Every once in a while, a call comes in that causes a knot in the pit of your stomach as soon as it's toned out. It's probably a fire in a place where you know you're going to face myriad challenges, not the least of which is all the media scrutiny that's sure to follow. But if you've already established an office of public information, you're one step ahead of the game.

An effective public information office and, more importantly, a public information officer, makes the job of any chief that much easier. The PIO should be the first point of contact for any media outlet that wants information about a major incident within the chief's command. The idea is to get accurate information out as quickly as possible.

Retired Chief Brian Dixon of the FDNY agrees. “The most important thing about having a PIO is that the correct information gets out to the public you serve,” he says. “Framed right, the PIO can publicize the great work that the fire department does.” Dixon should know — he was with the FDNY's public information office for eight years before retiring in January.

Set up your office

If yours is a busy metropolitan department, an office of public information will need to be staffed around the clock. A smaller department or fire district can survive with one or two PIOs who keep in contact by pager or cell phone. Smaller departments also can pool their PIO resources.

Public information officers should have several important qualities:

• They should be veteran firefighters who can translate what the incident commander says into a viable sound-bite or quote for the media.
• They should have some writing experience, especially if they will be issuing press releases during downtime.
• They should have a balance of confidence and sensitivity. The media can be pushy, and a PIO needs to know how to handle reporters who are on deadline and want to get in, get the story and get out. Yet the PIO should know enough not to give out sensitive information prematurely.
• They should respect the chain of command, knowing when to let the IC make a statement and when to keep the media at arm's length.

“We stay in the background … until the incident is over, where the commander can take a few minutes to talk,” says Frank Gribbon, deputy commissioner of public information for the FDNY. “He's running the show. He knows most of the information, but we try to have a quick briefing with him before he makes his pronouncements to the press. We remind him of the important stuff, such as response time, any injuries, number of units on the scene, etc.”

Community awareness

Tom Holly is a lieutenant with the FDNY and former chief of the Halesite Fire Department, Huntington, N.Y. When he was in office, Holly tapped fellow firefighter Dan McConnell to be his PIO.

“I looked for a polished PIO,” Holly says. “I wanted someone well-versed in the fire service, who presented a good image and was a good representative of the fire department. I needed someone who could speak to a group of school children or in front of a 500-person audience, and Dan fit the bill.”

McConnell did indeed fit the bill. The insurance client executive has been a volunteer firefighter for 15 years and served as PIO from April 2000 through April 2002, while Holly served as chief of department. That also was the timeframe of Halesite's 100th anniversary, and, of course, the Sept. 11, 2001, attacks on nearby New York City.

“It was a busy time,” McConnell says. “Besides all the activity and press releases surrounding Halesite's centennial, I also wanted to make the community aware of our contributions to the efforts in the wake of 9/11.” McConnell says he wrote numerous press releases and articles about his department's activities to let the taxpayers know what the volunteers had been up to. In addition to keeping the media apprised, he worked to secure proclamations and letters from officials to honor his department's 50-year members, and helped promote Halesite's 100th anniversary parade. McConnell says it was time well spent.

“The main value was to make sure the community was aware of what their fire department was doing, in a way that provides recognition for the members,” McConnell says. “Remember, they don't get paid, and they make numerous personal sacrifices, so seeing their work promoted is a nice form of payment.”

What to tell, and what not to

While there's value in getting the message out to the media, sometimes it's wise to wait until all the details are in. That's why it makes sense to have a selected PIO speak on behalf of the department.

“We have media training for chief officers,” Gribbon says. “We have a discussion on what to expect when dealing with the media and talk about the need to have your facts right. We also delve into the proper way to field a question, such as don't allow yourself to be badgered; you don't always have to answer the question directly; and know how to respond to the media.”

Gribbon also tells his charges that they always should be honest when dealing with the media, as it's to everyone's benefit to build trust. That feeling of trust can come into play when you need to buy time, such as during an ongoing incident when the media is dogging you for answers.

