I read with amazement a story that appeared in the Sunday edition of the New Haven Register titled Volunteer firefighting is the real deal, but fewer answer the call. Some of the reader comments regarding the story make it crystal clear to me that public perception of both paid and volunteer departments still lacks understanding. Many folks are downright hostile about who we are or what our motivation is to be a member of the fire service.
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Every profession has their own jargon. If we can use “deuce and a half,” set of irons,” “knock down” and “job” why can’t television newsrooms use “VOSOT” and “VOSOTVO?”
We all deal with television reporters at major incident scenes. As much as we employ our own internal jargon on the fire ground, they have their own secret language that we hear all the time. To be more media savvy it is important that we understand how they are going about their jobs.
Yesterday I reported on the story out of Las Vegas where public discontent was directed at the Fire Department due to citizen observation of full apparatus crews with their rigs parked in front of area health clubs. Firefighters, backed by current regulations, are required to workout 90 minutes a day. Department members can either work out with limited equipment in quarters or pay for their own membership and use a public gym. It is an interesting story that I will continue to follow.
Two points that come out of this local Las Vegas story that should concern every PIO is how the news traveled quickly and was almost instantaneously placed under the national microscope of analysis.
The Salt Lake Tribune just posted an interesting story about SGT Craig Martinez, the new Public Information Officer for the Orem Department of Public Safety. Martinez has scored a triple play with his use of social media via blog, Twitter and Facebook to help keep the residents of Orem safe and informed.
National Information Officers Association Annual Conference set for August 29 – September 1
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I just received an e-mail from Marlee Boenig who is serving as the current President of the National Information Officers Association. Marlee is the Public Information Officer for the Bowling Green Fire Department. Her e-mail was to remind readers of The Fire PIO that the 2010 NIOA Conference will be held August 29 through September 1, 2010 at the Sheraton Sand Key Resort, Clearwater Beach, Florida. Mark the dates in your calendar!
The Las Vegas Fire Department is catching the ire of many residents who are upset at seeing fire apparatus parked in front of health clubs while entire crews workout during shift hours. This is a potential full community mega ton public relations bomb that can be diffused with some communications finesse.
NATO forces in Afghanistan Chief, US Army Gen. Stanley McChrystal made a public apology, with translation in Dari and Pashto, to the Afghan population for an unintentional attack that killed 27 civilians a few days ago. McChrystal is attempting to be more transparent and forthright with public information distributed to the Afghan population.
Occasionally The Fire PIO will reach into his old hydrant bags of tricks to make life easier in various situations for my fellow PIO’s.
Here’s one that has allowed me for many years to breeze through a buff show or conference exhibition hall while my colleagues are stuck in heavy floor traffic.
I have taken a few days to review all the public information related quotes pertaining to the plane crash and fire in Austin, Texas.
From an Austin Fire Department perspective they did all the right things. On the fire ground their response, attack and search all followed SOP. During the initial news conference Austin Fire Chief Rhonda Mae Kerr spoke briefly, discussed the fire, thanked the Department and applauded the response of the entire unified command in the city. She turned the investigation over to the FBI.
With all the snow in the northeast during this bitter winter a good old “Adopt a Hydrant” program was in order. I am happy to report that it was a big success, due in no small part to the new strength of the word “public” in public relations.
In the midst of an audience that looked like they were placed there as part of a juicer infomercial, and a script that sounded like a 19 year old killer reading remarks prepared by his lawyer before a death sentence, Tiger Woods failed as both a person and convincing communicator.
Away from the fire house, in other work that I do, I have quite a bit of interaction with the United States Army and several of their PAO’s. I have been amazed over the last few years of the new openness the Army is exhibiting to the media as well as their attempts to start embracing various forms of social media.
The most practical government applications for Twitter are in public safety and emergency notifications. I’m currently kicking around a blueprint for exactly how I can use Twitter more effectively to keep the community instantaneously informed of fires, road closings from MVA’s, power outages etc.
