SPEAKING WELL FOR THE FIRE SERVICE Firefighters are pretty good at talking. Much of our culture is formed around the firehouse table in conversations that many times are direct, off the cuff and often not appropriate for the average living room audience. I don’t expect that many firefighters signed up so that they could stand in front of a camera and talk with reporters. Most of the firefighters I have been fortunate to work with are observant, intelligent and excel at delivering verbal messages (sometimes with a little added “body language” for emphasis). However, I’ve also observed otherwise confident, competent and experienced firefighters succumb to the “fright, flight or flight” syndrome and on one occasion, display diaphoresis, a shaking of knees, stuttering and the making unintelligible noises when in front of a reporter’s camera and microphone. These are not particularly attractive characteristics for our otherwise handsome, turnout-clad colleagues. Like effective firefighting, public speaking is both a learned skill and a craft developed through knowledge and experience. It requires accurate listening, clear thinking, appropriate word choice and particular attention to one’s posture and eye contact. On occasion the Incident Commander (IC), Public Information Officer (PIO) or other department member will need to speak through the media, which provides opportunities for positive and negative outcomes to one’s career, a department‘s reputation and the fire service as a whole. The electronic and digital age of smart phones, videos, instantaneous internet connectivity and information and news retrieval has changed our fire service communication world. The vast array of communication devices and capabilities like immediate uplinks and postings differ considerably from the PIO “old school” days of having rolls of quarters for payphones to contact reporters. Whether speaking to an audience at an event, ceremony, council/board meeting or to the media, remember some important communication “stuff” as modified from Brunacini’s “Timeless Tactical Truths” which applies equally as well on the fireground as it does in front of a reporter’s microphone or camera: • • • • • •

Play your position Take the job/process seriously, not yourself Be honest Keep it simple Know when to stop before you stop Get the job done

PUBLIC SPEAKING MAXIMS Great fire service communicators connect with an audience (whether it be a listener, viewer or reader) by instilling ethos (credibility) and creating pathos (an emotional appeal or feeling). “Shaking hands with the audience” (Saffire) builds rapport, gets attention and creates a responsive atmosphere and has emotional impact. A good introduction gains the audience’s attention and may include an interesting

quote or anecdote that may be referred to throughout the talk. Provide a clear purpose statement which establishes the significance of your topic. Great speakers also provide the audience with a “preplan” or map on where they are going. This organizational framework is a purposeful structure for the audience to hang on to throughout your talk. A good fire service communicator also leaves one or two key points or “take aways”, for the audience to remember. Leave them with the desired feeling you gave them in the beginning of the presentation. Finish strong leaving a positive, lasting impression. •

Know thy audience, know thy message and know thyself

All speeches begin with knowing your audience. This includes understanding the attitudes, beliefs and values which will help tailor your presentation for appropriateness and effectiveness. A good speaker needs to keep the audience in mind and use words appropriate to that crowd. Organize and outline your message in an understandable and logical way. Use your unique style, be yourself and be comfortable. Your style is a reflection of your attitude, world view and your place in it as a fire professional.

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“Speak plain and to the purpose” (Shakespeare)

Speeches are meant to be heard which requires simpler sentences and are less formal than written communications. Always use clear, simple language and avoid slang or jargon. Say what you mean and mean what you say. A good speech has a strong introduction to get the audience’s attention, main points which support the theme of the talk and a memorable closing which leaves them with something to take away.

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“It’s not just the message, it is the messenger” (Noonan)

You ARE the fire service when you speak to an audience. Be attentive to that responsibility and deliver a memorable (positive) message that reflects well on the fire service, your department, yourself and your firefighting partners. People want to know you care before the care about what you know. Your ethos and pathos are often best conveyed through nonverbal communication often which is more powerful than the words you speak. Pay attention to your voice, gestures, eye contact and physical appearance. How you say it may be more important than what you say. Be credible. Be personable. Be approachable. Utilize good word choice, appropriate tone, pauses and body language to convey the direction and importance of your message.

