Research On Public Opinion Response Strategies Of Hospital In The All-media Age

Objective: To explore the current situation and existing problems of public opinion response in medical institutions in crisis events such as adverse medical events,and to explore how to resolve public opinion in hospitals in the era of all-media,so as to provide reference for medical institutions to explore public opinion response measures in line with the characteristics of the times and for hospital managers.Methods: Literatures related to adverse medical events,information technology,information industry,all-media,public opinion prevention and control,and public opinion guidance were collected,sorted out and summarized through literature research method;which services were more likely to attract public attention through survey and research method;and the appropriate and inappropriate responses were summarized through case study method from the occurrence,development and results of public opinion.Analyse the reasons and draw operable conclusions.Result: Hospital managers should objectively and correctly understand the law of news dissemination and the status quo of media development.They should never regard the media as an enemy.The correctway is to make good use of the media.At present,the network is one of the main battlefields for people to express their opinions.Compared with the traditional media,the network media has a faster and broader dissemination effect.The rigorous attitude of the traditional media dooms them to remain the guides of public opinion.To prevent and guide the network public opinion,we must not despise the friendly communication with the traditional media.Rational use of the traditional media is still the key to the prevention and control of public opinion.Conclusion: First,hospitals need to open more channels of expression to the public;second,hospitals need to actively advocate and promote information openness and transparency;third,hospitals need to build professional teams and establish effective public opinion response and guidance mechanism.When encountering adverse medical events and other crises,we should adopt the attitude of "early","fast","sincere" and "persistent".We should take the initiative to deal with them without procrastination or perfunctory.Fourth,hospitals need to strengthen the management of daily medical behavior standards.Fifth,government departments need to further improve network governance and promote the concept of social responsibility.