1 / 29

PUBLIC RELATIONS and PRESCRIBED FIRE Chapter 4: Certified Prescribed Burn Manager training

PUBLIC RELATIONS and PRESCRIBED FIRE Chapter 4: Certified Prescribed Burn Manager training. Fire Ecology and Management 2013 Leda Kobziar, School of Forest Resources and Conservation Modified from Jennifer Hinckley’s Original Prescribed Fire Specialist

wenda
Download Presentation

PUBLIC RELATIONS and PRESCRIBED FIRE Chapter 4: Certified Prescribed Burn Manager training

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. PUBLIC RELATIONSandPRESCRIBED FIREChapter 4: Certified Prescribed Burn Manager training Fire Ecology and Management 2013 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

  2. Objectives • 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

  3. Florida • 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

  4. Florida’s WUI- People (are going to) see us conducting burns

  5. perception- what do people think?

  6. PUBLIC Concerns/Perceptions • Forest, Structure Destruction • Wildlife Mortality • Smoke • Pollutants • Health • More?

  7. BENEFITS of Good PR • Public Support • Favorable Press • Program Continuation • Improved Management of Florida’s Flora and Fauna • Public Welfare

  8. 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.

  9. 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

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

  11. Ingredients of a POSITIVE IMAGE • Attitude • Preparedness and Proper Equipment • Professionalism • Teamwork

  12. 1. Attitude • POSITIVE • Friendly & Courteous • Energetic & Enthusiastic VS.

  13. 2. Preparedness (Equipment and knowing how to use it) • Properly Maintained • Clean • Functional • Correct Equipment for the Task

  14. 3. Professionalism • Courteous • Open-minded • Good 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

  15. AGENCY RESPONSIBILITIES • Policy • Training • Funding • Staffing • Equipment • Commitment and Direction

  16. INDIVIDUAL RESPONSIBILITIES • Personal responsibility • Communication Skills • Salesmanship and Representation • Personal Commitment • Personal Growth

  17. Summary of Escaped Prescribed Fire Reviews and Near Miss Incidents What 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 escaped prescribed 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

  18. EVALUATE and ASSESS YOUR IMAGE • 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

  19. A real world example…?

  20. Examples…good or bad for prescribed burning? • Prescribed Fire Training Center Crew 2010, FL burning (http://www.youtube.com/watch?feature=endscreen&v=iIZvTa8R28Y&NR=1) 1:40 • The Nature Conservancy • http://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 2012 • http://www.youtube.com/watch?v=s446pIjfLpw • http://www.youtube.com/watch?v=pP1KdmtTES0&NR=1&feature=endscreen • http://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

  21. PR Planning (RACE: a simple 4 Step Process) • Research • Action plan • Communication • Evaluation

  22. PR 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

  23. PR 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

  24. PR Planning – Communication(Implementation) • 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

  25. PR 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?

  26. SUMMARY • 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

  27. Public Relations:Keeping Fire On Our Side

  28. 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.

More Related