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There’s not second chance to make a good first impression

Communicating well for the fire service includes making a strong, positive first impression. Be aware of your professional appearance. For great introduction, gain the audience’s attention, make a clear purpose statement, establish the significance of your topic and preview your main points. A quote, an

interesting fact or tasteful joke are effective ways to begin some speeches. Develop your own style and make sure your words and body language represent the best of your department.

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Short is sweeter, brief is better

Communicate more with less. Make your mantra “short, smart and sharp” (even if you are a B-shifter and happen to be short, dumb and a little blunt). Communication has been described as a weak link during fire operations and the same may be true for the IC/PIO at emergency scenes. Both situations have serious downside potentials. More information is not always better communication. Limit your message to no more than a couple key points.

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Words, like master streams, are powerful

Be simple and careful in your word choice. Be informed, concise, credible, factual, direct and plain. Use bite-sized phrases and strive for clarity. A firefighter’s words are a measure of one’s character; be careful in their selection and use. Like a Detroit Diesel 8V92 sputtering on the vapors from an empty fuel tank, a poorly worded or delivered speech will fall well short of its intended purpose and leave a poor impression on the audience. MEDIA MAXIMS It is not necessary to gird one’s loins before talking to reporters. It is necessary to be prepared, professional and ready for follow-up questions from reporters whose jobs are dependent upon the news stories they create. Be aware that the media environment is a unique ecosystem that an unknowing IC or PIO may stumble into awash with unknown hazards. Be that as it may, it is a symbiotic relationship that serves our ultimate audience, the residents in our communities. The media provides a valuable and indispensable conduit for life safety messaging and you are a major asset for the reporter to capture and deliver that message. Development of positive, pre-incident relationships with the media will pay big dividends. Be comfortable in your job as reporters are comfortable in doing theirs Brunacini’s “Timeless Tactical Truths” may be specifically adapted when speaking to the media: •

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“If you aren’t interested in doing the things required to get ready to fight/speak before the fire/media,audience (plan, train, think), you’ll never be much good at fire fighting/speaking when you have to do it”. “The IC (PIO) must be careful of what they say in difficult situations…off-handed, dumb, thoughtless command comments are like aluminum beer cans, they last forever in the environment.” “The fire department (the PIO) doesn’t have to be out of control just because the fire is.”

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“The time to get excited about a fire (a media event) is before it occurs and should involve doing all the preparation stuff it takes to get ready …this creates the capability to be calm while the fire is occurring (the reporters are asking questions)” . “If you can’t control yourself, there is a really good chance that you can’t control anything or anybody else.”

As the “face” of that incident or spokesperson for your department/agency/organization, your focus and message is about risk communication. Viewers and listeners want to know what is in it for them; how this incident affects them. Give short, concise key messages on what they need to know. Television and radio use short sound bites to get their message across. My C-shift colleagues would often remark that “I had a face made for radio”, which at that time I took as a compliment. Newspapers and magazines are often more in depth and will allow for more conversation and details. Pay attention to the questions and drive the direction of the interview; you are the subject matter expert and the reporter and audience wants you to give them the facts, thank you very much. Fire officers have the additional tasks at emergency events to be the cool, calm collected voice of factual dissemination of information that is accurate, timely and reliable. Other helpful tips: • • • • • • • • • • • • • • • • • • • • • • •

Use words that are understandable to the average family watching TV at home Be aware of body language, particular eye contact with reporters Gather the facts; who, what, when and where. Avoid speculating on the whys and hows; “the incident continues to be under investigation” Use short phrases for that will be used for sound bites Avoid compounding errors, missteps and miscommunications Correct misunderstandings and missteps as soon as possible. “Be Nice” (even if a hostile, impatient, ego-driven reporter is in need of a good slap) Be careful of word choices Clarify and define the situation; avoid becoming defensive Stay on message “Stay in the box” (comment only in areas of your responsibility) Present a consistent life safety point of view Express empathy and compassion for those affected by the incident Be concise Be truthful Be correct Be in control Pay attention to your body language Remove ball caps and sunglasses; wear your helmet and turnout jacket Stand straight Use good eye contact/look at reporter in the eye, not at the camera Be focused

