Optimization Study On Public Relations And Crisis Management In Public Hospitals

In recent years, influenced by many factors such as social and economic system transfonnation, deepening of health care reform, increasing public awareness of rights and improper disposal methods of hospital crisis, the major entity of Chinese medical and health service--the public hospitals, have encountered frequent public relation crises, especially the doctor-patient relationship crisis. Once there occurs any mistake in crisis management, it will easily lead to a public relations crisis. The normal running order of the hospital will be impacted, the social reputation and public image of the hospital will be damaged, the survival and development of the hospital will be further affected, and social stability will even be threatened.Based on public relations of public hospitals, this essay attempts to make in-depth analysis on the reasons for frequent public relation crisis of public hospitals, with a focus on the relationship between public hospital and its main public relation object, i.e. hospital and patients, government agencies and the media. Under the guidance of public relations, crisis management and other theories, and combined with typical cases of public relations crisis management in public hospitals, this paper concentrates on the three phases of crisis prevention, crisis management and crisis recovery and the three main levels of "doctor-patient relationship," "hospital-administration relationships" and "hospital-media relationship", proposes comprehensive and systematic optimization strategies to defuse the crisis, strives to minimize the losses or negative impacts brought by public relation crisis, which will enable the hospital to timely repair the relationship with patients, government agencies and news media, regain the public’s understanding, trust and support, ensure its own sustainable development, and maintain social harmony and stability.This study aims to make initiate exploration in the field of public relation crisis in domestic public hospitals, hoping to provide other hospitals with information and reference to effectively prevent and properly handle all types of public relation crises.