The Certified Ambulance Public Relations Officer (CAPRO) course has been specifically designed to equip EMS leaders, supervisors, and public information personnel with the knowledge and practical skills necessary to effectively communicate the value, impact, and challenges of modern EMS systems. The primary learning objectives are:
- Describe the role and strategic importance of public media relations within Emergency Medical Services organizations
- Develop clear and consistent messaging that communicates the mission, services, and value of an EMS agency
- Demonstrate effective media relations techniques
- Apply crisis communication principles to EMS incidents or organizational challenges
- Design a comprehensive EMS public relations strategy
Who should take this course?
- Public Relations Officers
- Public Information Officers
- Community Outreach Coordinators
- EMS leaders involved with public messaging, media, community engagement, and/or Incident Communication
- Admin staff responsible for social media
By the end of the course, participants will have developed the foundational skills needed to serve as effective public relations leaders within their agencies and help shape accurate, positive, and transparent narratives about EMS.
Click HERE to learn about upcoming CAPRO Live Trainings.
CURRICULUM
About 13 hours of instruction.
- Foundations of Public and Media Relations in EMS
- Messaging and Brand Building for EMS Services
- Relationships with Elected & Appointed Officials
- Managing Complaints
- Working with the Media
- Crisis Communication and Incident Response
- Digital Media Strategy for EMS
- Community Engagement and Public Education
- Explain the role and importance of public and media relations within an EMS organization.
- Differentiate between key EMS stakeholder audiences, including media, the public, policymakers, and partner agencies.
- Apply patient privacy and HIPAA principles when balancing public information needs with confidentiality requirements.
- Develop clear, compelling messages that articulate the value and services of an EMS agency.
- Describe the core components of EMS branding, including tone, voice, visual identity, and consistency.
- Evaluate agency messaging for clarity, consistency, and alignment with organizational values.
- Explain the unique roles and expectations of elected and appointed officials as EMS stakeholders.
- Design communication strategies that foster effective, long-term partnerships with public officials.
- Prepare informational materials and presentations tailored to elected and appointed audiences.
- Identify effective methods for receiving, documenting, and acknowledging EMS-related complaints.
- Implement structured practices for investigating and resolving complaints consistently and professionally.
- Assess complaint trends to inform quality improvement and public trust initiatives.
- Demonstrate effective techniques for building and maintaining professional relationships with media representatives.
- Conduct media interviews using best practices for clarity, confidence, and message control.
- Analyze media engagement scenarios to ensure compliance with HIPAA and patient privacy standards.
- Apply crisis communication principles when responding to incidents that attract public or media attention.
- Demonstrate effective communication strategies under high-pressure or rapidly evolving incident conditions.
- Evaluate incident communication responses to identify strengths, weaknesses, and opportunities for improvement.
- Apply social media strategies to build community engagement and public trust.
- Analyze common social media risks and pitfalls and recommend mitigation strategies.
- Establish guidelines for appropriate employee use of social media in alignment with agency policy.
- Design community engagement initiatives that increase EMS visibility and public education.
- Position EMS services within a broader public health framework through targeted outreach efforts.
- Demonstrate effective public speaking and presentation skills for community and civic audiences.
- Synthesize course concepts into a comprehensive, actionable public and media relations plan for an EMS agency.
MAINTAINING YOUR CERTIFICATION
CAPRO Recertification Requirements
Once certified, CAPROs maintain their credential through annual continuing education. Here's what's required each year to stay current.
annually
- Media Relations and Press Communication
- Crisis Communication
- Reputation Management
- Community Engagement Programs
- Government Relations and Public Policy Communcation
Ways to earn CEU credit
It's the responsibility of the CAPRO to obtain a CEU Certificate and enter it on the NAAC website prior to its expiration date. If you plan on attending a conference and don't see the NAAC CEU Approved logo, please contact the Conference Organizer and request that they apply for approval of their training for NAAC CEUs.