EMS Week Articles
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Assign a media relations contact
Decide who will be responsible for representing your organization to the media. This person may be a PR professional or someone in your organization who has some media relations experience. Many colleges have entire departments devoted to media relations and helping to get your message out. This person does not have to be a certified EMT, but should be someone that is familiar with your organization and EMS.
Research the media
Research your local media to identify the key reporters and editors. Browse their web sites and search their archives for EMS-related stories. Find out who reported the stories and the store angle, and thing how you can shape similar stories in the future.
Develop a media sourcebook
Once you identify key media resources, keep a directory of their contact information. Determine their rules for submitting press materials (fax, e-mail, mail, etc), and enter that information in your media sourcebook. This list should be updated quarterly.
Get to know reporters and editors
Meet with reporters and get to know them on a first name basis. Find out how you can sever their needs also. The intention is to have them call you first for a quote of an interview the next time they do a story requiring an EMS source.
Respond to media calls immediately
If the media contact you, return the call as soon as possible. Reporters are on deadlines and the easier you make their job, the more often they’ll turn to you. Think like a journalist Ask yourself these questions before contacting the media:
- Is the information significant?
- How could the readers / viewers / listeners benefit from it?
- Is the store timely?
- Is it local or does it have local impact?
- Is the information new or different?
Offer an Exclusive
Public information personnel also should know that the media is a competitive business, and reporters like exclusive stories.
For this reason, mailing or faxing the same press release to multiple media outlets may not result in coverage. Press releases are good ways to request that the media publicize your event in the newspaper or on a website, but they may not be the best approach to garner more in-depth event coverage.
Instead, develop a media pitch tailored to a specific reporter; then call that reporter and offer the story as an exclusive.
Other tips for EMS Week Media Coverage
Identify deadlines for each news outlet. Remember that monthly magazines plan their publications months in advance, and community-based weekly newspapers often work weeks ahead.
Plan an event with good visuals. No one wants to cover a meeting.
Work on your media relationships year-round so you are not cold-calling before EMS Week.
Recognize that you are competing with other community events and news for time on the air or in the newspaper. You have to make your event appealing, while at the same recognizing that event coverage is often out of your control.
Alert reporters in advance and follow up several times as the event approaches.
Giving an Interview? Here are some important interview tips
Be prepared. Write down your notes and review them before the interview.- Be concise. Speak in “sound bites” - phrases that can be used easily in broadcasting.
- Say the name of your agency during the course of the interview as many times as you can without carrying to the extremes.
- Be honest. If you do not know, say so.
- Remember, everything is on the record.
- Never speak negatively of another agency.
- Be courteous and helpful to the media.
- Be yourself.
- Be aware of trick questions from reporters.
- Avoid long pauses while speaking on camera.
- Be aware of competition between broad cast stations and newspapers. Do not show any favoritism.
- Remember the WHO, WHAT, WHEN, WHERE, WHY, and HOW of an incident of event.
- Do not wear sunglasses.
- Do not chew gum.
- Check your grooming.
- Avoid staring at the ceiling, floor, or walls when answering questions.
- Check for distracting body movement.
- Avoid flashy jewelry and accessories.
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Imagine a Story
Like mini movies, PSAs should immediately grab your attention, tell a story and drive home a message. “The first thing to do before creating a PSA is sit down and determine your goals,” said Executive Producer Eddie Sperling, owner of EMS Broadcasting (www.911-tv. com) “What do you want your PSA to accomplish? Begin there.”
Determine a Budget
Josh Weiss, public information officer for Southwest Ambulance, advised that budget comes next. “Once you decide how much you want to spend on a PSA, a lot of other decisions will be made for you.” Budget figures include the cost of equipment and software if you do it yourself or the expense of working with a creative agency.
Write a Script
With goals and budget in mind, the next step is to create a script. “Keep it simple,” Weiss advised. “Get your message down to one sentence, then find a five-year-old and explain the concept. If he or she understands it, you have a winner.” Also make sure the script includes a call to action — an tollfree number or Web site where you can drive the viewer for more information, suggested Bill Goodwill of Goodwill Communications, Ft. Lauderdale, Florida.
Lights, Camera, Action!
When it’s time to shoot scenes, shooting in local, recognizable areas can be a good idea, but studio shots save money. Keith Simon, public information officer for Acadian Ambulance of Lafayette, Louisiana, mentioned a highly effective PSA promoting a CPR class that was done with only a black screen and white subtitles. In the background were the sounds of someone suffering a heart attack. “You could hear heavy breathing and someone calling 9-1-1,” he recalled. The subtitles told viewers what was taking place, but there were no visuals, only audio.
Once your scenes are shot — by you or a professional — they will need to be edited, and then the finished product will need to be duplicated. Check with your target media outlets to determine what format they prefer.
Distribute the PSA
Finally, you’ll need to distribute the PSA. “Make sure the PSA is in the right format for the station and that it’s no longer than 30 seconds,” advised Melissa Harvard of Casablanca Consulting in Beverly Hills, California. “Ten to 15-seconds have a much better chance of airing.”