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Listen carefully and intently Be attentive to the question Take time to think Listen, think, speak Practice and use sound bites Speak to the point Be sharp, smart and short Use short and concrete sentences Answer questions clearly Use easy to understand words Tell the audience what they need to know Think and speak in 10 second sound bites Practice sound bites out loud Stay on point State only the facts Be the subject matter expert Use a strong voice Use pitch and rate chances while speaking Be aware of tone, volume and timbre Be in charge, “drive the train” Get in front of the story Get your points across Direct the course of the interview Bridge to key points and life safety messaging Be honest Be truthful If you don’t know, say so Be cool, calm, collected, composed, confident, concise, candid, clear Be credible Be patient Be understanding Be positive Be polite Be cooperative Be supportive Clarify and correct misinformation immediately Define not defend Stay within your area of responsibility Defer outside questions to appropriate agency(s) Maintain good relationships with reporter(s)

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Be warm and human, not cozy or overly friendly Keep your emotions in check If you don’t know, say so If you are unable to provide information, explain the reasons (on-going investigation, legal issues, etc) Avoid making stuff up or “winging it” Avoid slang, jargon or technical acronyms Avoid rambling on Avoid having a casual or informal demeanor Multi-part questions need to addressed by those parts Follow-up frequently with updates Follow-through with media requests

Crisis communication refers to an unusual even or incident that may greatly impact a fire department or organization. Crises require an effective communication plan to release verified information quickly to reduce confusion, reduce media speculation, to show empathy for any losses and to reassure the public that actions are being taken to limit further damage. This type of communication is not in the “normal” scope of emergency incidents that the Fire PIO routinely handles. “Breaking news” gets rapid media attention that has a tendency to fill information voids. A professional crisis response by the PIO can avoid inaccurate or misleading perceptions. Explain what is known at that time and that more information will follow. Be clear about what is not known or confirmed. Provide accurate and reassuring information to calm the media and public. Natural and man-made disasters may require a joint information center in which the PIO will provide details on the fire department’s mitigating actions as part of the larger crisis. Do not speculate on unconfirmed information. If you don’t know something, say that or that an answer is not yet available. Temper expectations with realism Each year dozens of fire departments have to deal with the unfortunate and tragic line of duty death situation. Thousands of departments are faced with serious line of duty injuries. Television, radio and print all have vested interests in disseminating the regrettable facts and circumstances involving our fellow firefighters. The first priority should be to provide notification to family members before releasing victim’s names to the public. Acknowledge the loss and express empathy to the family and loved ones. Initial statements could include: • • • • •

“We come together in shock, in grief, in sadness and sorrow” “Our department mourns the loss of (name) and we join the (city/county/state) in remembering his/her service and honoring his/her sacrifice” “Our hearts go out to the firefighter’s family whose are experiencing a level of tragedy that goes beyond our ability to comprehend” “(name) selflessly worked to protect the people of (name of city/county/state)” “(name) dedicated his/her life to public safety and took a sworn duty to do so”

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”This t is a very difficult day for our department and those who know and respected (name) as a firefighter and a friend” “We are deeply saddened by the loss of (name). Our thoughts, prayers and concerns are with his/her family” “In this moment, words are extraordinarily inadequate” “An investigation is on-going and when information becomes available will we certainly provide it” “It would be unprofessional to speculate at this time”

Work hard to communicate well. Develop and refine your craft of clear thinking, clear writing and clear speaking; it will serve you well. On emergency scenes we make educated guesses and much of what we do is the result of judgment and experience which cannot be replaced. This is also true for the IC or PIO speaking to the media. Plan, prepare, practice and perform in order to speak well and deliver a professional message; it will reflect well on the fire service, your department, yourself and your firefighting partners. Stay sharp, stay strong, stay safe.