Many large fire departments have assigned public information officers who are professionally trained and skilled at their craft – but most departments do not. I know firefighters who dread interactions with the media, but these experiences don’t have to be negative. In fact, they can help share important insights about the department with your community.
Media management tips
Furthermore, recent high-profile events serve as a good reminder that any of us could find ourselves in an interview situation at a moment’s notice. With this in mind, the following tips and suggestions can make encounters with the media more comfortable, even productive, for you and your department.
- Relationship-building: First, it is important to form relationships with local media partners long before a three-alarm fire in the middle of the night attracts the attention of reporters. Reach out to your local TV stations, newspapers and radio stations. Introduce yourself to the editors and producers – they’re the people to call if you want the media to cover a department event. They’re also the ones who are likely to lead coverage of disasters and large fires.
- On-scene interactions: If members of the media show up on your scene and the incident commander assigns you to interact with them, find them a safe space that does not impede operations but allows them to view the scene from a public area. Members of the media are just trying to do their job, so respect that. If the media impedes the scene, it is OK to ask law enforcement to escort them back to a safer space. Remember that these relationships are valuable, and establishing mutual respect goes a long way toward working together to meet each other’s operational needs.
- Legal mindset: When speaking to the media, be honest and transparent, but keep in mind what legally can and cannot be said. For example, in the event of a fire or incident with casualties, be mindful of HIPAA regulations. In the case of arson, coordinate with your local law enforcement agency to make sure you don’t jeopardize their investigation. If media members are on the scene, assume that anything your department is doing may be broadcast to the public.
- Safety mindset: While it is always important to operate within your department’s guidelines and OSHA regulations, you definitely want to ensure this is happening with media on the scene. Even an innocent action that in and of itself may not warrant a safety concern can be captured in a moment where something looks questionable and can be taken out of context. It could be a moment where a member not in PPE is picking up a hose and moving it, but if captured just right it might appear that a firefighter is preparing for a fire attack without PPE.
- Public education moments: Fire scenes aren’t the only places you’re likely to encounter the media. Sometimes reporters call ahead and you have time to prepare; other times they just show up. They may be looking for a story on a slow news day, or they may want to know how your department is preparing to respond to an impending hurricane or winter storm. These are prime public education opportunities, and you should embrace the media with open arms. When reporters show up at our department’s doorstep with storm preparation questions, I take the opportunity to convey messages about the dangers of fallen powerlines and flooding hazards. Interviews about winter storm preparations are a great time to discuss space heater and generator safety and remind the public not to heat their homes with ovens or bring grills inside. And in every interview, our department stresses the importance of working smoke alarms. Finally, your department may have upcoming events that you want to publicize; this is where those relationships with the media come in handy.
- Press conferences: If your department needs to hold a news conference, several factors should be taken into consideration. First, a substantial event likely has occurred that is causing your department or its leadership a certain level of stress. This could be a multiple fatality fire, a severely injured firefighter, or even an unfortunate incident where your department’s integrity and reputation are on the line.
In any of these situations, it’s important to control your message to the media. In today’s world, social media users will create a story if you don’t provide one. Manage your messaging as you would a fire scene: in a confident, controlled and methodical manner – and always expect curveballs. These curveballs can come in the form of uncomfortable questions that must be answered in a balanced but honest way. In addition, if a news conference is necessary, minimize the number of speakers. It is best to limit the presence behind the podium to handful of subject matter experts or the department’s executive team. At times, politicians may attempt to co-opt these moments to grandstand or make a statement. This can detract from the message you are trying to convey and does not benefit the public.
When it comes to uncomfortable questions, whether operational or about alleged wrongdoing in the department, always provide an answer. If you say “no comment,” it looks as if you’re trying to hide something, which risks harming the public’s confidence in your department’s integrity. That doesn’t mean you should air all your dirty laundry, but it does mean that if your department is investigating a person or situation, you should convey that honestly. Details of an investigation are not required – and may be legally protected – but let your audience know the department will investigate anything questionable, get to the bottom of it and hold people accountable.
- Professionalism: When your department personnel are in the press, they represent your department, your community and themselves. Professionalism matters here as much as it does operationally on a fire scene. During these interactions, dress in a department uniform if possible. If your department is volunteer and you show up in street clothes, consider donning turnout gear. This public display of professionalism goes a long way in building confidence and trust.
Final thoughts
You’re sure to interact with members of the media, and frequently those interactions will occur in the face of stressful or uncomfortable situations. But your interactions don’t have to be negative. In fact, they come with the opportunity to build relationships and educate the public.
As with everything we do, it is important to train and be prepared for media interactions. Give your local TV station a call and have a conversation with a reporter or producer in which you share information on each other’s operations. This is a great way to build relationships. There is no need to fear the media; rather, strive to manage your information dissemination as you would your emergency scene – methodically and with confidence and control. But don’t forget to watch out for the potential curveballs headed your way.
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