{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fa-duty-to-act.simplecast.com%2Fepisodes%2Frichmond-ambulance-authority-mastering-media-7voc_gtg","width":444,"version":"1.0","type":"rich","title":"Richmond Ambulance Authority: Mastering Media","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/f85c9d1c-bd84-4e06-986c-78547dc0eea7/1d7e2a81-ec46-4c74-89be-833f540dea7f/adta-spotify-cover-art-3000-png.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/c17c3ba6-7aa4-421b-8c27-292edceedaec\" height=\"200\" width=\"100%\" title=\"Richmond Ambulance Authority: Mastering Media\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"Summary\n\nMark Tenia, the Public Relations Media Manager for the Richmond Ambulance Authority, discusses the importance of PR in EMS and the challenges and strategies involved. He emphasizes the need for EMS agencies to tell their own stories and advocate for themselves. Mark shares his current PR initiatives, including creating a PR calendar and developing relationships with the media. He also discusses the importance of getting buy-in from EMS crews and the role of a public information officer. Mark highlights the significance of tailoring messages for different platforms and tracking the success of PR efforts. In this conversation. "}