PHOENIX FIRE DEPARTMENT CERTIFIED FIRE JOURNALIST PROGRAM
BY BOB KHAN
The Phoenix Fire Department Media Relations Division has three primary functions: to educate, to update, and to inform. We tell the community about issues in which they may be interested–new fire stations, new fire trucks, and new dispatch systems, for example; alert the public to emergency scenes so traffic in these areas can be controlled and citizens can avoid hazardous situations; and relay to the community information on subjects vital to preventing injury and death–smoke detectors, exit plans, and water safety, for example.
THE NEWS MEDIA PERSPECTIVE
The news media believe that a public information officer`s (PIO) primary function is to provide rapid, accurate information in a reactive manner, whereas the PIO priority is the educational aspect of the message. This difference in perspective sometimes can create misunderstanding and the usual communications complications that result from it.
However, the news media and PIOs depend on each other to deliver pertinent, timely, and accurate information to the public. The relationship that develops between the two is essentially a snapshot of that PIO`s fire department and how the community views it. Logically, then, it best serves each organization to understand and relate to the other.
THE CERTIFIED FIRE JOURNALIST PROGRAM
Often it is difficult for those outside the fire service to comprehend fire service tactics, strategies, equipment, culture, and jargon. By educating and training reporters, photographers, editors, and producers–and sharing information directly with them–the fire department can develop a direct communications link between itself and the community, helping to ensure that the public will receive more accurate and complete information about the service the fire department provides. This improved communications mechanism translates into a greater understanding among the supporters of the fire service. Also, this ability to network and share directly with the media greatly enhances and improves customer service.
In Phoenix, we have established the 40-hour Phoenix Certified Fire Journalist Academy for the media. This training program covers fireground operations, fire behavior, fire suppression, search and rescue, hazardous materials, helicopter operations, trench and mountain rescue, emergency vehicle driving, emergency medical services, flashover chamber, and live fire drills. Graduates of the program are given the designation of Phoenix Certified Fire Journalist. Certification benefits include the loan of turnout gear, an ID card, and a green “PRESS” helmet.
Their credentials, equipment, and the ability to understand the safety issues inherent in emergency operations and procedures permit these press representative to enter the “warm zone” (on the fireground but outside the involved structure) in structure fires or other fire-related operations. This increased accessibility during fire department incidents has generated more interest among the press corps and has resulted in in-depth coverage of our performance during these operations–allowing us to demonstrate the work we do through mass communications to the customers we serve.
We have presented three annual Certified Fire Journalist Media Academies. Their success can be measured not only by the number of positive stories that appear in the news but, more importantly, by the network of colleagues on whom we can count for advice and assistance in delivering our all-important life safety messages. The result certainly has been a positive impact on the community we protect. n
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Graduates of the `98 Phoenix Certified Fire Journalist Academy, presented by the Phoenix (AZ) Fire Department. (Photo by Louis Valles.)
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(Left) Academy graduates can borrow turnout gear, are issued an ID card and a green PRESS helmet, and are permitted to enter the “warm zone” of the incident scene. (Photo by Elaine Hutchings.) (Right) The PIO briefing a radio station reporter at the scene of a basement fire in a county building. The journalist and photographer with backs to the camera, graduates of the Certified Fire Journalist Academy, had already been briefed during a post-fire meeting at the fire site. (Photo by Jack Jordan.)
n BOB KHAN is a 16-year veteran of the Phoenix (AZ) Fire Department, where he serves as division chief and public information officer. He is a graduate of Arizona State University.
