1. Rombout Fire Company
2015 Information Policy
Presented by Kevin Barry
Rombout Public Information Officer
19 March 2015
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2. The following presentation is to assist you in understanding
the Fire Company’s guidelines and policies in dealing with
the media. For the past several years Rombout Fire
Company has developed credibility and a relationship with
local media. That relationship was built by being consistent
with the media.
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4. Provide information and access to Rombout personnel
Understanding the media needs and operations
Respecting media deadlines
Having an open dialogue
-before, during, after an incident
This is done with ONE message and with ONE voice
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Our Message to the Media
5. The Chief or the IC is the only authority to approve
information to be release to the media.
The Chief / IC can appoint a designee to release that
info. The person maybe appointed beforehand, like in
the case of a PIO, or can be appointed at the scene due
to manpower issues.
The Chief, the PIO or the designee are the official
spokespersons for Rombout
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Who can release information?
6. The PIO reports to the Chief
The PIO advises the leadership
Collects, verifies and disseminates information to the target
audience
Though varies means of effective communication
-news releases
-interviews
-fact sheets
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The Role of the PIO
7. Hi Kevin,
Yes, I would be happy to put in writing how helpful it is for a fire
department to have a PIO. Fire chiefs have a lot of responsibility on their
shoulders-particularly volunteers who are also juggling a paying job. It's
very helpful to have a person who is available to the media so that
reporters like me can get prompt, accurate information that concerns our
readers. When at a scene the chief is so busy I hate to bother them but I
need to gather information for my assigned story. To have a PIO available
to release information and to have the time to provide background
information make the story better and makes my job easier. Also, it's a
great way to let people know the hard work you guys are doing.
Emily Stewart
Reporter Poughkeepsie Journal
The Role of the PIO
8. Public Relations-
between organization and its audience to
build a positive public image
Marketing-
sale of products or services
Public Awareness-
public education, fire prevention
Risk Communication-
possibility and preparation-hurricane
Crisis Communication-
accurate and immediate action-MVA on I-84
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Defining Terms
9. Public Information- Collected, assembled, or
maintained by Rombout in connection with the
transaction of official business and available for
dissemination to the public.
Emergency Public Information- Developed and
disseminated in anticipation of, during, or after
an emergency to provide specific life and health
saving information, including the severity of the
situation and any action that individuals and
communities should take.
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Terms Used
10. 110
Emergency Public Information
Helps people make the right
decisions at the
right time to:
-Save lives,
-Reduce injury
-Protect property and the
environment.
It also instills public confidence in
Rombout’s ability to manage an
incident.
11. Interfaces with the Media
Interfaces with the Public
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PIO External Target Audiences
12. Interfaces with the Media
The Media are the PIO’s conduit to the public
Informs the Public
So the public can make an informed decision
Traffic detours, evacuate, shelter-in-place
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PIO External Target Audiences
14. Rombout Leadership
The PIO assesses every situation and advises the
leadership on the public information implications. The
PIO also looks for opportunities to advance Rombout
goals and facilitates leadership participation by
setting up interviews and preparing talking points.
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PIO Internal Target Audiences
15. Rombout Members
The Rombout member is a key player in any public
information effort. The PIO informs and educates the
members so they can support and participate in public
information activities
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PIO Internal Target Audiences
16. Tell the internal audience what is
being released to the media and
also let them know what the media
is reporting.
By keeping the members informed,
rumors are controlled.
It gives the members the bigger
picture of the event.
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PIO Internal Target Audiences
17. There is NO New York State law to block the media
being at the scene
-Must stay behind the tape
-Can’t follow firefighters into a burning house
Public Domain
While most are ethical, they are not bound by the same
rules as public officials or agencies
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On the Scene
18. You may be approached by the media for information about the
accident or fire that you are on. You will refer them to the PIO or
Assistance Chief or an Officer, NOT to the Chief, he will be busy
running the scene. You can respond
“I have no info about the incident, but if
you wait I will get someone to assist you.”
Use the radio or call over an officer.
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On the scene
19. Sometimes there is a big incident
and out-of-town media will arrive
on the scene. They will not be
familiar with the area and may
ask trivial questions “What town
is this? Name of the road?” Yes
you can help them with general
information but NO information
about the incident.
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On the scene
20. NO pictures will be taken at the scene,
ONLY designated person(s) CAN
You may complicate arson and fire investigations
We must be sensitive to the victims at a scene They may
have had a love one sustained serious injury or fatality. They
may have just lost their home or vehicle
Must be on your best behavior, there are many eyes on us.
People take and post photos or have no problem to complain
about the actions that they perceive as improper of
firefighters at a scene.
Rombout and your name is on the back of your jacket
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On Scene Conduct
21. NO talking about the incident to outside persons.
Your words may complicate:
-arson and fire investigations
-insurance investigation
-add material to gossip or rumors
Do you want to go to court for what you have said!
You can’t be sued for what you do not said.
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After Incident Conduct
22. Do Not give out any members phone number
If a person identify themselves as a member of the media you will
refer them to the Chief or the Public Information Officer. Their phone
numbers are on the board. The best answer is
“ I can’t answer that, but the Chief or the PIO will
be able to help you.”
Get the reporter’s name and contact number.
The Chief and the PIO are to be informed ASAP.
PIO phone number is 845-797-3667
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Phone Inquirys
23. They may attempt to engage you in a conversation and ask “Did you
have a big fire today?” or “ Have you been very busy with calls today?”
You will NOT answer any specific questions. A good respond would be-
“I not authorized to release any information.”
“The Chief or PIO will have answers to any questions that you may have.”
“ I was not here today, so I can’t answer that.”
“ I was not at the call, so I can’t answer that.”
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Phone Inquirys
24. Life Safety- Number ONE concern
We’re responding to the situation
Give a Honest & Accurate assessment of the situation
So tell them
-What we know
-What we are planning to do
-What people can do to help themselves
-What people can do to help-
Donate to the Red Cross,
Check on a neighbor, etc.
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Rombout Message to the Media
at an Incident
25. Dealing with the media is a business transaction
Looks DO Matter-No sunglasses, comb your hair
Avoid Distracting Mannerisms
- Look at the reporter NOT the camera
- Don’t look back and forth from the reporter and the camera
- Don’t sway, jiggle coins, hold a pad/pen in your hands
Speak in Usable Sound Bites
It’s OK to Use Notes
Don’t jump to answer question-It is not a conversation they will edit out when
you are not talking
Stop talking after answering the question watch for the waiting mike
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What to do for a TV Interview
26. Do say “I don’t know” if you don’t know
Stop talking after answering-keep it short
Remain cool under fire
Assume your comments are fair game
Don’t use jargon or get too technical
Don’t become angry or provoked
Don’t speculate or guess and give personal opinion
Don’t speak for another agency
Don’t lie
Don’t appear uncaring or indifferent
Don’t say it, if you don’t want in the print
Nothing is “off the record” until they leave scene
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Media Do’s and Don’t
