Hospital Public Relations Crisis Management Research

As China health system reform is developing, some hospital management problemshave become more apparent, the public relation and crisis management problem is oneof them. In recent years the hospital public relation crisis happened frequently. How tocarry out the public crisis management has become a research hotspot of hospitaladministration. To avoid the public relation crisis or reduce the loss caused by the crisisas far as possible, can set up the hospital image, guarantee the sustainable developmentof hospital, also can meet the health service demand of people, maintain social stabilityand harmony. This paper uses case study method by interview, field investigation,second-hand material collection and combines with the4R crisis management theory toanalyze the event of Shenzhen HA hospital public relation crisis, summaries thecommon problems of our country hospital crisis management which hospitaladministrators lack of crisis consciousness, crisis control and strain capacity isinsufficient, crisis organization guarantee system is imperfect, crisis early warning themechanism is not perfect, administrators pay no attention in risis image management.Finally, the article put forward to the perfect suggestment in hospital public crisismanagement countermeasures: on the one hand, the hospital needs to strengthen theexchange suggestion and cooperation with the government, social organizations, thepublic and media to strive for the hospital’s outside support in public relation crisismanagement; on the other hand, the hospital needs to improve its own public relationcrisis management level and improve the hospital managers ability in reducting crisistarget management, strengthening crisis intervention management, innovating crisisresponse management and recovering of normal management.Ihis paper consists of five chapters, the content can be divided into three parts: thefirst part is the introduction which mainly explains the research background,significance, present research situation at home and abroad, methods and ideas ofresearch, innovation and shortcomings of research. The second part which includessecond to fifth chapter is the main content of the article. The second chapter defines the concept of objects and summarys the basic theory. The third chapter classifys of hospitalpublic relation crisis from the content and the format, and explores the reasons causingof public relation crisis from the hospital’s internal and external environment. The fourthchapter is mainly about empirical analysis, which summarizes the problem of thehospital public relation crisis management ability is insufficient in current situation andprovides reference for this paper to advance the hospital public relation crisismanagement strategies by analyzing the cisis event of Shenzhen HA hospital. The fifthchapter advances the hospital public relation crisis management strategies from fourpoints of crisis management. The third part which consists of the conclusion, referenceand postscript is the end of the article.