PUBLIC RELATIONSPUBLIC RELATIONSandand

PRESCRIBED FIREPRESCRIBED FIREChapter 3: Certified Prescribed Burn Chapter 3: Certified Prescribed Burn

Manager trainingManager training

Fire Ecology and Management 2011

Leda Kobziar, School of Forest Resources and Conservation

Modified from Jennifer Hinckley’s Original

Prescribed Fire Specialist

Wildland Urban Interface Coordinator

U. S. Fish and Wildlife Service

ObjectivesObjectives

Explain the difference between agency and individual responsibilities

Identify public fears and how to address them

Identify tactics for building a good Prescribed Fire public relations program

FloridaFlorida

1950 – 2.8 million residents

1970 – 6.8 million residents

2005 – 17.8 million residents

2010- 18.2 million 35 million acres of land People are going to see us

conducting burns

PUBLIC Concerns/PerceptionsPUBLIC Concerns/Perceptions

Forest DestructionWildlife MortalitySmokePollutantsHealthMore?

BENEFITS of Good PRBENEFITS of Good PR

Public Support Favorable Press Program Continuation Improved Management of Florida’s Flora and Fauna Public Welfare

Image- what do people think?Image- what do people think? Examples? Who is responsible for image development?

Image DevelopmentImage Development

Abraham Lincoln said the following about PUBLIC SENTIMENT or public opinion

“Public sentiment is everything. With it nothing can fail. Without it nothing can succeed.”

IMAGE for you and your employer/ agency is not necessarily what we are but it is always how we are PERCIEVED.

Image DevelopmentImage Development

Public relations is the art of convincing others that

“We are the good guys” Good public relations results in

a positive public image for prescribed fire

Public relations is your program to develop and maintain

ImageImage

Maintaining a positive image for prescribed fire is essential.

Ingredients of a Ingredients of a POSITIVE IMAGEPOSITIVE IMAGE

AttitudePreparedness and

Proper EquipmentProfessionalismTeamwork

AttitudeAttitude

POSITIVEFriendly & CourteousEnergetic & Enthusiastic

VS.

Preparedness (Equipment)Preparedness (Equipment)

Properly Maintained

Clean Functional Correct Equipment

for the Task

ProfessionalismProfessionalism

CourteousOpen-mindedGood at listening Confident

– Don’t be afraid to say “I don’t know but will find the answer for you” then follow up

Fitness- both physical and mental

AGENCY RESPONSIBILITIESAGENCY RESPONSIBILITIES

PolicyTrainingFundingStaffingEquipmentCommitment and

Direction

INDIVIDUAL INDIVIDUAL RESPONSIBILITIESRESPONSIBILITIES

Communication Skills

Salesmanship and Representation

Personal Commitment

Personal Growth

EVALUATE and ASSESS EVALUATE and ASSESS YOUR IMAGEYOUR IMAGE

Remove Yourself/ BE Objective Watch and read as much as possible

concerning wildfires and prescribed fires www.fireleadership.gov

Listen to BOTH friend and foe BE HONEST:

Accept what you find Don’t be a spinmaster

Examples…good or bad for Examples…good or bad for prescribed burning?prescribed burning?

(Fort Riley tallgrass prairie burning) http://www.youtube.com/watch?v=6sJsPkIx1A8&feature=related

(black capped vireos do need fire) http://www.youtube.com/watch?v=WOWde_CN0RY&NR=1

(Juniper Prairie Wilderness fire, March 11-21, 2009) http://www.ocala.com/article/20090313/ARTICLES/903131003

Be conscious of “bad press” (Red flag political add) http://www.youtube.com/watch?v=u4OlcgnNDtE&feature=related

PR Planning PR Planning (RACE a simple 4 Step Process)(RACE a simple 4 Step Process)

ResearchAction planCommunicationEvaluation

PR Planning - ResearchPR Planning - Research

Identify audiences Identify key people to help spread

message Develop list or summary of information to

be communicated Develop strategies and methods for

communication Develop a list of reference resources that

can provide pertinent information

PR Planning – Action PlanPR Planning – Action Plan

Develop a written plan– How, what, when and where

Identify your target audiences (attachment #2)

Modify your program as appropriate for that audience

Develop a fact sheet (attachment #1)Develop a contact list

PR Planning – CommunicationPR Planning – Communication((ImplementationImplementation))

Consider the basics of good interpersonal relations (attachment #3)

Include all the elements of good public relations in your program (attachment #4)

Follow “Do’s and Don’ts of working with the media (attachments #5 & #6)

Work to develop a rapport with local media

PR Planning - EvaluationPR Planning - Evaluation

Final step - RACE But the first step in beginning a new

cycle of process How will you determine the outcome of

your efforts? How will you know your objectives were

met? How will you measure success?

SUMMARYSUMMARY

Public Relations is essential for Prescribed Fire

GOOD Public Relations can enhance a sound Prescribed Fire Program

Images are formed from a collection of Individual actions- everyone is responsible.

Formal Planning is a key ingredient for both Public Relations and Prescribed Burning

Public RelationsPublic RelationsKeeping Fire On Our SideKeeping Fire On Our Side

At issue was whether Brown, who had permission from the South Carolina Forestry Commission to conduct the burn on his Cordesville, S.C., tree farm, should be held liable for the firefighting costs after wind blew the flames into the adjacent national forest.

Although Brown maintained that he acted responsibly, a Forest Service investigation found him negligent for, among other reasons, having little more than water-filled garbage cans on the back of a pickup truck for fire control. The agency determined that, according to federal law and policy, Brown should be fined and pay the firefighting costs.

The congressman fought back -- hard. Brown has denied threatening the Forest Service, saying he merely discussed the need

for a change in federal statutes to give authorities more discretion to waive violations when no negligence is involved. He also has acknowledged discussing the enforcement policy that spring in a meeting with then-Forest Service Chief Dale Bosworth and Mark E. Rey, undersecretary for natural resources and environment at the Department of Agriculture..

On March 12, the Forest Service sent Brown an overdue notice demanding payment of $5,773.03, including interest and penalties, within 30 days. It warned that the debt could be referred to a private collection agency and that Brown's wages might be garnished. On April 9, however, the Forest Service sent another letter agreeing to waive more than $1,000 in penalties and interest, leaving the final bill at $4,747.18.

Brown scored a small victory. After discussions with the lawmaker, the Forest Service modified its regulations last month to make it more difficult for the government to seek criminal penalties against violators who allow fires to burn out of control onto federal land. Now the government must show criminal negligence on the part of the landowner, the same standard that landowners must show when prescribed burns on federal property jump to their land.

"We just want to make sure that these sorts of actions are done safely and that the taxpayers of America don't get stuck" with the bill, she said.