“Remember, PSAs can be sent to multiple markets,” Goodwill said. “Use television to reach a broad audience, then use radio and newsprint to target specific demographic groups.” Harvard suggested video streaming on the Internet as an effective tool, especially on your own Web site.
When a television or radio station or newspaper uses your PSA, don’t forget to say thank you. It may be the best way to ensure your PSA will air the next time you send it.
Sample Public Service Announcement
Southeastern University Emergency Medical Services
P.O. Box 93
1027 Monroe Street
Southeastern, NY 12196
Day and Date of Event : November 7, 2022
Time of Event : Starts at 2:00 pm for approximately two hours.
Location of Event : Sunderland Dormitory, Southeastern University, 1027 Monroe Street, Southeastern NY.
Type of Event : Campus EMS Demonstration and Mock Accident.
Cost : Free to the public.
Details : Southeastern University EMS in conjunction with local fire departments will be hosting a mock accident training drill on the campus of Southeastern college. The community is invited to watch the latest in rescue techniques and procedures as a two car accident will be simulated. The college will also be hosting MedCenter1, the regions aero medical transport service. Tours will be provided.
Contact Information :
John Smith, Captain,
SUEMS
Box 5
1027 Monroe Street
Southeastern, NY
(802)-555-1212
Further Details : Event is weather permitting. Parking is available in campus visitor lots only.
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When creating a media release, consider the following
- Unlike public service announcements which are intended to be read or announced, a media release is intended to be published and should be written in a letter / paragraph format.
- Just as a public service announcement, a media release requires the same “Who”, “What”, “When”, and “Why”.
- Editors and writers appreciate receiving media releases written in a format proper for immediate publishing. By eliminating the need to rewrite of edit your media release you increase the likelihood it will be printed.
- A media release is not written for the intended audience, it is written for a journalist. A journalist is looking to fill a new need.
- Ensure that the publication you are sending your media release to is the appropriate publication for your target audience.
- Attempt to find a reporter that commonly reports on EMS related activities…address your media release directly to that reporter.
You should use proper formatting when creating your media release
- You need to include release information. For example, Release on [date] or FOR IMMEDIATE RELEASE.
- Include appropriate contact information prior to the body of the media release.
- Full name and title of contact.
- Address of contact.
- Phone number of contact.
- Relevant website of organization.
- Email address of contact.
- Include a suggested title for your announcement.
- Include an article formatted body describing your announcement
Sample Media Release
FOR IMMEDIATE RELEASE
Contact:
John Smith, Captain.
Box 5
1027 Monroe Street
Southeastern, NY
(802)-555-1212
http://www.suems.com
Southeastern EMS partners with local volunteer fire departments to raise money for equipment.
Southeastern, NY -- October 15, 2022
Southeastern University EMS, the primary emergency response organization for Southeastern University has partnered with several local fire departments to raise money for new equipment. By the end of the month, they hope to raise $10,000 for the purchase of mass casualty equipment.
Starting this month you can expect to see Southeastern members, along with fire department personnel, collecting money at traffic lights and other intersections in the area. According to John Smith, captain of Southeastern EMS, “This is a great opportunity for members of the campus community to join together with other local organizations for a great cause.”
If you care to support this cause please contact Southeastern University EMS directly by calling (802)-555-1212.
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Planning Your Presentations
The first key to effective presentations is tailoring to particular audiences. Analyze your audience and address their interests and perspective. Consider whom you will be talking to – professionals, students, an audience of mixed ages, or mostly adults? Will all of the people attending your presentation come from your immediate community? Give examples of EMS responses that they can relate to. If possible, phone several people who plan to attend in advance to assess what they hope to learn from your talk. This will also help you determine how to best structure the presentation and lead the workshop discussion.
Don’t forget that the best way to achieve the results you desire is to give local examples. The audience will be more interested if you can include examples of real EMS calls or information specific to the community. Explain what EMS is and how it works in your community. Be prepared to answer common questions, such as if individuals have a choice as to what hospital they are taken to, or if friends and relatives can ride along with them. Use real data from your organization to show what kinds of emergency calls members of your community most frequently make.
Finally, emphasize how to use the EMS system quickly and responsibly. Be sure to explain how EMS can be contacted in your area. Be sure to recognize certain areas using 911 versus areas using seven-digit numbers. Also, provide information regarding when an ambulance is actually necessary, and cite examples of when misuse of the system has impeded response to serious emergencies.
Keeping the Audience Involved
People are more likely to remember information presented if the style of presentation is conversational: Let the audience know their participation is invited and anticipated. Start by asking the audience what they hope to learn from the workshop. Later, ask them to share personal experiences to illustrate the situations that you have been discussing. Plan to cover certain topics, but respond to your audience by expanding on their responses. Below are some examples of questions to lead a discussion:
- Who would you call in a medical emergency?
- What constitutes an “emergency?”
- Do you keep emergency numbers near your phone?
- What information should you give the dispatcher when calling for help?
- What should you do until help arrives?
- Does everyone in your dorm know this information?
