Strategies Of Hospital Crisis Management In The Age Of New Media

Objective: To analyze the influence,challenge and crisis current situation of hospital crisis management under the new media environment and to establish the strategies of hospital crisis public relations under the new media environment.Method: The literature research was used to analyze the characteristic of new media and the influence of hospital crisis management under the new media environment.Present situation survey was used to analyze the proportion of risk factors in affecting hospital crisis management under the new media environment and the influence of propagation mode in hospital crisis management under the new media environment.Meanwhile,the expert interview was used and according to the results of literature research and theoretical research to develop public relations strategy,while the use of expert consultation,to improve and revise,and ultimately determine public relations strategy.Results: The influence,challenge and crisis current situation of hospital crisis management under the new media environment were analyzed.The characteristic of hospital crisis management included a quick transmission of hospital crisis before hospital managers know the crisis transmission,spread w ide which could easily lead to keep simmering,broad public participation in crisis transmission which affected the strategic decision of hospital managers in crisis management,bogus news which increased the difficulty to clarify matters,more rumors whic h increased the response intensity of public opinion.Medical accident and disputes,lack of a sense of responsibility,and media’s flawed coverage were the main reason in hospital crisis management under the new media environment.Mobile phone including We Chat and QQ was the important route of transmission in crisis news and should be reinforced to clarify the bogus news.TV broadcast had the high reliability and should be reinforced to correct misleading information.Crisis public relations should be included in the agenda of the directors’ decision-making;full time monitoring and judge the hospital crisis public opinion;the "fast" throughout the whole crisis public relations;make full use of new media in crisis;to carry out communication initiative,sincerity and objectively;to invite the third party intervention force;to make comprehensive rectification about crisis event;timely start typical positive publicity about hospital.Conclusion: In the new media age,the hospital should pay attention to the key role of the new media,strengthen the crisis consciousness,strengthen the crisis consciousness,and do scientific and effective response to the crisis.To isolate the hospital crisis,control and reduce the loss is important to deal with hospital crisis.The more essentiality are lessons learned,strengthen management and reassigned workers,preventing its recurrence.