Research On Management Of Hospital Crisis Communication In Self-media Era

In recent years,medical disputes have occurred frequently in China,and the contradiction between doctors and patients has been aggravated.The image of "angels in white" and the responsibility of "rescuing the dead and injuring" have been questioned by the society,which damages the image of hospitals and seriously affects the healthy development of medical undertakings in China.To some extent,the contradiction between doctors and patients is not only a simple medical problem,but also a serious social problem.At the same time,the development of self-Media represented by Weixin and Weibo has catalyzed and aggravated the hospital crisis,which has brought enormous challenges to the communication and management of hospital crisis.As an important part of crisis communication management,hospital crisis communication management needs to be strengthened,and related research has gradually become a hot academic topic.This paper mainly uses the methods of literature research,case study,qualitative research and content analysis.In this paper,the main research object is the crisis communication management strategy of hospitals in the self-Media environment.The author will take the fact-value dialog paradigm as the theoretical basis.The "Four Stage" mode and the "5W" model in communication studies are discussed for the logical framework.Firstly,this dissertation will discuss the definition,characteristics and causes of hospital crisis,and explains the definition,principles of hospital crisis communication management and the difficulties and challenges it faces in the self-Media environment.Secondly,the paper analyzes the development of hospital self-Media and explores the application status of hospital self-Media in hospital crisis communication and management by combining with specific medical disputes.On this basis,the dissertation selects the incident "Yulin Maternal Fall",which is highly concerned in 2017 as a typical case to analyze the crisis communication management strategy of Yulin First Hospital.Finally,aiming at the existing problems,the improvement and innovation strategy of hospital crisis communication management are put forward.The paper holds that hospital crisis communication management should follow the principles of life first,people-oriented,rapid control,rights and obligations,professional principles,responsibility and cutting responsibility.In the era of self-media,hospital crisiscommunication and management should enhance the crisis awareness of hospital staff,improve the hospital crisis management plan and strengthen the monitoring of public opinion.From the aspect of communication object,we should refine the audience in the medical crisis and strengthen the multiple interaction between doctors and patients.Continuous follow-up and reporting of crisis information from the dissemination content,skillfully set up hospital crisis dissemination issues,plan and report hospital positive news,improve the skills of information dissemination.This paper puts forward some improvement strategies from two aspects: improving the service function of the media platform and strengthening the cooperation between the hospital and the external media.