Fire Ecology and Management 2013Leda Kobziar, School of Forest Resources and Conservation

Modified from Jennifer Hinckley’s OriginalPrescribed Fire Specialist Wildland Urban Interface CoordinatorU. S. Fish and Wildlife Service

PUBLIC RELATIONSAND

PRESCRIBED FIRECHAPTER 4: CERTIFIED PRESCRIBED

BURN MANAGER TRAINING

Explain the difference between agency and individual responsibilities

Identify public fears and how to address themIdentify tactics for building a good Prescribed Fire

public relations program

OBJECTIVES

1950 – 2.8 million residents

1970 – 6.8 million residents

2005 – 17.8 million residents

2010- 18.8 million (4th most populous)

80% of wildfires now include WUI areas

FLORIDA

FLORIDA’S WUI- PEOPLE (ARE GOING TO) SEE US CONDUCTING BURNS

PERCEPTION- WHAT DO PEOPLE THINK?

Forest, StructureDestructionWildlife MortalitySmokePollutantsHealthMore?

PUBLIC CONCERNS/PERCEPTIONS

Public SupportFavorable PressProgram ContinuationImproved Management of Florida’s Flora and

FaunaPublic Welfare

BENEFITS OF GOOD PR

PUBLIC SENTIMENT

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 DEVELOPMENT

Public relations is the art of convincing others that

“We are the good guys”Public relations is your

program to develop and maintain

Good public relations results in a positive public image for prescribed fire

Maintaining a positive image for prescribed fire is essential- Support for prescribed burning depends on public support (e.g. Colorado example)

IMAGE

1. Attitude2. Preparedness and

Proper Equipment3. Professionalism4. Teamwork

INGREDIENTS OF A POSITIVE IMAGE

POSITIVEFriendly & CourteousEnergetic & Enthusiastic

1. ATTITUDE

VS.

2. PREPAREDNESS (EQUIPMENT AND KNOWING HOW TO USE IT)

Properly Maintained

CleanFunctionalCorrect

Equipment for the Task

CourteousOpen-mindedGood at listening Fitness- both physical and Mental

Confidence Don’t be afraid to say “I don’t know but will find the

answer for you” then follow up

3. PROFESSIONALISM

PolicyTrainingFundingStaffingEquipmentCommitment and Direction

AGENCY RESPONSIBILITIES

Personal responsibilityCommunication SkillsSalesmanship and

RepresentationPersonal CommitmentPersonal Growth

INDIVIDUAL RESPONSIBILITIES

Summary of Escaped Prescribed FireReviews and Near Miss IncidentsWhat key lessons have been learned and what knowledge gaps exist? (Lessons Learned Center)Introduction

This analysis is the first known attempt to take a comprehensive look at escapedprescribed fire reviews and near misses. A total of 30 prescribed fire escape reviews and ‘near misses’ (see Appendix A and B) were analyzed to discover what, if any reoccurring lessons were being learned, or whether they were indicating emerging knowledge gaps or trends. It is estimated that Federal land management agencies complete between 4,000 and 5,000 prescribed fires annually. Approximately ninetynine percent of those burns were ‘successful’ (in that they did not report escapes or near misses). This can be viewed as an excellent record, especially given the elements of risk and uncertainty associated with prescribed fire. However, that leaves 40 to 50 events annually we should learn from. This report is intended to assist in that effort.

http://www.wildfirelessons.net/documents/rx_fire_ll_escapes_review.pdf

Remove Yourself/ BE Objective

Listen to BOTH friend and foe

BE HONEST: Accept what you find

Don’t be a spinmaster ()Watch and read media

concerning wildfires and prescribed fires www.fireleadership.gov

EVALUATE AND ASSESS YOUR IMAGE

A REAL WORLD EXAMPLE…?

Prescribed Fire Training Center Crew 2010, FL burning (http://www.youtube.com/watch?feature=endscreen&v=iIZvTa8R28Y&NR=1) 1:40

The Nature Conservancyhttp://www.youtube.com/watch?v=k3wgTTq0a8s

KNOW what the current political climate looks like- it differs for different regions:

1 Escaped Rx burn can change policy and obliterate public opinion of rxfire!Lower North Fork Fire, CO March 2012http://www.youtube.com/watch?v=s446pIjfLpwhttp://www.youtube.com/watch?v=pP1KdmtTES0&NR=1&feature=endscreenhttp://www.youtube.com/watch?v=A1Mrb0kohUA

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

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

EXAMPLES…GOOD OR BAD FOR PRESCRIBED BURNING?

ResearchAction planCommunicationEvaluation

PR PLANNING (RACE: A SIMPLE 4 STEP PROCESS)

Identify audiencesIdentify key people to help spread

messageDevelop list or summary of information

to be communicatedDevelop strategies and methods for

communicationDevelop a list of reference resources

that can provide pertinent information

PR PLANNING - RESEARCH

Develop a written plan How, what, when and where

Identify your target audiences (attachment #2)Modify your program as appropriate for that

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

PR PLANNING – ACTION PLAN

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 – COMMUNICATION(IMPLEMENTATION)

Final step - RACEBut 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?

PR PLANNING - EVALUATION

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

SUMMARY

PUBLIC RELATIONS:KEEPING 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.