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. (Read more from our new PIO below.)
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.
BONUS PERSPECTIVE
Ty Ono, PIO for the Brighton Fire Rescue District, shares his perspective on the department’s public information strategy that moves beyond incident-centric reporting and adopts a more personalized approach, emphasizing the people who make up the Brighton Fire Rescue District:
From day one, I aimed to showcase “the best of us” in a distinct way that uniquely reflects our mission, vision, and values. But what exactly does that all mean?
Redefining the PIO role isn’t just about using different tools — it’s about shifting the philosophy of what communication is for. Traditionally, public information officers in the fire service have been responsible for responding to incidents, issuing safety alerts, and handling press inquiries. While those responsibilities remain essential to our position, they are no longer the whole picture.
My role is just as much about curating stories that build emotional resonance — stories that invite our community in and reflect our culture back to ourselves. We are no longer just narrating what happened but shaping how we are known.
Moreover, involving our line (as well as admin staff) to actively participate in these stories bridges the gap between institutions and individuals, between the badge and the person behind it, and shows the humanity within the uniform. As a result, we expand opportunities to be relatable to those in the community we serve. Relatability breeds empathy, and empathy builds trust. (Side bonus: When our efforts require increased funding--via a tax or mill levy--we’ve already curated an empathetic and trustworthy narrative of our organization within the community that has lowered the barriers of opposition.)
So, how do we do it?
Video has been the cornerstone of my modus operandi in curating these stories. Why video? I’ve long believed in the power of video to develop meaningful, lasting connections. When done with intention, video is immersive, allowing viewers to see, hear, and feel the story being told. I’ve long believed in the power of video to cultivate meaningful, lasting connections. Video, when done with intention, allows viewers not only to see but also to feel the story being told.
I previously mentioned “emotional resonance.” It’s long been known that people are more moved by emotion than by logic. Video does an excellent job of eliciting emotions. When people see our faces, hear our voices, and feel our passion for what we do, they can’t help but be moved by our sincerity and authenticity.
Remember, this work is not static. Redefining the PIO role means staying responsive — not only to emergencies, but also to culture, morale, and the pulse of the public and the energy within our fire district. It means asking better questions: What does our community need to understand about us right now? What are we not saying that needs to be said? What stories aren’t being told — and why?
It’s an honor to serve in this space, building something that feels new and deeply necessary. I hope the model we’re creating at Brighton Fire Rescue inspires other departments to reimagine their approach to public communication — not as a box to check, but as a powerful opportunity to connect, lead, and humanize.
