The Fire Service and The Media
 
I was chatting with a friend of mine recently and we were discussing a common story that is often circulated around fire stations.
 
Speak to a lot of fire service folks and they will make some blanket statements about how bad the media is, about "how they always misquote me", how they "never print what I say", and they interviewed me for 10 minutes and then only showed 30 seconds on the six o'clock news!
 
These are exactly the same folks that the day after a significant incident, call the paper to buy copies of the photos from the photographer that they tried to throw off the scene!
They have the nerve to call the television station to get the tape and they wouldn't even give the reporter an interview.
 
Let's do something about the issue instead of complaining.
 
Call your local newspaper and find out what their daily deadline time is. Some may be late in the evening 10:30 or so, some may be early morning....after you find out when the deadline is, call back when it is not against the deadline time, and try to speak with the local reporter who covers your area. Have an informal conversation, meet face to face and ask questions. Don't assume you know what is going on, listen and try to learn. Ask them about deadlines, what information they need and what they don't need. Ask about how space in the paper is laid out and what constraints the reporter has, vs. the editor has.
 
Do the same with the news stations that covers your area. The only way a positive relationship works with the press is if you attempt to build the bridges before a significant incident happens.
 
Understand one another and build some trust. Also tell them what information you can give them and what information you cannot give them. Explain that cause of the incident will take a while and you will get them the information in a timely manner as soon as it is available.
 
Recognize that the media does have a legal right to cover municipal services and inform the public of events that concern them.
 
If the media has to cover a negative event that concerns your department, be open and honest with them and be the first to do it.....let them hear bad news from you first, before they hear it from someone else and call you to confirm it. Tell the truth early and don't hide information that will be uncovered later.....if in doubt about this ask Bill Clinton!
 
In short develop a partnership with the local media in your area, it will be the best thing you ever did!
  
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