Media Relations Guidelines

Pembroke Regional Hospital staff and physicians welcome the opportunity to work with the media. All media relations enquiries, including interviews with families in hospital, are coordinated through the Public Affairs and Communications department.

Media Relations Policy

Pembroke Regional Hospital has a media relations policy that governs all media related activities. As such, media relations activities are conducted in the spirit of mutual respect and as part of a partnership that PRH has established with the news media. The media relations program at PRH is anchored in the following principles:


  • To respect the wishes of patients and families when asked to participate in media relations activities;
  • To ensure that in the course of conducting media interviews/photographs, the privacy and confidentiality of other patients is protected and safeguarded;
  • To respond promptly to media inquiries and coordinate media interviews in a fair and equitable manner;
  • To solicit news coverage that further enhances the profile of PRH;
  • To conduct media relations activities in the spirit of transparency and accountability.

Media Relations Procedure

Enquiries by the Media

  1. All media inquiries are to be directed to the Public Affairs and Communications department (613) 732-3675, extension 6165. Media relations assistance is available during office hours or assistance can be obtained for urgent matters that cannot wait until the following business day by calling (613) 635-3631.

Media Visiting Pembroke Regional Hospital

  1. While on hospital premises, all members of the media must be accompanied by the Public Affairs and Communications coordinator (or her designate) for the duration of their visit.
  2. Public Affairs must be notified in advance of an intended visit by the media to the hospital. The Public Affairs and Communications Coordinator will greet the reporter(s) and escort them throughout their visit.
  3. Cameras are not permitted in the Emergency Department at any time.

Media Relations for Patients and Families

  1. Participation of PRH patients/families in media relations activities while at the hospital are managed by the Public Affairs and Communications department. The Public Affairs and Communications department will work with clinical staff to solicit the participation of patients/families when appropriate.
  2. Patient consent is required before a photo or an interview with a patient takes place. A media consent form is used for that purpose.
  3. Patient consent, either verbal or in writing, is required before an interview takes place between a patient and a member of the media. If the patient is under 16, a parent or guardian must be present for the interview.
  4. Reporters who have contacted patients/families to secure an interview must notify the Public Affairs and Communications department of their intent to interview a patient at PRH. The Public Affairs and Communications Coordinator will accompany them during their visit.

Patient Condition/Case of Public Record

  1. Media requests pertaining to the condition of a patient are directed to the Public Affairs and Communications department.
  2. The Public Affairs Coordinator will release patient condition if the identity of the patient has already been disclosed publicly and if the patient and/or their family has granted PRH permission to do so.

Definitions of patient conditions:

Good: vital signs are stable; patient is conscious and comfortable; prognosis is either good or excellent

Fair: vital signs are within normal limits; patients is conscious and may be uncomfortable; may have minor complications

Serious: acutely ill with questionable prognosis; vital signs may be unstable or not within normal limits

Critical: questionable prognosis; there are major complications and death may be imminent

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