The practice of and reflection on hospital publicity in post-epidemic era

Jingjing JI; Mimi Wang; Rui Wang; Hongkui Jia; Yongqiang Gou; Liang Pang; Guanqun GE; Chou Yao; Ju Han

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The practice of and reflection on hospital publicity in post-epidemic era

VernacularTitle:后疫情时代医院宣传工作的实践与思考
Author: Jingjing JI ¹ ; Mimi WANG ² ; Rui WANG ¹ ; Hongkui JIA ³ ; Yongqiang GOU ³ ; Liang PANG ¹ ; Guanqun GE ^{4
,

5} ; Chou YAO ² ; Ju HAN ⁶
Author Information

1. Department of Publicity, The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061
2. Youth League Committee, The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061
3. Department of External Communication, The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061
4. Department of Breast Surgery, The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061
5. Office for Student Affairs, The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061
6. The First Affiliated Hospital of Xi’an Jiaotong University, Xi’an 710061, China
Publication Type:Journal Article
Keywords: the post-epidemic era; all-media communication matrix; leading role
From: Journal of Xi'an Jiaotong University(Medical Sciences) 2022;43(5):663-665
CountryChina
Language:Chinese
Abstract: In the wake of the COVID-19 pandemic, only through whole-hearted cooperation and joined efforts can medical institutions, governments, and social organizations cope with emergency, convert the crisis into opportunities, promote modern governance and accomplish high-quality development in the fight against the pandemic. Taking the First Affiliated Hospital of Xi’an Jiaotong University as an example, this paper analyzes the all-media communication matrix of "one network platform, 3W + N" that the hospital established during the pandemic by combining the authoritative official website with WeChat, Wesee, Weibo and that other publicity media. The study explores how to create a publicity brand that is mindful, poignant, compassionate and devoted and maintains its scientific and refined management, so as to achieve the professional goal of educating the public, shouldering the responsibility in the combat against the pandemic, and taking the lead in the research on the pandemic.