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Lesson Objective Explain the types of media, its use

as a fire prevention tool, and messages to be delivered

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IntroductionDuring fire season, stories about

major wildfires appear in all types of media

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How many of these stories present information about fire

prevention?

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Fire Prevention And The Media Requires An

Aggressive Approach!

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Remember, When Dealing With The Media To Follow

Agency Protocol!

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Working “With” The Media

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Most effective way to increase awareness

Communicate to more people

Provide a link to the public

Relay information to stem panic and rumors from spreading

Why work with the Media?

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Report areas NOT involved

Educate the public on fire safety

As an employee in the fire service, you are the expert

You represent your agency

You have the knowledge, and it should be shared

Show and Tell

Continued

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Basic Principles Of Working With The Media

FIRST and FOREMOST!Friend vs. FoeBuild a strong partnershipYour information and knowledge the public wantsIn the future, the media may want you as a sourceStart early - preseason

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Basic Principles

SECOND……….

Treat all news media equally

Release the same information

Don’t play favorites

Can destroy your credibility

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Basic Principles

THIRD…….

They are extremely pressed for time

Approach in a timely manner

Respond positively

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The Fire Prevention Specialist Role With The Media

The media controls the content, length, times, and frequency of publications and broadcasts

An interview of any length should be comfortable and invigorating

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Your Role

Welcome the interview challenge

Master your role

Be the best you can be

Be as good as the interviewer

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Fire Prevention Messages

Analyze the community and the wildfire problems. Don’t waste time on problems that do not exist.

Determine the groups of people that can help solve the problem, decide what they need to know, and that’s the message.

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Target Audiences For Fire Prevention Messages Might

Include:Fireworks users

Off-road vehicle users

Outdoor recreation users

Hunters

Children playing with matches

Wildland urban interface homeowners

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Messages Targeted For These Groups Might Include:

Prevent wildfire

Use approved spark arresters

Don’t burn toilet paper, bury it

Put fires dead out!

Don’t play with matches

Protect your home from wildfire

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Messages might include:

The message depends on the time of the year and the current or predicted situation.

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DIFFERENCES BETWEEN THE MEDIAS

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Need highly detailed informationLike to have several sourcesAppreciate local story ideasNeed photo opportunities, maps, etc.The City and Feature editors are important

contactsDeadlines vary

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May get your message acrossAllows more time for you to speakCan handle a lot of informationWrite own stories from what you provideWant good photo opportunities

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Radio is an often forgotten medium, but can provide the most effective means to reach target audiences.

Radio news is immediate and ready to deliver your message now.

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Radio needs current, concise information with short soundbites.

Small stations may only have one person, while large stations have reporters, producers…….

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Want fast information-interviews 30-60 seconds

Broadcast every hour to half hour

More of your message (not personality)

Taped or live interviews (edited)

It’s an interview not a conversation

Talk radio

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Television is a powerful medium, remember reporters and photographers want to be where the action is.

T.V. news needs strong visuals and sound bites.

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Depends on visuals / Work fast

Taping 1-2 minutes to an hour

Gets across your feelings

Good locations

NO “off the record”

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If Relations With The Media Have Not Gone Well, ………

Talk to the reporter

Offer to clarify information

Ask how to be of better assistance

End on a positive note

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What To Do Or Not Do

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DO’S

PrepareAssume recordedOffer toursRespect deadlinesPracticeMedia lawsListenWhole story

Treat equally

I don’t know

Anticipate questions

Correct their mistakes

Suggest stories

Organize

Wear proper attire

Stay on the message

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DONT’S

Fake it

Off the record

No comment

Use slang

Speculate

Flippant remarks

Sunglasses

Argue

Say everything at once

If you don’t want it used, don’t say it

Disappear

Names of injured…

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Sunglasses Hat

Uniform

Proud

Hands

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YOU

ARE THE EXPERT

YOU

ARE THE EXPERT

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• The key to a successful interview is preparation and practice.

• You are the professional. • It is your opportunity to educate the

public and represent your agency.

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The media is a powerful tool that you should utilize, become a partner

Be familiar, it loses its threat

Always smile

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Summary and Review Lesson Objective

Explain the types of media, its use as a fire prevention tool, and

messages to be delivered

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