Media protocol

This protocol provides information on the Viapath approach towards media relations and provides guidance on how media enquiries should be handled.

Aim

A fair and accurate representation of the organisation in the press will help enhance the reputation of the organisation and build confidence in the services we provide.  Every employee has an important role to play in protecting and promoting the public image of Viapath.

Media Enquiries

Any media call should be referred to the External Communications Manager (ECM).  No employee should speak to the media on behalf of Viapath without having cleared it first with the ECM or the Chief Executive, except to take the details of the enquiry to pass on.

In the event of a media enquiry, the ECM will:

log the enquiry (time of call/brief details of the nature of the enquiry/name of caller, their organisation and their telephone number/email address
decide whether Viapath is the correct organisation to respond.  The call may be more appropriately handled by a customer or a partner

If the enquiry should be answered by Viapath, the ECM will email the enquiry to the appropriate senior employees to establish the facts and seek suggestions for an appropriate response.

Where appropriate external stakeholders will also be consulted which may result in a joint approach.

Having established the facts the ECM will approach the Chief Executive with a handling plan detailing:

• The issue
• The factual background
• A suggested response to the enquiry
• Who should speak to the journalist
• If the call is from radio/TV,  advice on whether/who to do an interview

When the Chief Executive has signed off the handling plan the ECM will see that it is implemented and monitor any resulting coverage.

Out of Hours media calls

Out of hours media calls may in the first instance be directed to the relevant Trust media team.

Guy’s & St. Thomas’ Hospital          -        0844 822 2888 (pager no. 847704)
King’s College Hospital                   -        020 3299 9000 (on-call press officer)