1. Chapter 11 Working in the Community

2. Fire Officer I Objectives
Discuss the role of demographics in fire department–community relations.
Discuss the role of fire safety education in risk reduction.

3. Fire Officer I Objectives
List and describe opportunities for public education.
List and describe steps to develop public education programs at the local level.

4. Fire Officer II Objectives
Describe the role of the media in getting fire department information to the community.
Describe the role of the public information officer in working with the media.

5. Fire Officer II Objectives
Discuss the role of social media in community relations.

6. Introduction
Volunteer fire departments were often established by community members after a local disaster.
During the 1800s, fire stations were often used for public meetings and assemblies.

7. Introduction
The fire station continues to be viewed as a member of the community.
The fire officer is the fire department representative.
Ensures that the community’s needs are being addressed

8. Understanding the Community
Fire officer should develop a good understanding of the population and demographics of the area.
A variety of techniques may be applied to ensure that the department is delivering the appropriate services and information to the community.

9. Understanding the Community
The United States is becoming increasingly more multiethnic.
Emergency services and public education have to meet the needs of the community.

10. Risk Reduction
The fire service has a history of striving to reduce fire risk.
Today’s fire service takes on the role of preventing many nonfire incidents.
Some degree of culture shift is needed.

11. Two Levels of Need Systemic needs
Addressed through developing programs to reduce risk
Often identified at the departmental or community level

12. Two Levels of Need Individual needs
Can be encountered in private homes
Fire officer needs to learn which community programs are available

13. Two Levels of Need
A fire officer should be knowledgeable about community programs before being asked for the information.
Brochures or information packets

14. Responding to Public Inquiries
Treat all requests professionally.
Seek out any unknown information immediately.
If the request is not within your level of authority, provide a method of moving the request to the level where it can be resolved.

15. Responding to Public Inquiries
Many departments have specific policies on handling citizen inquiries.
Understand and follow these policies to avoid the appearance of unfairness or disciplinary action.

16. Public Education Programs vary greatly among fire departments.
Some have staff bureaus for public education programs.
Some adopt national programs.
Often a program is developed at the local level.

17. Public Education Public education programs: Learn Not to Burn
Risk Watch
Stop, Drop, and Roll
Getting to Know Fire
Reproduced with permission from NFPA copyright ©, all rights reserved.

18. Public Education Public fire education programs (cont’d):
Change Your Clock—Change Your Battery
Fire safety for babysitters
Fire safety for seniors
Wildland fire prevention programs

19. Public Education
Fire officers often have to transmit the program’s message to its intended audience.
The goal of a public safety education program is to prevent injury, death, or loss due to fire or other incidents.

20. Public Education Four objectives: Educate on how to change behavior
Instruct on how to perform specific tasks
Inform about fire safety issues
Distribute information on timely subjects

21. Public Education
An educational presentation is successful when it causes a change of behavior.
© Jones & Bartlett Learning. Photographed by Glen E. Ellman.

22. National and Regional Public Education Programs
Developed by:
National Fire Protection Association (NFPA)
United States Fire Administration (USFA)
Other associations and groups

23. National and Regional Public Education Programs
Fire Prevention Week
Roots in the Great Chicago Fire
Observed annually
Officially sponsored by NFPA
Reproduced with permission from NFPA: Copyright © 2013.

24. National and Regional Public Education Programs
Risk Watch
Developed by the NFPA
School-based program
Gives children and families the skills and knowledge needed to create safer homes and communities
Divides curriculum into lessons

25. National and Regional Public Education Programs
CERT
Helps citizens understand how to help in many disaster-type situations
Groups can provide assistance to victims and collect disaster intelligence
© Wilfredo Lee/AP Photos

26. National and Regional Public Education Programs
CERT (cont’d)
The Emergency Management Institute and National Fire Academy adopted and expanded the CERT materials.
CERT was moved under the Citizen Corps in 2004.
Instructors complete a CERT Train-the-Trainer Program.

27. National and Regional Public Education Programs
CERT training topics:
Fire safety and utility control
Disaster medical operations
Light search-and-rescue operations
Disaster psychology
Terrorism and CERT

28. National and Regional Public Education Programs
Maintaining CERT involvement:
CERT members should receive recognition for completing their training.
Trainers should offer periodic refresher sessions.

29. Locally Developed Programs
Many regional and national public education programs have been started within local fire departments.
Examples:
Brush abatement programs
Fireplace ash disposal programs

30. Locally Developed Programs
Five-step planning process:
Identify the problem.
Select the method.
Design the program.
Implement the program.
Evaluate the program.

31. Media Relations
Most fire departments interact frequently with the local news media.
It is in the fire department’s best interest to maintain a good relationship with the local media.
© Karin Hildebrand Lau/ShutterStock, Inc.

32. Media Relations
There are often limitations on the information that can be released.
Follow departmental guidelines.
Media interaction will impact:
Public image
Reputation
Credibility

33. Public Information Officer (PIO)
Some departments have a full-time or part-time public information officer.
Smaller departments may rely on the fire officer or a staff officer to fill this role.

34. Working with the Media Step 1: Build a strong foundation.
Look at the relationship with the media as a business relationship.
Be proactive.
Find out the contact information for reporters.
Find out print and television deadlines.
Make sure news representatives know how to contact you.

35. Working with the Media Step 2: Proactive outreach.
Use the media to communicate the department’s objectives and missions.
Use press releases or hold press conferences for important information.

36. Working with the Media Step 3: Measured responsiveness.
Present a positive image of the fire department.
Be honest and factual.
Be wary of a reporter who comes with a highly inaccurate or slanted viewpoint.

37. Press Releases Used to make an official announcement
Should be dated and typed on department stationery
Brief
Powerful leading paragraph
Personalized

38. Press Releases

39. The Fire Officer as Spokesperson
Every fire officer should be prepared to act as spokesperson.
Even if the department has a PIO, other fire officers sometimes have to use these skills.
The most common interaction is an interview.

40. The Fire Officer as Spokesperson
NFPA interview guidelines:
Be prepared.
Stay in control.
Look and act the part.
It is not over until it is over.
© Jeff Greenberg/Alamy Images

41. Social Media Outreach Tips on using social media: Plan a strategy.
Commit.
Be authentic.
Be current.
Be social.

42. Social Media Outreach Tips on using social media (cont’d):
Maintain quality.
Tailor content to each venue.
Be interesting and entertaining.
Consider timing.
Track results.

43. Social Media Challenges
Social media comprise electronic communication through which users share information in online communities.
Use of social media is immediate and far-reaching.
Even minor events can quickly escalate.

44. Summary
The fire department is a community-based function of local government.
Each community has special needs.
The best method of preventing fire injuries and deaths is to prevent the fire.
The same is true for other types of incidents.

45. Summary
Some requests that citizens make may not be within the fire officer’s authority.
Goals, objectives, content, and delivery for public education programs vary.
Specialized associations and groups have developed national and regional public education programs.

46. Summary
The development of public education programs is usually assigned to an individual or group specializing in the area or to a fire officer.
Most fire departments have frequent interactions with the local news media.

47. Summary
Some fire departments have a full-time or part-time public information officer.
A press release is used to make an official announcement to the media.
Every fire officer should be prepared to act as a spokesperson for the department.