Research On The Question Of Public Health Crisis Management Communication

Recently, public health emergencies frequently happen, such as acute febrile infectious disease, highly pathogenic avian influenza, food and drug safety incidents and so on. There are more and more disorders in society, because the misunderstandings caused by poor communication between the government, media and public. The former U. S. Secretary of Defense Robert ever said:"The war may no longer exist in the future; it would be replaced by the public crisis management", the research about the communication problems of the public health crisis management can not be belittled.In this paper, the theory of crisis communication, public goods and public governance are used, to analyze some typical public health events which occurred in recent years. It thinks that there are some communication barriers in the management of public health crisis:firstly, the information transmission is not timely by the government departments, and there are also distortion in public crisis information transmission; secondly, some media is lack of public crisis information dissemination channels, the distorted phenomena occurs sometimes, and the function of public crisis supervision is weak; thirdly, it is easy to cause doubts, because the credibility is decreased, and the relationship of trust between the public and the government is not stable. So, the public will be in a skeptical attitude and not follow up when the public crisis occurs, even though the government provides real and reliable information and advice,Personally speaking, there are some reasons for communication barriers:first, the government internal organization system is not perfect; second, crisis communication manager has not a strong sense of crisis; third, it lacks of specialized communication staff who can cope with the public health crisis; fourth, it ignores the public's right to know; the fifth, it lacks of scientific management and supervision to the media.This paper will propose two relevant countermeasures from two aspects, namely, how to remove communication barriers and how to communicate efficiently, which refer to improve the internal organizational communication system of the government, such as setting specialized public health information management mechanism; establish and improve the legal system; attach importance to the construction of the news spokesman system; improve the government's external communication, for example, increase the relevant management of diversified public health crisis communication channels, secure communication requirements of public; strengthen the opinion management of the traditional media public; enhance the opinion management of public network.Now, our country is in the period of public crisis, whether our country has the ability to crisis management in the modern sense, and whether it can resolve the crisis in a timely and effective manner, not only matters the national security and social stability, but also is related to the people's life and property safety, and it will has a widely and lasting impact to the whole development of economy and society. The dispelling of public health crisis management communication obstacles, not only can enhance the ability of public health emergencies crisis management of our government, but also reduce a lot of negative voices from the society which is targeted to the government departments, and is better for the image building of the government, in line with the basic requirements of our country for construction of the socialist harmonious society.