Presentation Topics
Use the following talking points to help in developing your workshop presentation. They are written in conversational style to help in adapting them to your presentation:
Introduction: Oftentimes, if first aid and emergency medical care can be provided quickly, death and disability can be reduced or prevented. This community provides pre-hospital care for medical emergencies via EMS. The purpose of the presentation is to help understand how to efficiently access the EMS system.
What is EMS: EMS stands for emergency medical services…a life-saving system providing prehospital care. Our purpose is to stabilize and transport patients quickly and safely to appropriate medical facilities.
Who is EMS: Who are the people making up the emergency medical service? We are your peers and fellow students. We are dispatchers, first responders, EMTs, paramedics, nurses, and physicians. We respond in ambulances, fire trucks, law enforcement vehicles, and helicopters.
Purpose of EMS: The purpose is to help people in emergencies… medical emergencies, motor vehicle accidents, trauma, and natural or man-made disasters. The medical treatment we provide ranges from immobilization to advanced cardiac care. While we work both “on-scene” and “en route” to the hospital, we are in constant contact with physicians to ensure the best medical care possible.
Ten Tips for Better Public Speaking
Know Your Material
Pick a topic you are interested in. Know more about it than you include in your speech. Use personal stories and conversational language—that way you won’t easily forget what to say.- Practice, Practice, Practice
Rehearse out loud with all equipment you plan on using. Revise as necessary. - Know The Audience
Greet some of the audience members as they arrive. It’s easier to speak to a group of friends than to strangers. - Know The Room
Arrive early, walk around the speaking area and practice using the microphone and any visual aids. - Relax
Ease tension by doing exercises. Transform nervous energy into enthusiasm. - Visualize Yourself Giving Your Speech
Imagine yourself speaking, your voice loud, clear and confident. Visualize the audience clapping—it will boost your confidence. - Realize That People Want You To Suceed
Audiences want you to be interesting, stimulating, informative, and entertaining. They don’t want you to fail. - Don’t Apologize
Don't apologize for any nervousness or problem—the audience probably never noticed it. - Concentrate On The Message-Not The Medium
Focus your attention away from your own anxieties and concentrate on your message and your audience. - Gain Experience
Experience builds confidence, which is the key to effective speaking.
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Networking is one of the most effective and inexpensive ways for EMS managers to promote their service to others. It’s an essential skill because it can help you develop partnerships and build contacts that can promote your service. “Networking will quickly open doors for you,” said paramedic and emergency room physician assistant Jamie Bingham of Paducah, Texas. “It’s a great way for you to promote your service and to educate others about what you do.” EMS managers should participate in local networking opportunities through the chamber of commerce, Rotary and other service clubs, Toastmasters, even as troop leaders for scouts. “For an EMS manager, one of the best networking opportunities is through the local boards within your community,” Bingham advised. By joining a local board — whether it’s a school district, a nonprofit organization or a public agency — you’re in a better position to inform other key decision-makers about your EMS service. Networking also is one of the best ways that an EMS organization can maintain a high level of understanding, education and support within the community.
If you’re not networking, you’re “not working,” according to Andrea Nierenberg, consultant and author of Million Dollar Networking and Nonstop Networking. “The goal of networking is to discover new business opportunities, build and nurture those relationships, and keep powerful contacts for life,” she explained.
Networking is not about constantly selling your service. That’s the negative connotation that most people associate with networking. “Some people only use networking when they need something,” said Nierenberg. Rather, she suggested, networking should be “about relationship building, creating a connection, communication and follow-up. Nobody does something for us until they build trust.”
When you’re networking, Nierenberg said, always look for the opportunity to help others first. Ask questions, gather information, offer contacts and advice. Then, those people will be there for you when you need them.
Six Tips to Become a Better Networker
- Develop a 20-second pitch
Want to get people’s attention immediately? Nierenberg recommends that when you’re introducing yourself to people outside of emergency services, instead of saying you work for an EMS service, tell people you serve the community’s emergency medical needs. Then you can go delve a little deeper of who you work for and a little about your organization. - Take the initiative
Don’t wait for people to come to you. Approach them first. Before attending an event, do some research on the groups that you know may be there. “Always be thinking proactively,” advised Nierenberg. - Nurture your current contacts
Always ask people their preferred method of contact. Then touch base with them as often as you can. - Listen and ask questions actively
According to Carrie Perrien Smith, owner of Soar with Eagles, a performance consulting company in Arkansas, concentrate on learning about the people that you meet in a network setting. “You should be engaged and interested,” she advised. “Don’t be afraid to ask personal questions, such as what city they live in or where they are from. Ask about their families. They aren’t just business contacts; treat them like new friends.” Nierenberg added, “When you listen, you will learn who they are, what is important to them, how you can help them, and how they can help you. It all starts with giving; give your ears and learn from the other person.” - Always carry your business cards
“Business cards are the currency of the networking transaction,” Smith said. If you happen to arrive at a networking event without business cards, make sure you get the card of the other person and send information the next day. - Think about how you could help those you meet
Ask yourself in every conversation, “How can I help this person?” One of the best ways to promote your EMS service is to build relationships with others in the community. People want to do business with other people they like and trust. Use a networking event as an opportunity to get to know people better and find out how you can help them grow their business. Your networking will be successful once you start looking at it as a way to help others