Docstoc
EXCLUSIVE OFFER FOR DOCSTOC USERS
Try the all-new QuickBooks Online for FREE.  No credit card required.

PUBLIC RELATIONS

Document Sample
PUBLIC RELATIONS Powered By Docstoc
					      PUBLIC RELATIONS
                 and
       PRESCRIBED FIRE
Chapter 3: Certified Prescribed Burn
         Manager training

Fire Ecology and Management 2011
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
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
                       Florida
   1950 – 2.8 million residents

   1970 – 6.8 million residents

   2005 – 17.8 million residents

 2010- 18.2 million
 35 million acres of land
 People are going to see us
  conducting burns
    PUBLIC Concerns/Perceptions

 Forest Destruction
 Wildlife Mortality
 Smoke
 Pollutants
 Health
 More?
BENEFITS of Good PR




   Public Support
   Favorable Press
   Program Continuation
   Improved Management of Florida’s Flora and Fauna
   Public Welfare
Image- what do people think?
 Examples?
 Who is responsible for image development?
Image Development
 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.
    Image Development
 Public relations is the art
  of convincing others that
    “We are the good guys”
 Good public relations
  results in a positive
  public image for
  prescribed fire
 Public relations is your
  program to develop and
  maintain
Image
   Maintaining a positive image for
    prescribed fire is essential.
     Ingredients of a
    POSITIVE IMAGE

 Attitude
 Preparedness and
  Proper Equipment
 Professionalism
 Teamwork
Attitude
 POSITIVE
 Friendly & Courteous
 Energetic & Enthusiastic




            VS.
Preparedness (Equipment)
 Properly
  Maintained
 Clean
 Functional
 Correct Equipment
  for the Task
Professionalism


 Courteous
 Open-minded
 Good at listening
 Confident
    – Don’t be afraid to say “I don’t know but
     will find the answer for you” then follow
     up
   Fitness- both physical and mental
AGENCY RESPONSIBILITIES
 Policy
 Training
 Funding
 Staffing
 Equipment
 Commitment and
  Direction
INDIVIDUAL
RESPONSIBILITIES
 Communication
  Skills
 Salesmanship and
  Representation
 Personal
  Commitment
 Personal Growth
         EVALUATE and ASSESS
            YOUR IMAGE
   Remove Yourself/ BE Objective
   Watch and read as much as
    possible concerning wildfires
    and prescribed fires
    www.fireleadership.gov
   Listen to BOTH friend and foe
   BE HONEST:
    Accept what you find
    Don’t be a spinmaster
    Examples…good or bad for
    prescribed burning?
   (Fort Riley tallgrass prairie burning)
    http://www.youtube.com/watch?v=6sJsPkIx1A8&featur
    e=related
   (black capped vireos do need fire)
    http://www.youtube.com/watch?v=WOWde_CN0RY&N
    R=1
   (Juniper Prairie Wilderness fire, March 11-21, 2009)
    http://www.ocala.com/article/20090313/ARTICLES/9031
    31003

   Be conscious of “bad press” (Red flag political add)
    http://www.youtube.com/watch?v=u4OlcgnNDtE&featu
    re=related
    PR Planning
    (RACE a simple 4 Step Process)
 Research
 Action plan
 Communication
 Evaluation
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
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
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
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?
    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
    Public Relations
Keeping Fire On Our Side
   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.

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:12
posted:8/26/2012
language:English
pages:25