The ambulance service: Working in partnership with the media

Session Information

The media landscape is changing fast, and ambulance services are under more scrutiny than ever before.

In this session, Nicola Ash and Nic Moorhouse from South Western Ambulance Service share how they’ve shifted from high-volume, reactive media handling to bigger, more impactful moments.

Drawing on live broadcasts with BBC and ITV, and the relocation of Channel 4’s 999: On The Front Line to the South West, they explore how proactive media partnerships can reshape public understanding and boost internal pride.

This is a practical, honest look at how a proactive media strategy can also help strengthen colleague morale and engagement.