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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-08-06 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「危机处理的技巧ã€?004òq?月,四川大学华西åŒ?-院普外一¿U‘主ä»ÀLŽå®æ•™æŽˆè¢«ç—…员家属砍伤åQŒé™¢æ–¹è¢«˜q«äؓåŒÀLŠ¤äººå‘˜é…å¤‡ä¿?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190806/145SS013-0.jpg"></p></div>「危机处理的技巧ã€?004òq?月,四川大学华西åŒ?-院普外一¿U‘主ä»ÀLŽå®æ•™æŽˆè¢«ç—…员家属砍伤åQŒé™¢æ–¹è¢«˜q«äؓåŒÀLŠ¤äººå‘˜é…å¤‡ä¿é•–åQ?005òq?月,¼›å¾çœä¸­åŒÕd­¦é™¢äín受国务院ç‰ÒŽ®Š‹z¥è„“专家戴春¼›æ•™æŽˆè¢«æ‚£è€…捅死:2005òq?1月,病员¾˜æ–‡è¾‰åœ¨å“ˆåŒ»å¤§ç¬¬äºŒé™„属医院住é™?7天花è´?50万元åQŒå¼•å?ldquo;天ä­h医药è´ÒŽ¡ˆ”åQ?006òq?2月,因患者王士炯出院前夕猝死åQŒå®¶å±?ldquo;围攻”医院åQŒæ·±åœ›_¸‚山厦医院全体职工头戴钢盔上班åQ?hellip;…以上æ˜?003òq´éžå…¸ç»“束后至今åQŒå„地发生的引è“v全国性关注和媒体报道的恶性医患冲½Häº‹ä»¶ã€‚在Coogle搜烦里,ä»?ldquo;åŒÀL‚£äº‹äšg”为关键词的网™å‰|•°é‡å·²é«˜è¾¾83万,癑ֺ¦ä¸?9万,新浪ä¸?1万页‹Æ¡ã€‚而据中华医院½Ž¡ç†å­¦ä¼šæœ€æ–°è°ƒæŸ¥æ•°æ®æ˜¾½Cºï¼Œå…¨å›½73.33åQ…的医院出现˜q‡ç—…人及家属暴力ŒD´æ‰“、威胁、èîi骂医护äh员的情况åQŒè€Œåœ¨¼›å¾ã€æ¹–南、江è¥Ñ€å››å·ã€å¹¿ä¸œç­‰åœ°å‡å‘生˜q‡æ‚£è€…砍杀åŒÈ”Ÿçš„恶性事件ã€?006òq´å…¨å›½åŒ»é™¢ç®¡ç†å¹´å·¥ä½œä¼šè®®ä¸Šï¼Œå«ç”Ÿéƒ¨éƒ¨é•‰K«˜å¼ºæ‰¿è®¤ï¼š“åŒÀL‚£å…³ç³»ç´§å¼ åQŒåŒ»ç–—纠¾Uäh˜Žæ˜‘Ö¢žåŠ ã€?rdquo;˜q™æ˜¯åˆ°ç›®å‰äؓ止,我国行政½Ž¡ç†ä½“系中对于医患现状最兯‚¯è¯­æƒå¨çš„评判。综合分析而言åQŒå¯¼è‡´åŒ»ç–—纠¾U·äñ”生,åŒÀL‚£å…³ç³»æ¶åŒ–的因素多且复杂,如国家医疗体¾pȝš„不健全,相关åŒÈ–—法律法规的不完善åQŒä¼ åª’舆论对åŒÕd«è¡Œä¸šçš?ldquo;妖魔åŒ?rdquo;误导åQŒéƒ¨åˆ†æ‚£è€…及家属¾~ÞZ¹åŒÕd­¦å¸¸è¯†åQŒç­‰½{‰ã€‚在中国åŒÕd¤§é™„属盛京医院˜q›è¡Œçš„医患关¾p»è°ƒæŸ¥è¡¨æ˜Žï¼Œåœ?ldquo;引发åŒÀL‚£¾U çº·çš„最主要矛盾”的单™åҎ•°æ®ä¸­åQŒç¼ºä¹æ²Ÿé€šæˆä¸ºå¤§ä¼—普遍认同的归咎。因此,目前看来åQŒå¼•èµ·åŒ»æ‚£å†²½Hå‘生的最直接原因是医院与患者的交流不善åQŒä»¥è‡´ä¿¡æ¯ä¼ é€’误解、偏差。公众舆论对于医疗卫生行ä¸?ldquo;妖魔åŒ?rdquo;偏见的祸首即是媒介,而当医院与患者沟通存在障¼„æ—¶åQŒæ‰€éœ€ä¾å‡­çš„第三方渠道也是媒介。