I just received an outrageous e-mail about a new political candidate in our congressional district whose campaign rep requested the pleasure of our company at an event taking place sometime at a restaurant in our community. I say sometime because no date or time was listed on the e-mail invite, just the restaurant. A rather small oversight don’t you think.
The lack of proofreading while ridiculous is not what got me angered. What did is the fact that as first responders, in our roles as firefighters, EMT’s, Chiefs, PIO’s etc. we really must maintain an apolitical posture. This e-mail smelled like a good opportunity for this candidate to have some photo opp time with folks in uniform. You want to tour our department and hear in a straightforward manner about what we do and how we serve the community, that’s fine, but don’t put us into one of the rings of your traveling circus.
This past Saturday night I was part of a standby crew that did an overnight shift at a neighboring volunteer fire department. We brought an engine and an ambulance to their house to answer calls during their department’s installation.
I was never of big fan of playing golf. I’ve played in the past but I find it kind of boring and frustrating to take part in. The main reason though that my trips to the links are currently at naught is the pressure I feel teeing off on the first hole.
The spring is a traditional time for many Fire Department installation ceremonies and dinners. It’s a cautious time for many PIO’s though. While these occasions should be a time to celebrate our department leadership and accomplishments, many in the community question the costs and motives of such events.
I just read an article in the Public Relations Strategist about how social media is reshaping PR. The story reviewed the incident a few months back between Southwest Airlines and portly film director Kevin Smith who was bounced off a flight because of his weight. Some say the Smith problem was sincere others say he instigated the scene to draw media attention to a new film. Nevertheless Southwest was confronted with Smith’s powerful Twitter presence where he was able to inform his 1.5 million followers about his grip with the airline.
I was on the phone yesterday with a college president I know who asked me if I or anyone in my Fire Department ever encountered an “Ambush” journalist at the firehouse front door. She had been confronted by a TV consumer complaint investigative reporter who does a segment a few times a week about viewer problems. The reporter and camera crew were waiting for the president to arrive at work.
The FDNY is currently trying to unravel the details concerning an allegedly drunk individual in uniform, sleeping at the entrance to an apartment building following St. Patrick’s Day festivities in New York.
A difficult situation unfolding for the Jacksonville Beach Police as the department PIO and detectives released a photo to the media of a suspect in a crime that they were looking to bring in for questioning. The problem? The suspect being sought was innocent and misidentified.
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There’s a baseball expression about a swift trip to the major leagues before heading back to the minors being called “a quick cup of coffee.” If you like your coffee instant and on the run, head for a PIO job in the New Mexico Lieutenant Governors office.
At a recent fire exhibition on Long Island a fellow PIO asked if I had a couple of minutes to talk to him about a problem he was having. A number of people in his community were complaining to members of his volunteer department about what they thought was the excessive costs involved in running and maintaining a motorized drill team to compete. So upset was the Chief of Department that he asked the PIO to send a release to the local papers extolling the virtues of motorized racing. The only problem is the PIO agrees with the community complaints.
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.
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.
I have taken a few days to review all the public information related quotes pertaining to the plane crash and fire in Austin, Texas.
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.
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.
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.
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.
I’m writing this post as an introduction to a topic I will frequently cover. I understand that the core job of a PIO, whether it be in a volunteer or paid department, is to provide information to the public and media. In our world this task is a 24/7 job that keeps our plates quite full. Many PIO’s do not engage in marketing or brand identity, but solely concentrate on providing public information. For those PIO’s whose responsibilities extend into the marketing arena, developing your departments brand is essential to maintain a high public perception of the type of service you provide to the community.
The use of Twitter, Facebook, Linkedin and YouTube can be valuable tools for your Department to use to reach out to the public. While internal controlled social media has become a bonanza for getting across significant information at a rapid pace to a wide ranging audience as well as building your Fire Department’s brand image, there are also some major pitfalls.
