医疗行业作为一个行走在刀口浪尖上的行业,随时都可能面临危机,而经济体制的转型、医疗体制的改革、全球化进程的加快、群众对医院期望值的提高等加大了医院发生危机的概率。因为危机事件本身所具有的轰动性和冲击力,又往往成为媒体关注的焦点。文章在阐述了媒体危机的涵义、产生原因及常见误区的基础上,提出了医院员工群体在与媒体应对时的思想和行为策略、出现危机时的处理策略及危机修复策略,期望医院能建立员工群体思想和行为一致的积极应对机制,使危机的破坏性减少到最低限度,并从危机中获得新生。 As an industry moving on the cutting edge, the medical industry may face a crisis at any time. However, the crisis in the hospital has been exacerbated by the transformation of the economic system, the reform of the medical system, the acceleration of the globalization process, and the improvement of the hospital’s expectation by the masses Probability. Because the crisis itself has the sensational and impact, but also often become the focus of the media. On the basis of expounding the meaning of the media crisis, its causes and the common misunderstandings, the article puts forward the ideological and behavioral strategies of the hospital staff in dealing with the media, the handling strategies in crisis and the strategy of crisis recovery, and hopes that the hospital can set up staff Positive coping mechanisms that share the same ideology and behavior of the group minimize the destructiveness of the crisis and recuperate from the crisis.