By Brycen Garrison
When I stepped into the role of fire chief, some key staff were missing. The PIO had left the organization before my arrival, and the board was now asking for the role to be filled quickly. The problem: I had other pressing issues that required my attention first, and I knew I wanted to create something different. It took some time to develop a new way to move forward, but we got there.
For the past two decades, fire departments have largely followed the same patterns in public communication. I envisioned something unique for our PIO role – something nontraditional that would reshape how we communicate with our community. But what is the most important thing we should share as a fire district?
The answer was clear – our community. To us, community means both our fire family and those we serve. With that in mind, we sought ways to promote the best of our organization while ensuring that our communication reflected what truly matters. We realized that our people are at the heart of everything we do. They are the ones who carry out our mission, vision and values through every action they take.
However, we didn’t want to simply highlight their roles within the fire district. We wanted to showcase who they are as individuals – what brings them joy and fulfillment beyond their professional responsibilities. By doing this, we could foster a deeper understanding of our people and their motivations. That’s how we arrived at the idea of focusing on the personal passions of our team members and sharing those stories with our community.
This approach serves multiple purposes. First, it reinforces the importance of work-life balance, not just talking about it but actively supporting it. By highlighting what our firefighters are passionate about outside of work, whether it’s antique cars, fitness or flying planes, we help create a culture that values personal well-being. More importantly, it teaches our members to focus on what truly matters in life, not just their careers but the things that make them whole.
An unexpected benefit of this communication shift was how it connected us to a broader audience. People in the community who share similar interests began to see our fire district not just as emergency responders but as individuals who share their passions. Fitness enthusiasts connected with our emphasis on health and wellness. Car lovers found common ground with firefighters who restored antique vehicles. These connections strengthened our ties to the community in ways that traditional fire department communications never could.
From the outset, we knew we didn’t want our public messaging to center around fires, crashes or medical emergencies. These incidents often represent some of the worst moments in people’s lives, and it felt inappropriate to use them as a form of outreach. Instead, focusing on our people became our guiding principle. We believe the future of the fire service lies in continuing to share the best of who we are as individuals and as a community.
Interestingly, firefighters are sometimes hesitant to step in front of a camera or share their personal interests. But the response from our community has been overwhelmingly positive. Time and time again, people have reached out to express how much more connected they feel to our fire district after getting to know the individuals who serve them. They see what drives us, what motivates us, and how our personal passions translate into our work as first responders.
For many of us, this isn’t just a job; it’s a lifestyle. But it’s a lifestyle that integrates many different elements, not just firefighting. Our passions, strengths and personal disciplines enhance who we are as individuals, as a fire district, and as a community.
I challenge all of you to examine how you communicate with your community. Find ways to share stories that are truly centered around your people and the individuals you serve. When we shift our focus from incidents to the heart of our organization – our people – we build trust, connection, and a fire service that is stronger and more deeply rooted in the community we protect.
ABOUT THE AUTHOR
Brycen Garrison is the fire chief of the Brighton Fire Rescue District in Colorado. Garrison has over two decades of leadership experience in emergency services, having previously served as assistant chief of training and special operations for the City of Thornton Fire Rescue, and having worked as a rescue tool specialist, teaching advanced extrication techniques to firefighters across the country. Garrison holds a master’s degree in emergency services management from Columbia Southern University and a bachelor’s degree with an emphasis in psychology and sociology from Colorado State University. He is a Certified Fire Officer (CFO) and previously a Chief Training Officer (CTO) through the Center for Public Safety Excellence (CPSE). Garrison is also a part of multiple fire chief associations, boards of directors and community leadership groups.