【摘要】 本文首先从新闻价值判断的角度分析了突发公共卫生事件为什么容易被媒体关注,强调了政府卫生部门在健康传播中的权威信源和传播主体的双重角色,并从议程设置理论、沉默的螺旋理论等传播学视角阐述了政府卫生部门在风险沟通中应重视媒体的作用。文章提出风险沟通的直接目标是降低危害,创造有利的舆论环境,根本目标是赢得社会公众的信任。文章列举了风险沟通的常用方法,如:舆情监测和预警、召开新闻发布会、善用新媒体、维护社会信任文化等。政府卫生部门作为健康传播的主体需要不断地接收传播效果的反馈,并进行科学的评估,根据传播效果调整传播的内容和形式。文章以受众问卷调查法为例,详细地描述了传播效果评估的过程。更多还原

【Abstract】 This paper analyses from the perspective of news value why public health emergencies easily become the focus of the mass media,and highlights the government health authorities’ dual role as authoritative sources as well as communication principal in the process of health communication.The government health authorities should attach importance to the role of mass media in crisis communication,as the paper discusses from the perspectives of mass communication including Agenda-Setting Theory,The Spiral of Silence Theory,etc.As the paper states,the direct objectives of crisis communication are to reduce risks and to create positive public opinion environment,while the fundamental objective is to win public trust.The paper presents common methods of crisis communication,such as public opinion tracking and alerting,holding press conferences,using new media and maintaining social trust culture.The government health authorities need to receive the feedback of communication effectiveness continually,evaluate it scientifically,and then adjust the content and form of communication.The paper also takes audience survey approach as an example to elaborate the process of communication effectiveness evaluation.更多还原