From a PIO standpoint, I thought I would never say this, but I would rather see a total press blackout then continue to allow the blather coming out of government official’s mouths about the tragic fire in Flint, Michigan last Saturday night that took the lives of four young children.
In my duties as PIO I also serve as photographer and videographer. Strange how the powers that be assume that a solid knowledge of public information also comes with a degree from a school of photographic arts. I truly enjoy taking action shots at run scenes but staged group shots are sometimes a challenge.
That being said, I did go to photography school in a way via Art Leonard.
From a community and public relations perspective things are not looking good in Flint, Michigan. First, response time was questioned in the tragic fire last Saturday night that took the lives of four children ages 1-4, and now the Mayor of Flint announced today that 23 firefighters will be laid off tomorrow. The layoffs will leave just 65 firefighters in a city of 118,000. Flint can also lose two fire stations, which would leave just 3 for the entire town. The city is trying to close an $8 million budget shortfall.
Pittsburgh EMS has been thrown into a controversy after a Hazelwood man died February 7th who had called EMS 10 times over a two day period seeking help for a stomach ailment. It is a terrible tragedy to be sure. From a Public Information standpoint, the Pittsburgh Public Safety Director Michael Huss and Mayor Luke Ravenstahl have been blunt with their reactions to the episode. It remains to be seen what happens over the next several days but initial reaction has fulfilled some of the main tenets of The Fire PIO’s 7 primary responses to a crisis.
The critical eye of the electronic media will view us in greater real time as more and more outlets start using the LiveU system. The system bridges the bandwidth gap needed for live video transmission by “bonding” together multiple cell phone circuits, and according to many news outlets, could substantially reduce the cost of newsgathering and increase their amount of live coverage at breaking scenes.
Many of us have been following the tragic townhouse fire in Flint, Michigan this past Saturday that took the lives of four children ranging in age from 1 to 4. A full investigation is underway to determine two key issues. The first is how the blaze started.
Currently the theory is that one of the children’s fathers allegedly fell asleep while babysitting with food on the stove. Some neighbors claim he was not in the building at all when the fire raged.
The second issue, more germane to The Fire PIO, is how the Flint Fire Department will answer allegations that their response time was inadequate, and what the closing of a local firehouse might have played in the tragedy.
The intricacies of what we do in the fire service can seem alien to many reporters who cover us. Can we actually tackle this lack of expertise without making the journalist feel like we are questioning their lack of knowledge in firematic matters?
I’ve had this happen to me as a PR person both inside and outside the fire service. When I feel my department’s credibility might be questioned by the public due to a journalists lack of understanding, I can still be both gracious and firm making sure that they adequately grasp the subject matter.
Here’s my take on the issue. Please comment to me on any of your own tactics.
In the fire service we are in a business of numbers – Engine 3, Battalion Two, there were 14 people left homeless by the fire; we answered 3,000 alarms last year. I must admit that at times I wonder what the appropriate way to convey a number in print copy is.
I always love going to the firehouse on an early Sunday morning and having a cup of coffee while shooting the breeze with those congregating before Church or gearing up for a day with the family. I didn’t expect to drink my coffee today while getting hammered for not holding the lofty position of Czar of all Media.
I’m trying to get my arms around this whole subject of “citizen journalism.” Where at one time our biggest dilemma was trying to figure out if a local stringer was the real deal, we are now confronted with any private person with a camera phone being able to call themselves a journalist. This is not some cottage industry. CNN, Fox and a host of newspapers like the Washington Times all encourage citizen journalism.
In my humble opinion the quickest way for us to become instant villains as well as guilty until proven innocent is to utter the words “no comment.”
In a sticky situation that begs for solid crisis communication techniques the two most dangerous words you can ever tell a reporter is “no comment.”
“No comment” renders you powerless over a story involving your department. It invites reporters to talk to other people who might not hesitate to put their spin on your issue. Worse yet, it makes you look defensive and unsure how to truthfully answer.
Believe me, I am not shilling for any business, but I find great value in a number of the free webinars that are held by Cision. I have used Cision services since they acquired Bacons.
