hospital public relation on public sentiment crisis under omnimedia environment

全媒体时代医院舆论危机的产生、发展及应对均呈现出一种前所未有的态势,加大了医院舆论危机公关的难点。医院如何在全媒体时代下,有效地进行舆论危机公关成为全新的课题。笔者从全媒体时代医院舆论危机的特性入手,指出适合医院的舆论危机公关处理的原则,结合对舆论危机生命周期特性,从加强舆论危机管理,建立应急预案;舆论危机潜伏期,着力化解危机;舆论危机爆发期,主动发布信息;舆论危机持续期,引入第三方佐证;舆论危机消退期,重塑医院形象等方面提出全媒体时代医院舆论危机公关的策略。

In omnimedia era,the emergence,development and response of hospital public opinion crisis present an unprecedented situation,which has increased the difficulty of public relations. Hospital how to ef ectively conduct public opinion crisis public relations has become a new topic in the whole media era. This paper starts from the characteristics of the hospital all media era of crisis of public opinion,public opinion pointed out that for the hospital crisis management principle,according to public opinion crisis life cycle characteristics,put forward the whole media era hospital public opinion crisis public relations strategy.