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Out
of the Fire and into the Hotseat!
Prepare now and stay cool!
Fire season
is upon us and you have done everything you can to make sure
you bring your company and your employees through it safely--intense
training, background checks, random drug testing and lectures.
Now the training is done and the safety and drug & alcohol
policies are signed. You are ready to roll when the call comes.
But the
heat you will be feeling this summer may be caused by more
than flame lengths. All the ingredients are in place to attract
major media interest:
- The
ten year anniversary of Storm King;
- The
increasing number of firefighter fatalities in the last
ten years;
- Two
major multiple fatality vehicle accidents that focused attention
on portal-to-portal safety;
- Recent
investigations and reports critical of agency management
decisions on at least three fires involving multiple fatalities;
- The
perception of tensions between agencies and private contractors;
- The
loss of air support as a strategic weapon in firefighting;
- Increasing
awareness of the growing role of contract firefighting companies
and the varying degrees of professionalism in those companies.
The general
public is probably most aware of the first three and the perception
is that too many wildland firefighters are dying on the fires
or on the road. The media is going help that public take a
closer look at who is sending them out there. They are going
to be looking for stories and people to talk to—you
and your employees. What you say will help shape that story.
What are
your company’s key messages – positive attributes
that capture what you stand for as an organization. What are
you proud of? What shows that you are responsible and professional
and very good at what you do? Hone those messages down to
no more than five. Keep them in your wallet. Put them on a
laminated card and give them to your employees. Post them
on the bulletin board and on your website. And most importantly,
use them when you talk to people— elected representatives,
agencies, reporters, the guy at Safeway, and your employees
and their families.
Ferguson
Management Company wanted to know how their employees perceived
the company, so during a recent training, they asked their
crew bosses in Pendleton to describe FMC. “Professional,
Industry Leader, Nationally Recognized, Emphasis on Training
and Safety, Family-Oriented, Good Professional Work Ethic,
Well-trained Employees” they replied. My favorite that
captured their professionalism as a company…”Not
a bubble gum and baling wire outfit!” These messages
will be the core of their image.
If a reporter
approached your firefighters and asked them to describe your
company, what would they say? Help your employees be “ambassadors”
for your company by giving them at least three key messages.
Give them information to explain why those attributes are
true. For example, if one of the key messages is about excellent
training, they should be able to explain the training received
and why it is valuable.
It is
also important that you think through your position on questions
4-7 before you are queried by a reporter or constituent. After
a fatality, for example, reporters often call other firefighting
companies in the industry to ask their opinion of the affected
company. Have a policy for how you will answer such questions.
You can
stay cool no matter how hot the questions and you can give
your employees the tools they need to help enhance the reputation
of the company you’ve worked so hard to build.
By Leslie
Habetler
National Wildfire Suppression Association e-zine
July 2004
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