Richmond Ambulance Authority: Mastering Media

Mark Tenia, the public information officer for the Richmond Ambulance Authority, discusses the importance of establishing credibility and proactive communication. He emphasizes the value of having a repository of information to refer to when addressing specific topics or advocating for the agency. Mark also highlights the significance of partnerships and collaboration with other agencies and organizations to expand their audience and reach. 

Takeaways

• EMS agencies need to advocate for themselves and tell their own stories through PR efforts.
• Building relationships with the media is crucial for effective PR.
• Tailoring messages for different platforms and tracking their success is important.
• Getting buy-in from EMS crews is essential for successful PR initiatives. Establishing credibility and proactive communication are essential for public information officers in EMS agencies.
• Partnerships and collaboration with other agencies and organizations can help expand the audience and reach of EMS agencies.
• Managing daily tasks and responsibilities in PR requires flexibility and adaptability, as well as long-term planning.
• Crisis communication and preparedness are crucial in maintaining public trust and credibility.
• Solo PR efforts can be challenging, but team collaboration and buy-in from staff members are key to success.
• Gathering and reposting content from various sources can provide valuable material for social media and other communication channels.
• Future plans for the Richmond Ambulance Authority include highlighting cardiac arrest survivors and speaking at conferences to promote effective communication in EMS.

Chapters

00:00 Introduction and Background

04:46 Justifying the Role of PR in EMS

07:49 Current PR Initiatives

09:40 Creating a PR Calendar

12:30 Getting Buy-In from EMS Crews

14:51 Recruitment and Retention Challenges

16:28 Generational Differences in PR Participation

18:45 Managing Media Requests

20:46 The Importance of Commenting

23:10 Preparing for Negative News

25:37 Building Relationships with the Media

27:55 The Role of a Public Information Officer

29:57 Tailoring Messages for Different Platforms

35:25 Identifying the End Goal of PR

37:53 Keeping Up with Social Media Trends

40:06 Creating Internal Educational Content

42:52 Using LinkedIn for Recruitment

45:26 Sharing Weekly Statistics

48:24 Highlighting Wall Times at Hospitals

50:20 Establishing Credibility and Proactive Communication

52:11 Partnerships and Collaboration

54:25 Managing Daily Tasks and Responsibilities

57:57 Crisis Communication and Preparedness

01:02:27 Solo PR Efforts and Team Collaboration

01:06:09 Gathering and Reposting Content

01:08:02 Future Plans and Exciting Projects