角色互换理念在构建疾控机构与媒体关系中的运用及思考

• 作 者: 周莹 王林
• 机 构: 中国疾病预防控制中心政策研究与健康传播中心,
• 出 处: 中国公共卫生管理
• 发表日期: 2013年05期

构建良好的与媒体的关系一直是中国疾控中心开展健康传播的一个重点工作。媒体关系是指社会组织或个人为营造和维护良好的社会形象,尊重新闻媒体的运营规律,主动与新闻媒体开展交流活动,以期获得有利于自己的报道的行为[1]。如何本着“信任、平等、相容、互利”的原则,运用“角色互换”

Building a good relationship with the media has always been a priority for the CDC in China to spread health. Media relations refer to the social organizations or individuals who, in order to create and maintain a good social image, respect the operating rules of the news media and take the initiative to conduct exchanges with the news media in order to obtain favorable reports for themselves [1]. How to follow the principle of “trust, equality, compatibility and mutual benefit” and use “role exchange”