There seldom appears to be a day go by without the opportunity to watch ourselves or colleagues in the latest episode of ‘Emergency Hero Rescues’ or similar ‘real life’ television programmes. However, the growth of such shows and inherent public interest in the emergency services brings to light the question of whether such media coverage is of benefit or risk to our profession.
For many of us, watching such programmes is a guilty pleasure, we don't want to watch, but are strangely drawn to them. How many times have you found yourself ‘tutting’ at the TV or shaking your head pointing out the error of our peer's actions? Regardless of our reactions to such programmes, public interest is difficult to deny and as such, television coverage of prehospital care is a subject for careful consideration.
The presentation of care
Only recently I watched, with interest, a programme that showed a paramedic crew attending a ‘critical’ patient (cue dramatic music) to see the paramedic driving the vehicle away using blue lights and sirens and the ambulance technician providing the clinical care. Surely this is as an abdication of clinical responsibility by the paramedic concerned with a potential breach of the Standards of Conduct, Performance and Ethics (Health Professions Council (HPC) 2008)?
Worryingly, this example is not isolated as there are a number of cases where the standard of care presented suggests potential deficiencies from accepted standards. However, this is not to say that the care actually fails to meet expectations, the editing of such programmes undoubtedly plays a vital role in the presentation of care delivered and may not always paint an accurate picture (from a healthcare perspective) for the purposes of the creative process. Certainly, we must consider each case with caution and consideration of the programme makers’ limitations in terms of material presentation; ultimately these programmes thrive on the ethos of drama, alongside a limited time space in which to showcase material. The provision of pure facts would, I am sure, often make less dramatic viewing. This poses the question, what action should be taken in the event of care that appears to fall below the expected standard?
‘The growth of such shows and inherent public interest in the emergency services brings to light the question of whether such media coverage is of benefit or risk to our profession’
Our registrant duty includes the precept that we must inform the HPC of any suspicion of wrongdoing (HPC 2008); however, can this be confidently undertaken based upon an edited snapshot? This is a decision that cannot be made lightly and requires careful thought.
The potential risk
Regardless of the understandable artistic licence of such programmes, this risk is not an impotent threat, article 22(6) of the Health Professions Order 2001 (UK Parliament, 2002) allows for the HPC to raise an investigation based on any cause for concern and not directly linked to a formal approach. In 2010-11, this generated over 21% of all investigations brought by the HPC (there are no figures for incidents raised through the media). Based on this premise, exposure through the media carries a potential risk.
As a profession, we also need to consider the image portrayed in the media. Traditionally we have been portrayed as the ‘Jack the lad’ stereotype, with a cup of coffee in hand.
While the growth of the ambulance-media relationship has led to a more professional image being conveyed, contrast these images to those of other medical staff who are commonly shown in a clinical or academic environment and you can see a divide. We strive to be recognized professionally but so often the perceptions created in real life (and fictional) programmes have served to promote a stereotype. The image of paramedics as ‘normal’ people is not, however, a distinct negative as it addresses a human element of emergency care and may provide reassurance to service users in difficult times, as we showcase the personable and calm nature of paramedics everywhere.
Enocuraging collaborations
The Department of Health (DH) document Filming in the NHS (DH 2005), lauded the presence of the media in healthcare settings and encouraged such collaborations as a route to improving the appreciation of healthcare.
We perceive ourselves as the ‘unknown’ emergency service so optimal use of the media provides great potential the recognition and understanding of the services we provide. In fact, the role of the media in the appreciation and demand for medical services is a well founded fact in the modern communications era. You only need to recall the MMR debacle to understand the influence of media reporting on perceptions of healthcare.
There is a growth in numbers of the public viewing programmes on emergency care and as such hold us in greater esteem (‘I couldn't do your job!’). The ability of the public to see the complex nature of our work surely must provide us with a platform to develop understanding and raise the perception of paramedics towards the sphere of other professions held in such high regard.
Conclusion
Media coverage is an opportunity that cannot and should not be overlooked, but the caveat of attention to the perception of our actions and ensuring an element of control over the final product should always be considered.
As a profession, we need to grasp this opportunity to influence the image of paramedics in the wider community and to portray ourselves in the manner in which we want to be perceived.
The ability to showcase our profession through the media is an opportunity that it is impossible to put a price on as the goodwill and understanding that can be generated through these activities is near limitless.