By Christine Townsend
When it comes to media and communications, there are those leaders who truly understand the value of having a skilled public information officer (PIO) for a fire department. There also are those who may not fully grasp the role’s importance or choose to overlook it.
- The Value of a Public Information Officer
- The Company Officer’s Role in Public Information
- The Public Information Officer: A Multifaceted Role
- Public Information Officers: Are We ‘Accidentally’ Sending the Wrong Message?
The role of a PIO in the fire service is complex, challenging, and highly professional, and it plays a vital role in the overall machinery of public service. However, the true value of a PIO is often overlooked or misunderstood, making it essential to shed light on the significant contributions these members make. In terms of access to vital media and communication training, the fire service is often overlooked as compared to law enforcement; however, the role is no less important or challenging. If there’s a problem that needs to be solved, it’s likely that the PIO can make a significant contribution to solving it. Consider these points when it comes to your PIO function. You may not have a PIO or you may not trust that individual to do the job. You may be the PIO and not have the support you need. Whichever way you look at it, the role itself is vital to the success of a fire department.
PIOs do more of what you don’t see than you realize.
PIOs operate behind the scenes, much like the concept of crime prevention. They work tirelessly to ensure that inaccurate stories or misinformation don’t seep into the public domain. Their expertise lies in anticipating potential issues and addressing them proactively before they escalate into full-blown crises.
Building and nurturing relationships with the media is a crucial aspect of their work. These connections enable open dialogues, which prove to be invaluable during emergencies or crises when swift and accurate communication is paramount to garnering support and cooperation from the public and stakeholders.
PIOs can help you see the problems you didn’t know existed, then help you fix them.
It’s not just about writing a press release and giving outlines to the media. Good PIOs are hyper-aware of what’s going on, not just in their own town or city but nationally and internationally. Having this awareness will help you if it looks like you’re heading towards a tone-deaf statement or if there’s trouble in the distance. PIOs can be trusted advisors, and that is what’s key—trust that goes in both directions.
By trusting PIOs to be their eyes and ears, fire chiefs can improve their leadership skills and decision-making by incorporating informed perspectives.
PIOs work hard on their skills to make it look effortless.
One of the hallmark traits of an experienced PIO is the ability to present information effortlessly, even in high-pressure situations. While leadership is vital, not everyone possesses the natural gift of public speaking. PIOs are skilled presenters who can handle live TV appearances and deftly navigate questions from media personnel under tight deadlines. Their expertise and composure in such situations allow them to become the face of the firefighting organization, enhancing its reputation and public image.
A significant aspect of the PIO’s role is centered on managing public perception. A well-executed communication campaign can save valuable resources and money. Miscommunication or a lack of communication can lead to negative consequences, such as property damage, injuries, and legal repercussions. By actively shaping the narrative and maintaining a positive image of the fire service, PIOs help minimize the occurrence of such incidents and mitigate their impact.
It is important to emphasize that the primary focus of great PIOs is always on serving the public and stakeholders. While promoting the positive aspects of the fire service is part of their responsibility, they prioritize the needs and expectations of the communities they serve. Understanding the various audiences is a fundamental aspect of effective communication, and PIOs ensure that citizens, media, and stakeholders receive the information they require, particularly during critical situations.
PIOs can help you save valuable resources and money.
Every poorly executed communication campaign or (worse yet) lack thereof costs money. We’re not just talking about the cost of getting things printed, social media ad costs, or staff. When you get it wrong, people may react strongly, and those reactions incur things like damage to property, injuries to people, stress, trauma, and lawsuits.
A PIO will help you to manage public perception, decreasing the potential for things to go wrong. As an example, when there is negative press about the police, assaults on officers and damage to police vehicles and property goes up. You can be sure that a single lawsuit will cost more than the salary of agood PIO that could have helped avoid this in the first place.
PIOs understand the priority of serving the public.
While some may view PIOs as individuals who primarily promote the good work of an organization for professional gain, it is crucial to recognize that their primary allegiance lies with the public and stakeholders. True PIOs understand that their role extends far beyond self-promotion—they are there to serve the community first and foremost. By keeping the public’s interests at heart, they can build trust, foster transparency, and establish credibility, which are essential elements of effective communication.
Understanding the diverse audiences with whom they interact is a cornerstone of PIOs’ success in the fire service. They possess the ability to connect with people from all walks of life, tailoring their messages to meet the specific needs of each group. Whether addressing citizens, media outlets, or stakeholders, PIOs ensure that the right information is delivered at the right time, especially during critical situations.
PIOs wear many hats.
Community engagement, media liaison, internal communication, stakeholder management, designer, social media manager, personal assistant, filmmaker, spokesperson. The list goes on. PIOs don’t just do the one job of talking to the media. There are myriad facets of communication and it’s often one of the most misunderstood roles in the public sector.
The ability to multitask, adapt, and thrive under intense scrutiny and pressure is a very special attribute. Having a good PIO is like having the best multi-tool in the box.
Good PIOs are hard to find, but when you do, it’s worth the investment. They are professional, experienced, and dedicated. Look to them to help you evolve professionally and provide an exemplary level of service in your community.
Public information officers play an integral role in the fire service, one that extends far beyond public relations and media interactions. They are the guardians of accurate information, working diligently behind the scenes to prevent crises and build relationships with various stakeholders. By prioritizing the needs of the public and stakeholders, PIOs ensure that communication remains transparent, timely, and effective.
Christine Townsend is the founder of www.piotoolkit.com an online resource for public information officers.
