ASTM F1268-90(1998)
(Guide)Standard Guide for Establishing and Operating a Public Information, Education, and Relations Program for Emergency Medical Service Systems
Standard Guide for Establishing and Operating a Public Information, Education, and Relations Program for Emergency Medical Service Systems
SCOPE
1.1 The purpose of this guide is to provide national voluntary standards and recommendations to effectively provide emergency medical service system information and education to the public.
General Information
Standards Content (Sample)
NOTICE: This standard has either been superceded and replaced by a new version or discontinued.
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Designation: F 1268 – 90 (Reapproved 1998)
Standard Guide for
Establishing and Operating a Public Information, Education,
and Relations Program for Emergency Medical Service
Systems
This standard is issued under the fixed designation F 1268; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon (e) indicates an editorial change since the last revision or reapproval.
INTRODUCTION
The Emergency Medical Service (EMS) system exists for only one reason—to serve the public. If
the system is to perform its functions, the public must be aware of it and must use it to the fullest
extent. Because the public is an essential part of the EMS system, every EMS system must support
a public information, education, and relations (PIER) component. However, because other elements
such as categorization, critical care protocols, communications, and provider training require as much
time and energy, plus the fact that most administrators lack orientation to public information
principles, there is a tendency to approach the public information, education, and relations component
in a less organized and scientific way. Consequently, PIER may suffer a lower priority and may
become a random or fragmented activity.
The fact is that people do not readily change their attitudes and behavior unless it is specifically and
immediately demonstrated to them that there is a need to do so. In this day of complex media message
sending, it is often difficult to get the attention of the general public in the first place. To achieve a
successful PIER program, it should be an organized and systematic effort, including:
(1) An assessment of the attitudes, awareness and knowledge about one’s health and access to the
health delivery system;
(2) A determination of the knowledge needs and identifiable components of the general public;
(3) A method for delivery of information that is relevant, accessible, understandable, acceptable,
usable, timely, and cost-effective;
(4) Ensure that, as much as possible, the information is integrated into attitudes and behaviors of
daily living; and
(5) Evaluate PIER objectives to assess whether or not behavioral changes have occurred, with
beneficial effect upon the individual and ultimately society, and adjusting future PIER activities as
indicated.
Education about health matters has to be interesting, enjoyable, uncomplicated, relevant, and have
some evidence of immediate concrete benefit to the individual’s activities. In EMS, some of the
programs are intrinsically appealing: for example, people might readily participate in CPR training as
it represents a dramatic and demonstrable learning process. However, citizens are less enthusiastic
about access information, abuse and misuse messages, or other facts which are to them, less dramatic
and apparently less relevant.
1. Scope 2. Referenced Documents
1.1 The purpose of this guide is to provide national volun- 2.1 ASTM Standards:
tary standards and recommendations to effectively provide F 1086 Guide for Structures and Responsibilities of Emer-
emergency medical service system information and education gency Medical Services Systems Organizations
to the public.
3. Terminology
3.1 Descriptions of Terms:
This guide is under the jurisdiction of ASTM Committee F30 on Emergency
Medical Services and is the direct responsibility of Subcommittee F30.03 on
Organization/Management.
Current edition approved Jan. 10, 1990. Published February 1990. Annual Book of ASTM Standards, Vol 13.02.
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959, United States.
NOTICE: This standard has either been superceded and replaced by a new version or discontinued.
Contact ASTM International (www.astm.org) for the latest information.
F 1268 – 90 (1998)
3.1.1 demographics—the study of the descriptive character- 6.1.2 Proper access to the system (9-1-1, telephone, call
istics of the population. They have long been used to divide or box).
segment the population. 6.1.3 Self help, for example, CPR, First Aid, Vial of Life,
3.1.2 external PIER attributes—for the public or user of the Medic Alert, and other emergency data devices.
EMS system. 6.1.4 Provision for the appropriate and timely release of
3.1.3 internal PIER attributes—within the EMS system for information on EMS related events, issues, and public relations
its participants and providers. (damage control).
3.1.4 public education—an activity that conveys knowledge 6.1.5 Evaluation of EMS.
or training, or both, in specific skills. 6.1.5.1 Importance of user and provider input.
3.1.5 public information—an activity that factually teaches 6.1.5.2 How to effectively collect and assimilate input.
what the EMS system is and how to enter and use it. 6.1.6 Current health and safety habits as they relate to
3.1.6 public information, education and relations (PIER) prevention and reduction of health risks for the public and
program—the totality of efforts in all three areas. It is ideally providers.
well integrated, unified, focused, with planning and systematic 6.1.7 Provision for recruitment campaigns for career and
execution. volunteer personnel in EMS.
