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. TakeawaysEMS 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.Chapters00:00 Introduction and Background04:46 Justifying the Role of PR in EMS07:49 Current PR Initiatives09:40 Creating a PR Calendar12:30 Getting Buy-In from EMS Crews14:51 Recruitment and Retention Challenges16:28 Generational Differences in PR Participation18:45 Managing Media Requests20:46 The Importance of Commenting23:10 Preparing for Negative News25:37 Building Relationships with the Media27:55 The Role of a Public Information Officer29:57 Tailoring Messages for Different Platforms35:25 Identifying the End Goal of PR37:53 Keeping Up with Social Media Trends40:06 Creating Internal Educational Content42:52 Using LinkedIn for Recruitment45:26 Sharing Weekly Statistics48:24 Highlighting Wall Times at Hospitals50:20 Establishing Credibility and Proactive Communication52:11 Partnerships and Collaboration54:25 Managing Daily Tasks and Responsibilities57:57 Crisis Communication and Preparedness01:02:27 Solo PR Efforts and Team Collaboration01:06:09 Gathering and Reposting Content01:08:02 Future Plans and Exciting Projects