An official PIO creates trust, according to Charlie Barker, PIO for the Knoxville (Tenn.) Fire Department and president of the National Information Officers Association. “By having someone completely dedicated to the job, they become a contact point for all media,” Barker says. “Having someone in that role, they can develop relationships over time with a media outlet. You might get the benefit of the doubt if you've established an ongoing relationship and something goes wrong.”

Unfortunately, all the trust in the world doesn't change the fact that the needs of the media aren't always compatible with those of the fire service. However, a PIO can play a critical role in bridging that gap.

“The media have deadlines and you have to respect those deadlines,” says Dixon. “When you're on the scene, [the PIO] has to detach … from the incident to get the details and the story. The incident commander is there to fight the fire. Your job is to keep the press away from him.”

Drawing attention to the PIO will help keep the media away from the incident commander while he or she is busy directing teams. A distinctive jacket or vest that stands out, with the letters “PIO” plainly visible, helps the media identify the person who can answer their questions. A turnout coat in a color that's different from a firefighter's coat is also helpful. Some departments issue a shield that slides over or replaces a firefighter's regular helmet shield.

It also makes sense for the PIO to establish a staging area for the media, far enough away from the command post so as not to be distracting, but close enough so TV reporters can record their visuals and print reporters can see what's going on and accurately report it. It's a fine balancing act, but it can be done with a little forethought and planning.

Improving media relations

Once a PIO is in place, every member of a fire department needs to follow his or her lead where the media is involved. We're all human, and the first reaction of many people when asked to “say a few words for the camera” is to step right up and do so. But if it's a firefighter at a major incident who has been asked to comment for TV, trouble could be around the corner. Many times, people will say what's on their mind, even if it's not in the best interest of the department.

Without a PIO fielding questions, things can go wrong very quickly. For example, Denis Murphy, current commissioner of the North Bellmore (N.Y.) Fire Department, relates a tale about a public hearing on Long Island where a fire department (not his) was asking for funding to build a bigger fire station:

A reporter in attendance asked, “Why do you want this?” A firefighter in the audience, who was not a PIO, answered in this manner: “Well, we want a bigger lounge, a place to relax.” As might be expected, pandemonium ensued from the taxpayers in the crowd. It was, in short, a public relations nightmare, with the community now up in arms and the fire department's request in jeopardy.

Such a scenario does not have to be the norm if the legwork of letting the media know that the department has an office of public information is done early enough. Then if questions should arise, reporters know where to go for the straight answer. In turn, a PIO needs to give that answer as soon as possible.

Jerry Sanford, PIO of North Naples (Fla.) Fire Control and Rescue, is a big believer in building relationships with the media that covers his district. Until 1997 Sanford was press secretary to then — New York City Fire Commissioner Thomas Von Essen, and he had one message he gave to all of his PIOs:

“Always return calls to the media. You can dispel a lot of rumors if you just go out there and give them something. This way, you have some kind of fire department voice in their story, instead of the press saying, ‘The fire department could not be reached for comment.’”

Keep your name out there

Every department has slack periods when nothing major is happening, but PIOs still should keep the media informed about the fire department's other activities. Even the most mundane training drill can hold a fascination for the general public. One or two photographs with an accompanying story will gladden the heart of any newspaper editor looking to fill space.

Certain times of the year also lend themselves to fire department press releases. Warnings about fireplaces, candles, space heaters and holiday lights in the winter, and cautions about propane barbecues in warmer times and warmer climes can all serve to make the public an ally in fire prevention efforts.

The bottom line is this: A PIO working with the media in a timely fashion can only serve to keep the fire department's good name at the forefront of the public's mind. As PIO McConnell of the Halesite Fire Department puts it, “You have to want to tell the people of the good work you and your colleagues do. If you're proud of it, it will show.”