医患双方当事äh之外åQŒåª’体所代表的他者话语权在社会公众面前无疑是公åã^的,òq¶ä¸”在对事实˜q›è¡Œå……分的调查和权衡大众心理认同度后所˜q›è¡Œçš„报道同样具有较大的影响力。按照å¯d国社会学家伊丽莎ç™?内尔一¾U½æ›¼“沉默的螺æ—?rdquo;理论解释åQŒå¤§ä¼—媒介传递优势意见åŞ成的强势传播åQŒä¼šä½¿æ°‘意äñ”生对周围意见环境的认同和归属ã€?003òq´éžå…¸æ‰©æ•£åˆæœŸï¼Œé’ˆå¯¹æ‰‹æœºçŸ­ä¿¡ä¼ é€’的各种谣言åQŒå«ç”Ÿéƒ¨˜q…速回应,通过中央电视台向全球直播新闻发布会,同时联络各大ä¸ÀLµåª’体‹zùN£è®°è€…深入抗非一¾U‰K‡‡è®¿æŠ¥é“,整合媒体舆论合力òqÏx¯äº†è°£­a€å¸¦ç»™½C¾ä¼šçš„恐慌;2004òq´åŽè¥¿åŒ»é™¢æŽå®æ•™æŽˆè¢«ç ä¼¤åŽï¼Œé¦–先是网民在互联¾|‘上发è“v对凶手的声讨åQŒå¼•å‘媒ä½?ldquo;å…Ïx³¨æ½?rdquo;åQŒåƈ传递至党中央国务院――吴仪副æ€È†äº²è‡ªæ‰¹ç¤º˜q‡é—®åQŒå¼•èµ·ä¸»½Ž¡éƒ¨é—¨å…³äºŽåŒ»ç–—纠¾UïLš„重视和反æ€?hellip;…在各¾cȝ¤¾ä¼šå…¬å…±å…³¾pÖMº‹åŠ¡ä¸Žå±æœºå¤„理˜q‡ç¨‹ä¸­ï¼Œåª’介担当着­‘Šå‘重要的作用,它不仅向公众提供事äšg的翔实信息,对事件的来龙去脉、发展趋势予以分析,表达自èín的观点,òq¶å‘公众提供价值判断的依据。在信息化程度迅速提高的当今½C¾ä¼šåQ?ldquo;媒介公关”˜q™ä¸€æ¦‚念也从以äñ”品推òq¿äؓ主要目的的商业性行为åšg伸至包括警察局、医院、环保、学校等在内的公å…׃º‹ä¸šå•ä½ã€‚但ž®Þp¿‘òq´åŒ»é™¢åª’介公关的案例来看åQŒç”±äºŽåŒ»é™¢ç®¡ç†è€…普遍缺乏对于公共关¾pȝš„专业素养åQŒä¸ç†Ÿæ‚‰åª’介的规则与‹¹ç¨‹åQŒä¸»ä½“行为只停留åœ?ldquo;åŒÀL‚£å±æœºå‘生――传媒介入、引导――医院做出反应――依靠媒体,扭è{局劎쀕―åã^æ?¾l“束危机”˜q™æ ·ä¸€¿Uè¢«åŠ¨ååº”的模式åQŒå…¶å±æœºå…¬å…³çš„效果与½C¾ä¼šå›žæŠ¥çŽ‡å¾€å¾€ä¹Ÿä¸ž®½å¦‚人意。针对医媒关¾pȝš„现状åQŒå¦‚何ä‹É用正¼‹®çš„æ–ÒŽ³•æ¸ é“与媒体交往åQŒè¾¾åˆ°å…¬å…³ç›®çš„åƈ最大限度地提高½C¾ä¼šæ•ˆç›ŠåQŒæˆ‘个äh提出以下å»ø™®®ã€‚医院应注意建立与媒体的日常合作友情。定期与媒体˜q›è¡Œäº¤æµã€äº’访,展开双方互惠å…Þpµ¢çš„合作,如职工体‹‚€ã€é€åŒ»ä¸‹ä¹¡½{‰ã€‚尤其应重视与当地媒体的联系åQŒç”±äºŽåŒ»é™?ldquo;救死扶伤”的职能带有公共服务性质åQŒå…¶æœ¬èín的辐ž®„范围及门槛人数å…ähœ‰è¾ƒæ˜Žæ˜„¡š„地域性特征,所以在医院核心辐射范围内的本地或邻˜q‘地区的媒体是医院进行宣传与形象、声誉塑造的最佳介质,òq¶ä¸”当有åŒÀL‚£å±æœºå‘生æ—Óž¼Œæœ¬åœ°åª’体不会无故与医院对立,甚至有可能对外来传媒形成一定的¾~“冲和抵制作用,以帮助医院赢得公关与危机处理的舆论条件与反应旉™—´ã€‚两个对比案例即是哈ž®”滨åŒÈ§‘大学½W¬äºŒé™„属医院与兰州大学第一附属医院çš?ldquo;天ä­h药费”事äšg。