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Fired Up PIO Pre-season Webinar 2011. Moderator Public Affairs Specialist, USDA Forest Service, NIFC.

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Presentation on theme: "Fired Up PIO Pre-season Webinar 2011. Moderator Public Affairs Specialist, USDA Forest Service, NIFC."— Presentation transcript:

1 Fired Up PIO Pre-season Webinar 2011

2 Moderator Public Affairs Specialist, USDA Forest Service, NIFC

3 Don Smurthwaite, BLMRoberta D’Amico, NPS Randy Eardley, BLMTina Boehle, NPS Sheri Ascherfeld, BLMEmily Nemore, NPS Jennifer Smith, BLMKaren Miranda-Gleason, FWS Ken Frederick, BLMJennifer Jones, USDA FS Kari Boyd-Peak, BLMTammy Denney, USDA FS Robyn Broyles, BIA NIFC External Affairs Staff

4 Webinar Topics 2011 Fire Season Outlook 2011 NIFC Communication Themes Fire Policy Update Ready, Set, Go! Using Social Media On Incidents

5 GoToWebinar Control Panel - AUDIO

6 GoToWebinar Control Panel – QUESTIONS The Question Box If you experience technical problems, let us know by sending us an instant message.

7 Bodie Shaw Bureau of Indian Affairs, NIFC

8 Heath Hockenberry National Weather Service, NIFC

9 Forecast Services Predictive Services is a federal interagency program that supports the fire community with decision support products and services. Staffed with meteorologists, intelligence officers, and fire analysts at the GACCs. The NWS provides fire weather warning services, climate prediction outlooks, fire weather forecasts, National Fire Danger Rating forecasts at 122 Weather Forecast Offices around the country.

10 Where do you go for info? and

11 East, Southeast, Southwest Outlook

12 DROUGHT MONITOR Winter So Far La Niña Typical La Niña Patterns

13 2010 vs. 2011 Snowpack 2010 2011


15 Placeholder for preliminary western outlook Summer Area Of Concern Summer Area Of Concern

16 Ken Frederick BLM External Affairs, NIFC

17 2011 Fire Season Themes Simple, Succinct and Clear

18 Safety of the public and firefighters is the top consideration in fire and aviation management. Structures can be rebuilt and natural resources generally come back in time. A life cannot be replaced. Public and firefighter safety is our highest priority. Firefighters always make safety their top concern. No structure, or natural or cultural resource is worth taking an unneeded risk.

19 Fires are managed in different ways. More than one strategy can be used on a wildfire. The strategies may range from quickly putting out the fire to monitoring a wildfire that is benefiting the land. When a wildfire threatens people, homes, or important natural or cultural resources, it will be put out as quickly and efficiently as possible, without compromising safety. Ecosystems in the United States evolved with wildfire. Wildfire is essential to most ecosystems’ health and resilience.

20 Firefighters count on you to do your part. Thousands of communities are located in fire-prone areas. Residents must take the steps to adapt their communities to fire. That will protect their homes and improve the safety of the public and firefighters. Wildland firefighters are not responsible for clearing brush, trees and other flammable material away from your house. That’s the responsibility of property owners.

21 Fire seasons are expected to become longer and more difficult.

22 Teamwork is essential in wildland fire.

23 Go forth and do great things! Thanks for your good work!

24 Dick Bahr National Park Service, NIFC Chair, NWCG Fire Policy Committee

25 Guidance for Implementation of Wildland Fire Policy: Where We Go From Here


27 Wildland Fire Policy Nine guiding principles important to success Seventeen Federal Wildland Fire Management Policies –Qualifying statements –Management Intent* –Implementation Actions* *Elements recommended in the 2001 Review that were added in the 2009 Guidance

28 Guidance for Implementation Common standards for effective collaboration Clarify jurisdictional roles and responsibilities Coordinate across levels of government Landscape fire management planning Two types of wildland fire Concurrently manage for one or more objectives that can be changed Response based on land/resource objectives Initial action on human-caused wildfire – suppress – lost cost – fewest negative consequences – safety Use a decision support process to guide and document decisions

29 Reflections From Use in 2010 Develop Unified Direction and Guidance Consistent Terminology Work Collaboratively Accountability (honest reporting on ICS209 & IMSR) Adequate Personnel (capacity) during Implementation Windows Communicate with the public to Explain Wildfire Response Challenges of Local Type 3 organizations managing wildfires Articulate Protection Objectives (hazard & risk) Being Proactive (set realistic expectations) Telling our Story (what, where, why)

30 Wildland Fire Management Policy Framework Event Ignition Source Strategic Objectives Strategies & Tactics Evaluation Fire Type Unplanned Planned Wildfire Prescribed Fire Human Natural Management Converted Prescribed Fire Escaped Prescribed Fire Protection Resource Benefits Direction selected & managing resources to achieve incident objectives Compare outcomes with objectives Resource Benefits

31 It will take time… Policy guidance and interagency direction continues to be prepared by the NWCG Fire Policy Committee.

