Abstract:The arrival of the all-media era in the new era is rapidly changing the communication concept and communication form of the public，bringing new opportunities and challenges to the publicity work of the county and county hospitals. Proposed in this paper，the all-media era，the district hospital publicity department should be in full awareness of their own characteristics and deficiencies，take full advantage of the characteristics of new media，the publicity law of active learning and adapt to the media，continuous innovation in publicity. Also, build a strong team of full staff by establishing a staff awareness， a team of hospital correspondents， a high-quality professional publicist，etc. Through perfecting publicity work system and process，chang single publicity and evaluation，focus on publicity efficiency and effect，etc.，constantly perfecting and innovating in propaganda mechanism；by taking advantage of the latest and fastest short news，disseminating medical information，enhancing the publicity effect，and focusing on the Internet public opinion，we will innovate in the publicity and be able to explore a publicity work strategy suitable for district and county hospitals，using it to promote hospital publicity services，showing the advantages and brand of hospitals，and establishing and presenting the good social image of the hospital.