媒体融合背景下的大型公立医院对外宣传策略及思考
External Strategy and Thinking of Large-scale Public Hospitalsbased on Media Convergence
聂文闻 1王继亮 1孙晖 1熊婉婷 1彭锦弦 1陈有为1
作者信息
- 1. 华中科技大学同济医学院附属协和医院,湖北武汉,430022
- 折叠
摘要
在媒体融合不断深化的背景下,大型公立医院必须明确对外宣传对象、平台、内容,精准宣传功能定位,走高质量发展道路.对外宣传工作作为医院品牌形象输出的重要窗口,已经从主要依赖传统媒体逐步迈入深度互融的媒体融合新时代.在健康中国战略的引领下,如何适应新形势、积极开展对外宣传工作,是广大医疗机构卫生新闻宣传工作人员面临的困境和问题.文章对国内有关公立医院媒体融合发展状况的相关文献进行分析和研究,结合综合性大型公立医院创新实践,提出了公立医院对外宣传工作的新发展路径.
Abstract
In the context of deepening media integration,large public hospitals must clarify their target of audience,platforms,and content for external publicity,in order to accurate the function of precise publicity,and pur-sue high-quality development.As an important window for the hospital's brand image,external publicity has gradual-ly entered a new era of deep media integration,moving away from relying solely on traditional media.Under the gui-dance of the Healthy China strategy,how to adapt to the new situation in external publicity is a dilemma and problem faced by health news and publicity personnel in various medical institutions.This article analyzed and studied the de-velopment of media integration in domestic public hospitals,and proposed new development paths for external publi-city of public hospitals based on innovative practices in comprehensive large public hospitals,for reference and prac-tice by other medical institutions.
关键词
媒体融合/对外宣传/公立医院/高质量发展Key words
Media convergence/External publicity/Public hospital/High-quality development引用本文复制引用
基金项目
湖北省技术创新专项重大项目(2009CDB231)
出版年
2024
NETL
NSTL
万方数据