Get on TV! How to Promote EMS in the Media
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.
