The media team Television, radio and newspapers allow the RNLI to speak to the public and this can enhance public perception, attract new supporters and reinforce current support. The RNLI employs a small team who regularly communicate with the media - the Lifeboat speaks to media relations manager, Frances Aldridge, and press officer Julia Fish to find out how it's doneWhy does the RNLI need people specifically to deal with the media? Frances: A dedicated media team knows what makes a good story. We understand that journalists have tight deadlines and that they usually need an answer yesterday. We can often spot a hidden agenda behind a simple question too.

How do you give stories to the media? F: Mostly through carefully targeted news releases.

We also talk directly to our contacts to encourage interest and offer them a unique and interesting perspective. We also arrange press days and media facilities so journalists can meet the crews, see the boats and learn more.

What about incoming enquiries? Julia: Every year we get over 2,000 enquiries from reporters and researchers with questions that usually need immediate answers. Our press officers have excellent RNLI knowledge so we usually provide the answers and, if necessary, a quote. When it comes to broadcasting we give or arrange radio and TV interviews, often in our studio.

Do you ever get asked difficult questions? J: Yes. Sometimes this is a case of not having enough technical knowledge in a particular field. Occasionally, though, we are asked difficult questions of a controversial nature. This is when we do our best to put our viewpoint across and uphold the RNLI's reputation.

Can you tell us about any particular problems? J: We've had to deal with crew disputes, love triangles and planning applications but if you haven't read or heard about them then we must be doing it right!However, the one we really dread is that call in the middle of the night when we may have to face a lifeboat disaster.

So press officers are on duty 24/7? F: Yes, we have to be prepared to deal with enquiries during the night, at weekends and public holidays.

Sometimes our honorary press officers contact us for advice too. Colleagues have been woken at 5am, others have had to send guests packing from dinner parties, and we've even been caught out in changing rooms and in the theatre.

Who are station honorary press officers? F: They are volunteer press officers based at lifeboat stations. They ensure that news about their station is quickly fed to their local media and the media team if necessary. We offer them professional training so that they can deal with the media and know what to do in a crisis.

What changes have you noticed in the media over the last few years? J: News travels faster than ever thanks to the latest technologies. We are constantly reviewing our equipment and methods - the latest service being the introduction of an internet press release service.

What other new ideas or strategies do you have? F: In 2003 we will concentrate on making the RNLI the voice on water safety matters. We seek a high profile in all media and will promote all the different areas of the RNLI's work. Much is going on and we aim to be upfront and increase awareness and support.

Frances, Julia and the rest of the media team can be reached on 01202 663323 or by email: [email protected] Aldridge Photo: Derek King/RNLI 'In 2003 we will concentrate on making the RNLI the voice on water safety matters. We seek a high profile in all media and will promote all the different areas of the RNLI's work.' Julia Fish Photo: Derek King/RNU 'News travels faster than ever thanks to the latest technologies.

We are constantly reviewing our equipment and methods...'.