病员翁文辉在哈åŒÕd¤§½W¬äºŒé™„属医院æ²È–—期间åQŒä½é™¢æ—¶é—?7天,å…ÞpŠ±é”€550万元医药费,甚至在病人死亡后医院仍没有停止用药ã€?ldquo;天ä­h药费”事äšg发生后,当地媒体介入调查åQŒé™¢æ–¹ä¸äºˆé…åˆï¼Œç”šè‡³é‡‡å–拒绝、阻挠的强硬态度åQŒç»“果在真相曝光后引来以央视《新闻调查》和新华½C¾äؓä¸Õd¯¼çš„权威媒介的介入及全国范围内的社会舆论批评,医院完全陷入被动åQŒç”šè‡›_¤±åŽÖMؓ自我辩白的话语权。相反的åQŒå…°å·žå¤§å­¦é™„一é™?8万元“天ä­h药费”发生后,院方ä¸ÕdŠ¨é…åˆç—…员家属及媒体记者调查,在查清纠¾UïL¡®ä¸ºæœ¬é™¢å·¥ä½œäh员所致后åQŒç«‹å›_šå‡ø™¡¥æ•‘措施,通过媒体发表致歉声明åQŒåƈ承诺加强医院½Ž¡ç†åQŒæœ¾læ­¤¾cÖMº‹ä»¶ã€‚兰大附一院变被动ä¸ÞZ¸»åŠ¨çš„举措åQŒæœ€å¤§ç¨‹åº¦ä¸Šå‰Šå¼±äº†å±æœÞZº‹ä»¶å¸¦æ¥çš„负面影响åQŒä¹Ÿä¸ºåŒ»é™¢å£°èª‰çš„恢复奠定了基¼‹€ã€‚同æ äh˜¯åŒÈ–—费用¾U çº·åQŒä¸¤å®¶åŒ»é™¢æˆªç„¶ä¸åŒçš„态度带给自èín形象和未来发展好坏èòE异的影响。在此过½E‹ä¸­åQŒåª’介不仅作ä¸ÞZ¿¡æ¯ä¼ é€’与发布的主要途径åQŒè¿˜ä»¥è‡ªíw«çš„“新闻专业ä¸ÖM¹‰”发挥着引导½C¾ä¼šèˆ†è®ºåŠå…¬ä¼—ä­h值选择的作用。利用媒体进行医院自íw«åŞ象的塑造。Ball-Rokeachçš?ldquo;传媒¾pȝ»Ÿä¾èµ–”理论认äؓ一个äh依赖特定的大众传媒,获得信息以满­‘›_…¶ç›®çš„。至今,Ball-Rokeach定义çš?ldquo;一个äh”逐步扩展到团队、单元、组¾l‡ï¼Œç”šè‡³æ˜¯æ°‘族整体的外åšg。无论是¾lŸä¸€çš„医疗卫生体¾p»ï¼Œ˜q˜æ˜¯å•ä¸ªåŒÈ–—机构åQŒå‡å±žäºŽ“一个äh”的范ç•ß_¼Œå®ƒåŒæ ·éœ€è¦ä¾èµ–传媒获得、发布信息,òq¶åŠ›å›‘֏‘挥传媒更多的潜在功能。新é—ÀL˜¯åª’体生存与发展的生命¾Uѝ€‚经˜q‡ä¸€å®šæ¡ä»¶çš„½{¹åˆ’与安排,新闻可以形成强大的传播效力ã€?ldquo;新闻½{–划”å?ldquo;节目‹zÕdŠ¨åŒ–,‹zÕdŠ¨èŠ‚ç›®åŒ?rdquo;的趋势对传媒之外的胦¾lã€ä½“肌Ӏæ•™è‚²ç­‰é¢†åŸŸäº§ç”ŸæŒ‡å¯¼æ€§çš„价值意义。而如å±Þp¥¿åŒÕd¤§½W¬äºŒåŒ»é™¢ã€å¹¿å·žä»çˆ±åŒ»é™¢ç­‰å·²æˆç«‹ç­–划部åQŒè˜è¯·ä¸“业äh员从事本医院的主题活动及宣传规划ã€?004òqß_¼Œå››å·çœæ³¸å·žåŒ»å­¦é™¢é™„属医院˜q›è¡Œçš„连体女婴肝脏分¼›ÀL‰‹æœ¯æ˜¯ä¸€åˆ©ç”¨æ–°é—»äº‹äšg与媒介机构进行议½E‹è®¾¾|®ã€ç­–划的成功案例。在上æ“v、成都多家医院因高风险度及治疗费用等原因相ç‘ô拒绝ä¸?ldquo;˜qžå­˜qžå¿ƒ”实施分离手术后,泸医附院向连体女婴äŽ×å‡ÞZº†æ´æ‰‹åQšå…é™?0万元手术费用åQŒåƈä¸?ldquo;˜qžå­˜qžå¿ƒ”免费体检è‡?8岁成òq´ã€‚消息一出,西南首例˜qžä½“婴儿、泸医附院、无偿手术等语汇˜q…速成为各大媒体的关键词。在奛_©´ä½é™¢æ²È–—的半òq´æ—¶é—´é‡ŒåQŒåŒ»é™¢å…ˆåŽæŽ¥å¾…了包括央视《东æ–ÒŽ—¶½Iºã€‹ã€ã€Šç§‘技博览》、东方卫视、四川卫视等在内 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