The Study On The Information Dissemination In Hospital Crisis Management

With the rapid economic and social development, as one of public utility organizations, the hospital may have to face all kinds of crisises at any time same as the enterprises do. Especially in recent years, due to the occurrence of various medical incidents such as SARS, Sky-high Price of Medical Fee Event etc., the importance of crisis management that has been neglected for a long time is now gradually recognized by Chinese hospital managers.The crisis management capabilities can incarnate the hospital core competencies from the different aspects. Dealing with the crisis, it is important for hospital to establish a system of crisis prevention and management. One of the most important aspects is to ensure the control of information dissemination ,and to prevent the unfounded rumors and false information prevailing. Otherwise, the crisis will undermine the public confidence in the hospital, make the hospital image greatly frustrated, or even lead to permanent damage reputation of the hospital, thereby threatening the survival of the hospital.This paper aims to survey the subjects about the construction of crisis management system, information transmission methods, communication habits, sources of information channels and the multi-information needs of the media,hospital administrators, medical personnel, patients and the public in hospital crisis management. Refering the domestic and international theory on information dissemination in public relations crisis management, we explore the rules for information dissemination in hospital crisis management, and study the important aspects or key factors in the management of hospital information dissemination. In order to achieve the final fundamental goal, and strengthen the ability to prevent and overcome the crisis by information exchanges, thereby reducing or avoiding losses in crisis,the studies are carried out both in theory and practice.This paper consists of three major parts altogether. The first part is foreword, it briefly introduces the background, the status quo both at home and abroad, the meaning and purpose, and the basic thinking on research; The theory in second part explains the relative concepts of the hospital crisis management and information dissemination; The third part concentrates on practice researches. After the questionnaires and interviews completed with patient, hospital staff and associated personnel, on the basis of the statistical data, we analyse the status quo of information dissemination control in hospital crisis management,putting forward four countermeasures mentioned below, namely,constructing the basic network for hospital crisis management, establishing hospital news spokesman system, doing well at four critical periods for the hospital crisis management and information dissemination and improving the media response strategies.