2004-2007年广州市公共卫生事件与媒体报道分析

目的了解公共卫生事件与媒体报道的现况，为卫生部门科学制定媒体沟通计划提供依据。方法查阅2004-2007年广州市疾病预防控制中心历史档案中的各类公共卫生事件调查报告，将相关信息填写到开发出的调查表上，利用“百度”搜索引擎，通过输入不同关键字查询3次，确定媒体报道情况，并将媒体报道相关信息填写到调查表上。结果2004-2007年，公共卫生报告事件呈逐年递减趋势，但媒体对公共卫生事件的报道呈明显上升趋势。20．1％的公共卫生事件被媒体报道。85．7％的报道与事实相符，14．3％的报道与事实不相符。媒体信息47．4％来自暴料人，由卫生部门提供的信息仅占7．1％。暴料人提供的信息经媒体报道后，11．1％与事实不相符。媒体报道的内容中均未向公众提供可寻求帮助的机构或咨询电话，仅8．9％的报道向公众提供了即时可用的应对方法，14．3％告知公众事件处置的难度。此外，25．0％的报道使用了专业术语。结论媒体报道公共卫生事件呈上升趋势，卫生部门应学习媒体相关知识，建立与媒体沟通的机制，提高应对媒体的能力，及时引导舆论，使媒体在公共卫生中发挥更好的传播作用。

Analysis of Current Situation of Media Report About Public Health Events in Guangzhou From 2004 to 2007

Objective To explore the status of media report about public health events, in order to offer scientific basis for strategy-making of media communication. Methods Survey reports from archives in Guangzhou CDC were referred to extract information and then filled into questionnaires; information about media reports searched from ＂Baidu＂ engine was also fiUed into the questionnaires. Results The incidents of public health events during 2004 -2007 decreased year by year, while the media reports on public health events increased significantly. About 20. 1% of the public health events were reported by media. Of these media reports, 85.7% were coincident with facts, and the remaining 14. 3% were not. About 47.4% of the media reports came from citizens who called on the phone and offered clues to the public health events, and 11.1% of these reports did not comply with facts. Only 7.1% of the media reports came from health departments. None of the media reports provided information on agencies or hotlines to the public to satisfy their demands of help. Only 8.9% of the media reports introduced feasible crisis response strategies, and 14. 3% informed the public the difficulty to handle the events. Only 25.0% of the media reports used professional terms. Conclusions There is an increasing trend in media reports about public health events. So health department should study knowledge on media, establish the communication mechanism with media, enhance responding ability to media to guide public opinion intime and take greater advantage of media communication in promoting the development of public health.