Research On The Public Relations Countermeasures For Doctor-Patient Crisis Under The Background Of We Media

Since the reform and opening-up,the doctor-patient relationship has undergone complex changes.Hospitals are related to life and death.Under the background of marketization,the public awareness of hospitals has gradually diminished,and various factors caused conflicts between doctors and patients.Moreover,with the richness and development of we media,some conflicts have become increasingly fierce in the network public opinion.Therefore,relationship between doctors and patients has already entered the public field and even become an important factor affecting the construction of a harmonious society.In the context of we media using,how to coordinate public relations and how to deal with the spread of doctor-patient conflict have become an important issue for medical institutions to solved.This paper adopts the literature review method to comb the research status at home and abroad,and puts forward the theoretical basis for the public relations crisis of doctors and patients under the background of we media.Meanwhile,taking the topic of "Study on the Doctor-Patient Conflict in public relations practice" by Beijing Forestry University and the Second Hospital of Tangshan as the breakthrough,the thesis uses the questionnaire survey method and interview method,which provide data support for the empirical analysis of this paper.In addition,this article analyzes two typical cases of public relations for doctor-patient crisis,sums up experience and draws lessons from it,and provides reference and suggestions for formulating relevant countermeasures.This paper analyzes the PR strategy before,during and after the crisis of doctors and patients in the context of we media,and formulates a practical model to solve doctor-patient conflict.It includes crisis warning,crisis handling and crisis rehabilitation.Nowadays,through the background of we media,the paper expounds the importance of carrying out crisis public relations,which makes it innovative in the perspective of research.The theoretical basis for the public relations of doctor-patient crisis makes the content of this paper innovative.The conclusion of the hospital public relations crisis model is practical and operable,and has certain innovation in the research conclusion.