09/24/2026
Who tells your EMS story when you don't?
That was the central question raised by Matt Zavadsky during his presentation, "The Trust Factor: Why Public Relations is an Essential Strategy for EMS," at EMSpire.
Public relations in EMS is not a luxury—it is a strategic necessity for the long-term sustainability of emergency medical services.
Here are the key takeaways from today's session:
1. The EMS Trust Gap: The public often sees an "ambulance ride," transportation, or a bill. They rarely see healthcare delivery, clinical care, community health resources, or the immense cost of 24/7 system readiness. If a community views EMS as merely a ride, they will not support it as a healthcare system.
2. People Connect with Stories, Not Statistics: Instead of simply reporting call volumes (e.g., "we responded to 45,000 calls"), highlight real human impact—such as cardiac arrest survivors, stroke saves, and community outreach programs.
3. The Trust Equation: Trust = Competence + Compassion + Consistency + Transparency
4. PR is Every Leader's Responsibility: Public relations isn't just the job of a Public Information Officer (PIO). Every team member is a representative of the organization, and leadership must cultivate a culture of proactive communication.
5. The Cost of Silence: If EMS leaders choose not to communicate, others will step in to define your agency's value, performance, funding, and future.
As Matt highlighted, the future of EMS will not be determined solely by clinical excellence—it will be determined by whether communities understand, value, and trust the services provided.
