Social media and media relations present both opportunities and challenges for fire departments. While it can seem daunting, there are many benefits to both. If your department has yet to embrace social media, it’s time to consider why. There may be valid reasons for hesitancy, such as city or town regulations, reluctance from department leadership, or a lack of resources to manage social media effectively. However, in today’s digital age, remaining absent from social media means missing out on crucial opportunities to engage with the community and showcase the valuable work your department is doing.
Social media is not just a fad, and your department must weigh the pros and cons. Like any aspect of the fire service, not everyone will immediately agree with the use of social media. However, it’s essential to recognize that social media is not just about self-promotion. It is a powerful tool for transparency, communication, and community outreach. By sharing the positive impact your department has on the community, you can build trust, increase support, and even aid in securing budgets and much-needed resources.
Responsible Social Media
Some firefighters may express concerns about privacy or security, but it’s crucial to emphasize that social media can be used responsibly and strategically to highlight achievements, share safety tips, and connect with the community. By proactively addressing concerns and implementing clear guidelines for social media use, departments can mitigate risks and reap the rewards of an engaged online presence. It’s imperative that you have a plan, including social media policies and procedures, prior to your first post. You must also engage in conversations with your jurisdiction’s legal department to ensure you all agree on what can be done. Finally, members who will be part of the social media team should take training from experienced public information officers.
During times of crisis, social media emerges as a crucial tool for residents seeking assistance and information. Fire departments play a pivotal role in leveraging these platforms to provide real-time updates and essential guidance to the community. Thirty years ago, residents would turn to TV and radio for updates; today, the majority of people rely exclusively on their electronic devices, including cell phones, tablets, and computers.
Through social media channels, fire departments can swiftly disseminate vital information such as areas to avoid, evacuation routes, shelter locations, and safety instructions. These updates empower residents to make well-informed decisions before and during emergency situations, enhancing overall safety and preparedness. If you have an active social media account and provide consistent, trustworthy information prior to a big incident, people will trust you.
Instant Information
You have to develop your account before the big event happens. A prime example of this was when our town was hit with a swatting call. It caused widespread panic as 1,500 students texted loved ones. Through our social media account, we were able to post fast and accurate information, which calmed the fears of residents who had loved ones in the schools.
It’s understandable that many departments may lack dedicated personnel solely for social media management. However, this challenge is not unique and parallels the resource constraints faced in various other operational areas. Despite limited resources, becoming a staunch advocate for your department on social media can yield significant benefits. By actively engaging with the community and consistently sharing valuable content, fire departments can strengthen bonds with residents and foster a sense of trust and transparency. Moreover, showcasing the department’s contributions and successes on social media can resonate with stakeholders who play a role in allocating financial resources.
Shape Public Opinion
Understanding how people perceive your department is crucial in shaping public opinion and garnering community support. These perceptions are often formed through various channels, including word of mouth, interactions with firefighters, and media coverage. However, if your department isn’t actively telling its own story, taxpayers may rely on incomplete or inaccurate information from other sources, leading to misconceptions or negative impressions.
Maintaining a positive public image is paramount for fire departments, and social media offers an invaluable opportunity to shape that narrative. By showcasing the dedication and professionalism of firefighters, social media humanizes the department and fosters trust within the community.
Consider this: Every time residents pass the firehouse and see the rigs inside with the lights off, they may wonder about the necessity of the department’s resources. Without visibility into the department’s activities, they may question the need for firefighters, the firehouse itself, or even the fire trucks. Moreover, if your department is absent from social media while the police department is active, it exacerbates the issue. Residents may perceive the police as more engaged and transparent, further diminishing the fire department’s visibility and credibility.
Cost-Effective Outreach
In today’s increasingly digital society, fire departments must adapt to the changing communication landscape. Social media offers a cost-effective and efficient means to reach the public, share important updates, and showcase the department’s contributions. By being proactive advocates for their own organizations, fire departments can ensure that their stories are heard and understood by the communities they serve.
When a house fire occurs and the media is denied access, it doesn’t mean they’ll simply leave. Instead, they may resort to conducting “person on the street” interviews, seeking out uninformed individuals for comments. These interviews often feature talking heads offering their perspective, which may not reflect the reality of the situation. If approached by the media, someone unfamiliar with the details of the response may make inaccurate statements, such as, “It took the fire department so long to get there.” This misrepresentation becomes part of the narrative, shaping public perception of the incident and the department’s response.
By denying media access and failing to provide accurate information, fire departments relinquish control over their own narrative. Instead of allowing uninformed individuals to shape public opinion, departments should proactively engage with the media to ensure accurate reporting and portrayals of their efforts and capabilities. This proactive approach allows departments to maintain control over their narrative and uphold their reputation within the community.
Social media should not be feared but rather seen as a valuable opportunity to connect with the community and enhance the reputation of your department. Embracing social media may require overcoming obstacles, but the benefits of community engagement make it well worth the effort.
Social media has changed the way fire departments engage with their communities. Through social media platforms, fire departments have the opportunity to narrate their own stories, showcasing their efforts and achievements directly to the public. The possibilities are virtually limitless, with the only boundaries being those you set for yourself.
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Rob Reardon is a 25-plus-year veteran of the fire service and chief of the Duxbury (MA) Fire Department. Previously, he worked for more than a decade in Boston media as an award-winning photographer for television stations and major newspapers. His work has been featured on the covers of national magazines, in newspapers, in books, and on television news worldwide. He has covered presidential visits, professional sporting events, celebrity appearances, high-profile court cases, and national news stories.