3.1.7 public information offıcer—a person who dissemi-
7. Organizational Commitment to and Authority for
nates appropriate and timely facts.
PIER
3.1.8 public relations—an activity used to foster positive
7.1 There must be an organizational commitment from the
public attitudes and enhance trust and credibility about the
EMS system (See Fig. 1.)
EMS system and its providers.
7.2 To have an effective PIER program the chief executive
4. Significance and Use
officer (CEO) must be personally committed to PIER and be
4.1 It is essential to have the public’s understanding and able to make definitive decisions concerning committment of
support for the EMS system to ensure its proper development organizational resources. This CEO must assign a PIER
and utilization. director who has access to the CEO. This person may in some
4.2 This guide encompasses those procedures, consider- small areas also be the CEO. The CEO must be continually
ations, and resources that are necessary for a successful EMS apprised of the progress of the PIER program.
public information, education, and relations program. Complex 7.3 The organization must designate a responsible and
EMS systems may integrate or augment, or both, this guide in committed public information and education person with
its entirety. Less complex systems may need to collaborate demonstrated ability, who is accountable for the PIER pro-
with other EMS organizations and related agencies. Responsi- gram. This person will also provide the mechanism for
bility for this guide will vary by level of authority, that is, state, establishing standard operating procedures for the occurrence
regional, and local. (See Guide F 1086.) of unplanned events, and appropriate training for PIO’s or
4.3 The PIER tasks involve research, planning, production, others assuming that role. The PIO’s responsibility may
distribution, and evaluation. Production requires significant include, but not be limited to the news media concerning the
resources and expertise and may be done most appropriately at nature and extent of an incident and emergency medical care,
the higher level, such as regional, state, and national levels. for planned or unplanned events.
5. Statement of the Problem 8. Identify Resources and Funding
5.1 Despite the development and rapid expansion of emer- 8.1 A successful PIER program must have a source of
gency medical services following the passage of the Highway funding exclusively dedicated to PIER. Funding sources exist
Safety Act of 1966 and the Emergency Medical Services at federal, state, and local levels.
System Act of 1973, underutilization and improper utilization
of services still exists in the system. The general public lacks
information on how to access and use the EMS system
appropriately.
5.2 The public needs to learn what EMS is and especially
that it is a system, the importance of utilizing EMS, how to
access it, and what to do and not to do until the ambulance and
therefore the EMS system arrives. If the public knowledge
concerning EMS can be improved, then it is likely that
appropriate utilization of EMS will increase.
6. Elements of a PIER Program for EMS
6.1 The essential elements of an effective public informa-
tion, education, and relations program include, but are not
limited to:
NOTE 1—In order to provide the elements of the PIER program, this
6.1.1 An understanding of EMS system design and opera-
planning model should be followed.
tion. FIG. 1 PIER Planning Model
NOTICE: This standard has either been superceded and replaced by a new version or discontinued.
Contact ASTM International (www.astm.org) for the latest information.
F 1268 – 90 (1998)
8.2 Greater expenditures may be required in areas where 9.2.9 Contributory Variables—These include adjoining
hard costs such as media space and time, and morbidity and systems/resources, political and financial considerations, type
mortality from medical/trauma emergencies are higher than and effectiveness of EMS management at all levels, and
national norms. applicable regulatory factors.
9.3 Methods to Accomplish System Profile and Baseline
Study:
9. Develop System Profile and Identify Major Problem
Areas 9.3.1 Compile data already in existence from:
9.3.1.1 Census,
9.1 In developing the system profile you should utilize
9.3.1.2 Vital statistics (health, government, and planning
existing data included in 9.2.1 to 9.3.1.10. If public perception
agencies, phone companies, realtors, etc.),
data is not readily available it may be necessary to collect the
9.3.1.3 Commercial sources,
data using a valid research methodology. Development of the
9.3.1.4 Voluntary organizations (AHA, ARC, ATS),
profile will enable PIER personnel to identify broad problem
9.3.1.5 National and state agencies,
areas or possible problem areas, and other factors that may
9.3.1.6 Current EMS system data,
affect the PIER program in a positive or negative manner.
9.3.1.7 College/universities,
9.2 A statistically valid comprehensive poll must be taken to
9.3.1.8 Chambers of commerce,
establish a baseline of information on the EMS system opera-
9.3.1.9 Cultural/civic organizations, and
tion. The required baseline components of the poll should
9.3.1.10 Medical facilities registries.
include:
9.3.2 Collect data not currently in existence using valid
9.2.1 Demographic Variables—These include age, race
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