---

A 32-year veteran of the Rockville Centre (N.Y.) Fire Department, Rory J. Thompson has served as PIO for more than 25 years. He's also a recipient of the Nassau County Fire Commission's Gold Medal of Valor. He can be reached at roryjthompson@netscape.net.

What to know, what to do

Thinking of starting your own office of public information or appointing a public information officer? Here are some tips to keep in mind:

• Get administration buy-in

  If you can get the powers-that-be on your side from the start, your job will be that much easier. Be sure to emphasize that good public relations benefit everyone.

• Appoint experienced people

  Make sure your PIOs are seasoned firefighters who can write and speak clearly. This is no place for probies.

• Set a clear mandate

  Your PIO should know what to tell the media and what not to. Further, he or she should defer to the incident commander whenever feasible.

• Establish boundaries

  All firefighters should be aware of their PIO's role and refer any media queries to that office. A year's worth of good work can be undone by one errant comment from uninformed personnel.

• Always talk to the media

  Even if they have nothing to report at an incident, your PIO should say, “We have nothing for you at this time, but we'll get back to you shortly.” Then make sure that happens. Any comment is better than having a TV reporter say, “The fire department couldn't be reached for comment.”

• Be available

  Make sure the media knows how to reach your PIO at all times. Keeping the media on your side is as simple as picking up the phone when they call.

Great minds think alike

If you already have a PIO but want to help him or her do a better job, log on to the National Information Officers Association's Web site, www.nioa.org.

Charlie Barker, PIO of the Knoxville (Tenn.) Fire Department, is the founder of the site and president of the organization. “We're largely made up of emergency service PIOs, but we welcome anyone who deals in public information on an emergency basis,” he says.

A quick look at the site's roster shows that Barker's not kidding. It list fire chiefs, line officers, police officers and PIOs from all walks of life. “We're at 750 members from both the U.S. and Canada, and we're still growing,” Barker says.

Membership gets you a bimonthly newsletter, online stories, tips, hints and updates, as well as an invitation to the annual training conference. This year's event was held in August in Nashville. It included a basic PIO class plus in-depth forums that dissected last year's news-making stories — the shuttle explosion, the sniper shootings and the Laci Peterson murder — and how those events were handled by various PIOs.

Barker emphasizes that the site is still growing. One feature that's planned is a members forum for ongoing discussion of issues important to PIOs.

Membership in the NIOA is $60 per year.

Bouncing back from retirement

Jerry Sanford, a 31-year veteran of the FDNY, retired in 1997 as press secretary to then — Fire Commissioner Thomas Von Essen. He moved to Naples, Fla., and was ready to relax, but the sirens kept calling to him.

He found himself a job with North Naples Fire Control and Rescue as its PIO. “I'm still going on runs,” he says on his 65th birthday. “I get to the scene, look around, take pictures, write up a report. In the FDNY, we had a complete forensics department. Here I take my own pictures, both stills and videos. Basically I'm a one-man show,” he says with pride.

Sanford has made an effort to build up good relations with all the media people in his jurisdiction. “I always give them something,” he says. “I call it my Reader's Digest version. Just the facts, but enough for them to add to their story.” He also takes time to get to know the reporters. “I'll call them in to talk, take them to lunch. I tell them, ‘There's no time of day when you can't reach me; I'm always available.’”

Such availability pays off in terms of good coverage for his firefighters. Sanford's district covers eight square miles, with six fire stations, 130 firefighters and 25 people on any given shift. The members of this fire district, the largest in Collier County, respond to all types of calls, but a majority of them are rescues.

If the name Collier County rings a bell, it should. Last fall, three men of Middle-Eastern origin were allegedly overheard in a fast-food restaurant plotting some violence. Police gave chase into Florida, stopping the men on a highway in Sanford's district. The story received worldwide attention, and Sanford appeared on numerous TV stations, giving the media the fire department's point of view.

You can't buy good public relations like that, but for PIO Jerry Sanford, it was all in a day's work.