Media Relations for EMS Managers

The accident scene is messy and blocking traffic for what appears to be miles. Your EMS crews respond and perform admirably, triaging, treating and transporting close to 15 patients in just under 30 minutes. The next day's newspapers show photos of the scene with police officers and firefighters visible, but no EMS vehicles or personnel. You rationalize this by thinking that the media "showed up late and we had already transported everyone." You read the article and see quotes from the police and fire department public information officers, but nothing regarding EMS. Why does this always happen, you wonder.

     Effective use of the media by EMS personnel can be one of the most debated nonclinical topics around. Bring up the subject to a group of EMS folks and you are guaranteed a wide variety of opinions regarding the biases of the media, as well as their overall effectiveness in putting out the EMS message. Why is this? There are numerous reasons, including the mentality that media are the "enemy"; past underuse of the media; and misunderstanding the media in general. What, if anything, can we do about this? Are there ways of more effectively dealing with or using the media?

Overview
     First and foremost, the media are not the enemy. Keeping the media apprised of who you are and what you do will take a lot of the guesswork out of their job (putting news stories together) and will help you in doing your job (making sure those news stories are factually correct). Have you ever invited a member of the media for a ride-along? Do the media know the name of your contact person or public information officer (PIO) when they need information? Do they have the name of a backup in case the primary person isn't available? It is your job to make sure they have this information. Do you regularly contact the media with information regarding newsworthy events and not just emergencies? If you do, great job. If you don't, why not?

Press Releases
     Does your agency issue press releases? These are not difficult to formulate and distribute. The press release should contain a brief overview of the events or emergency scene (make sure they are HIPAA-compliant), as well as the agency's name, contact person's information (phone number, fax number, e-mail, etc.), pertinent facts and at least one or two usable quotes. As for distribution, start with all of the print media in your immediate and surrounding areas. If you are a larger agency with some funds to dedicate to the process, buy a Burrelle's media guide.

Interviews
     The key to a good interview with management-level officials is preparation. Following are some basic rules for being on the receiving end of an interview:

• Be honest and prepared.
• Do not provide "off-the-record" comments, speculate or offer personal opinions.
• Never say "no comment." If you don't know, offer to find the answer and follow up.
• Avoid ambiguity.
• Relate to the audience.
• Take initiative (direct the interview and say what you need to say).
• Correct misleading statements by the interviewer.
• Assemble a team of experts, if appropriate.

     Does your EMS agency allow field personnel to be interviewed by the media on scene? This may not be a bad idea, provided you have strict policies in place about what information may be given. A field provider's perspective can lend itself to the media's needs, and the sight of a professional EMS provider has potential to boost the public's opinion of you and your agency. It cannot be emphasized strongly enough, however, that there need to be concrete rules regarding all forms of media interaction.

Pictures
     Is it wrong to allow the media to come to one of your stations at a prescheduled time and photograph one of your ambulances and its crew? No. If the media is filming or photographing an accident scene, it is considered public domain and is also OK. There are times when a picture of your ambulance on an emergency scene in a major newspaper can do more for you than any amount of paid advertising. Even if it's a "news-only" article regarding a public awareness campaign, an EMS agency-sponsored picnic for the community or a specific piece of equipment your service has just started carrying, the same rule applies. Remember, however, to not show a patient's face in the picture.

Conclusion
     Fire and police departments are quite proactive in regard to addressing the media as an ally rather than an enemy. Historically, EMS has been more hesitant to embrace this concept and fully utilize the media. Every EMS agency needs, at a minimum, an established PIO to respond to media requests and provide factual information.