Strategies For Public Sentiment Crisis Under New Media Environment

Public sentiment reflects the public opinions of the society in a certain range. In recent years, there have apeared different kinds of hospital crisis with a lot of reports about doctor-patient disharmony, and doctor-patient relationship has become strained.. The development of new media has changed the mode of communication of traditional media, which lays much impact on the occurrence, the growth and the end of the public sentiment crisis. A hospital should learn to deal with public sentiment and create a harmonious environment for the public opinion in the media so as to maintain the healthy development of hospital.This thesis studies the features of new media and analyzes reasons why the hospital public sentiment crisis occurs. Based on theoretical knowledge, the present thesis probes into the management of public sentiment and the work to deal with the crisis in a certain top class hospital in Suzhou. According to the experience and limitations found in the case studies, the author of the thesis puts forward some suggestions to deal with public sentiment crisis: This thesis studies the features of new media and analyzes reasons why the hospital public sentiment crisis occurs. Based on theoretical knowledge, the present thesis probes into the management of public sentiment and the work to deal with the crisis in a certain top class hospital in Suzhou. According to the experience and limitations found in the case studies, the author of the thesis puts forward some suggestions to deal with public sentiment crisis: In the aspect of laws and regulations, to strengthen the network real name system, punish network crime; to social parties participate in crisis management, first of all, the relevant government departments should attach great importance to, and secondly to actively improve the media environment, again to between doctors and patients to strengthen the integrity of the building; the hospital to establish a sound management system, the establishment of public feelings corresponding organization system, pay attention to the training of ability public opinion management personnel, in peacetime to grasp the dynamics of public opinion information, but also reasonable and effective public opinion assessment; strengthen hospital internal management, enhance the quality of medical services, actively promoting doctor-patient information symmetry.The thesis consists of five chapters. Chapter One introduces the research background, research significance, research methods and ideas. Chapter Two states the basic concepts of public sentiment and public sentiment crisis, traditional media and new media, and investigates the relationship between new media and the hospital public sentiment crisis, based on the crisis life cycle theory, the spiral of silence theory, the theory of crisis management and governance theory. Chapter Three expounds the reasons of public sentiment crisis resulting from the hospital internal and external causes. Chapter Four, taking the management of public sentiment and crisis response of a hospital in Suzhou as case studies, sums up experience and limitations of the hospital management of public sentiment. Chapter Five puts forward some suggestions for the hospital public sentiment crisis responses from the perspective of the government departments and the hospital itself under the new media environment.