Battling the Ripple Effect

A Facebook post, a shared photo, a video on Periscope: What do all of these things have in common? The first answer is that EMTs and paramedics have lost their jobs over such things. The second is that the ripple effect of these events places an unexpected spotlight on agencies where an EMS chief faces the inevitable media question: “What can you do to reassure the public this is an isolated incident?”

When you receive this question from the press, you better hope you have enough goodwill on your side to help make your case. You may love to hate them, but the media can be your friend if you play nicely. So what does that mean?

“We have to realize we must interface with the media,” says Matt Zavadsky, MS-HSA, EMT, public affairs director at MedStar Mobile Healthcare in Ft. Worth, TX. “We cannot pretend they do not exist, or that if we mind our own business we’ll never have to deal with them. Further, to be the kind of responsible community partner we want to be, we often need to educate the community through the media on important issues and happenings.”

Key to this interface is providing story leads to help a reporter fill those slow news days. “Media ridealongs are great opportunities,” says Zavadsky. “Create a culture within your agency that embraces and enhances media interactions. It’s also a good idea to regularly remind your team members that your ‘brand’ is one of your most important assets and everything they do has an impact on that brand.”

Continue this discussion with Matt at EMS World Expo, where he will cohost a half-day workshop, “PR Boot Camp: An Exercise in Positive Press,” on October 4.

“EMS providers are so busy doing the work every day that they have limited time to focus on building positive community relations. The presenters for this session will provide numerous easy-to-implement strategies that will make it easy to promote the positive!” notes Zavadsky.

The workshop will cover how to:

• Interpret how national and local issues may impact your agency;
• Stay informed about issues impacting EMS and healthcare;
• Create newsworthy stories for positive press coverage;
• Develop key message points that are honest but minimize potential negative perceptions;
• Build effective relationships with local stakeholders, including the media;
• Conduct an interview with helpful and hostile reporters;
• Create a social media presence that promotes both your agency and public health issues to your community.

Additional faculty includes Rob Luckritz, Esq., EMS director for Jersey City Medical Center; Carissa Caramanis O'Brien, EMT-B, president of Red Box Communications; and Rob Lawrence, MCMI, is chief operating officer of the Richmond (VA) Ambulance Authority.

Allison Braxton-Baehr a FOX 8 News Orleans reporter, will make a special guest appearance to share her top advice on working with the media.

Register at EMSWorldExpo.com. E-mail your media success stories to editor@emsworld.com.