Policy on media relations - principles and guidelines for PCRS-UK Executive members

Background

The media is a highly powerful means of communication. However an effective media relations plan requires significant investment to develop and implement, supported by a press office who can initiate and follow up activity, as well as handle enquiries. Availability of spokespeople is a key issue. There are also significant risks of working with the media; spokespeople need to be well briefed and experienced at handling journalists. For these reasons PCRS-UK has historically not invested in media activity and has had a very limited presence, albeit it has always responded reactively to press enquiries.

In 2014 we recognised the need for key PCRS-UK Executive members to be confident to handle media enquiries and invested in media training (via Asthma UK). In addition, we engaged a communications consultant (Francesca Robinson, freelance journalist) to support the communications activities of the Society, and ensure a co-ordinated effort across member communications (emails, e alerts, Primary Care Respiratory Update) social media and media relations.

Albeit we still have only very limited communications capacity / resources or experience, we are now better placed to:

  • Pro-actively issue statements to the primary care media and identify /brief potential spokespeople for agreed major priorities (eg significant new NICE guidelines, national audits).
  • Respond to press enquiries as/when they arise (which is relatively infrequently): enquiries going to the PCRS-UK office are routed to the communications consultant who decides with CE/ Chair PCRS-UK Executive/other appropriate lead how to respond
  • Ensure statements for internal use (and if necessary reactive use externally) are available where we anticipate an issue that may result in press (or other ) enquiries (eg RA closure)
  • Work with other organisations, such as Asthma UK/BLF to provide comments/ spokespeople on joint projects/issues of shared interest: in these instances we
  • Still rely upon the other organisation which has well-resourced press/communication teams to drive/support the work
  • Provide a copy of the agreed press statement/briefing to PCRS-UK Executive/other key members so they are aware of the activity and know how to respond should they be contacted by the media
  • Identify authors and provide articles as/when opportunities arise through the media: such initiatives generally consume more time than anticipated, particularly if PCRS-UK is to achieve appropriate promotion/publicity out of it and such needs to be carefully prioritised

A quarterly summary of communications activity is provided by the communications consultant to PCRS-UK Executive.

Complications can arise where PCRS-UK Executive and committee members are contacted by the media and asked to comment / for an interview. The following guidance has therefore been developed for PCRS-UK Executive, regional leads and other committee members (whose details are included on PCRS-UK website) as to how to deal with the media.

Guidelines for handling the media

The following guidelines are proposed for individual PCRS-UK members contacted by the media and asked to comment / for an interview:

  1. Ensure you are clear on whether you are being asked for a comment as an individual expert or on behalf of PCRS-UK. If it is the former, make your own judgment as to whether it is something you wish to comment on and if it is please:
  2. Ensure they do not quote you as a representative of or speaking on behalf of PCRS-UK
  3. Promote PCRS-UK membership/resources as appropriate to the topic and ask them to include PCRS-UK website address/details if possible (standard PCRS-UK statements for use in such situations are available from /PCRS-UK office).
  4. If you are asked to speak on behalf of PCRS-UK, clarify with the journalist what it is they want you to comment on / discuss so you can make an informed decision as to whether you feel confident that you can represent PCRS-UK's view on that topic. If in any doubt, please contact the communications consultant (Francesca Robinson; , tel 01962 862972)directly and/or the PCRS-UK office via or tel. 01675 477600 either to ask advice on how to handle or to pass the enquiry on.
  5. Never feel you have to comment - it is acceptable to say you are not in a position to speak on behalf of PCRS-UK/on that subject and to pass the enquiry on.
  6. Never feel pressurised or compelled to respond immediately whether via email, phone or face to face contact (unless you feel absolutely confident on the topic), but arrange a time to get back to the journalist or confirm that you are passing the enquiry on (alternatively provide the communication consultant/ CE / PCRS-UK office details directly to the journalist). You can also ask them to put their enquiry in writing and give a written response, which gives you time for a more considered response.
  7. Ask to see the final copy and in particular any quotes before it is published

Reviewed by PCRS-UK Executive: March 2014

Reviewed by Trustees: April 2014

Updated and approved by PCRS-UK Executive / Trustees: (November 2015)

Next review date: June 2016

The Primary Care Respiratory Society, is a registered charity (Charity No: 1098117)
and a company limited by guarantee registered in England (Company No: 4298947)
VAT Registration Number: 866 1543 09

Registered offices: Unit 2, Warwick House, Kingsbury Road, Curdworth, Warwickshire, B76 9EE

Telephone: +44 (0)1675 477600 Facsimile: +44 (0) 121 336 1914 Email:
Website:

PCRS-UK; media trained members and approved spokespeople

Media Trained (July 2014)

Noel Baxter

Andy Whittamore

Sandy Walmsley

Stephen Gaduzo

Other approved spokespeople (media trained independently and /or PCRS-UK leads )

Iain Small (former PCRS-UK Executive Chair)

Steve Holmes ( Education Lead & former PCRS-UK Executive Chair and

Kevin Gruffydd Jones (Clinical Policy Lead)

Duncan Keeley (Policy Lead)

Rupert Jones (Research Lead)

Hilary Pinnock (Primary Care Respiratory Update Editor )

Carol Stonham (Nurse Lead)

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