32 Internal Communication (Fire Staff) Goals –Response based on Land/Resource/Fire Management Plan Objectives –Fire Management Unit – role of wildland fire, resource protection, resource benefit, response, initial attack, suppression options Strategies –Perimeter control, point/zone/area protection, confine, monitor or combinations of Tactics –Specific resource performance to complete strategies

33 External Communication Tell the story – –How the fire started –What we’re planning to do –Current conditions – size, location, concerns, –Why (protection objectives - resource objectives…) –Where (place work is being done) –When (now or sometime in the future) –How (what resources will be used) –Who (agencies involved)

34 Dick Bahr National Fire Science & Ecology Program Leader Fire Management Program Center – NIFC 208-387-5217 e-mail:

35 Bob Roper Chief, Ventura County Fire Department

36 READY ! SET ! SET ! GO! GO! Ready Set Go!

37 Action plan that ties preparation to evacuation / survival Ready Prep / FIREWISE Set Situational Awareness Go When? Now Where? As Directed Where? As Directed Why? Survive Why? Survive

38 CLICK TO EDIT MASTER TITLE STYLE Why RSG? 1.Need to improve personal responsibility for living in the WUI, both structure and personal safety 2.100-year fires happening every five years? 3.Residents are staying without knowledge, training and poor situational awareness causing safety issues

39 Why RSG? 4.Fire suppression costs: - Escalating structure protection $ 5.Public expectations and fire agencies capability don’t match 6.New codes vs. existing structures 7. Ember environment vs. flame front 8. Transitory population into the WUI

40 Not all fires are the same Firefighters are at greater risk in unprepared areas When the public stays, they put firefighters at risk RSG may be only viable option due to environment & fiscal conditions

41 Australian Model “Prepare, Stay & Defend or Go Early?” “Ready, Set, Go?” Do what we’re doing today? Options

42 RSG Goals Protect life (public & FF) and property Create “Fire-adaptive Communities” Gain active participation in the WUI solution via Personal Responsibility Turn preparation into “Action” Promote early evacuation and early return as a “baseline” message

43 How to RSG? Create / Adopt a Strategy to Create Fire- adapted Communities Create / Adopt A Common National Strategy and Create Fire-adapted Communities 1 st Step

44 Fire-adapted Community Process Cohesive Strategy Firewise Fuels Treatments Defensible Space Ready, Set, Go! Local Capacity Codes/Ordinances Living with Fire Take Responsibility Prevention CWPP Outcome Foster self-reliance and increase resiliency 2009/10 Flame Act

45 2 nd Step Identify Risk Factors Your Community is a Candidate for RSG if …

46 Common Home Ignition Zone Components







53 History

54 Community Infrastructure Poor Circulation Narrow Streets Older Homes Water System Public Opinion

55 Existing Structures/ Infrastructure Infrastructure issues unlikely to change Mature vegetation Structures not ignition resistant

56 3rd Step Consider structures as a fuel model Understand how fuels ignite – embers vs. flames Like brush/trees, structure fuels need to be managed Maintained Codes good on new structures if adopted, but largest exposure threat is from existing structures, retrofits?

57 4th Step Social Marketing How to effectively communicate w/public Gain public involvement towards WUI solution Public must understand wildland fire & need for evacuation

58 Different Results? Einstein said …………

59 READY! SET! GO! Implementation Plan

60 FFs teachers/ambassadors! –Trust Message –Personal responsibility –Know your risks –Know what you can do to survive Audience –Homeowners & residents –Targeted communities

61 Materials (adapted to community) –“Action Plan” Brochure –Videos & PSAs –Risk Assessment Form –Home Hardening Photos –Door hangers

62 Methods –Door-to-Door –Home Risk Assessments –Town Hall Meetings –Theaters –Flyers –Banners –Internet Sign-Up –CERT –Jury Service

63 How Do We Measure Success? Establish baseline information Verbal and on-site post observations indicate Awareness Attitude Behavior Teaching Readiness SUPPORTIVE ACTION SHARE INFO KNOW & UNDERSTAND

64 Why Will RSG Be Successful? Simple, easy to understand Cost effective & easy to implement Can be passively taught if needed Complementary to other programs Firewise, Living with Fire, Fire Safe, CWPP, Take Responsibility, FireSmart, Project Wildfire, IBHS Crosses urban vs. rural communities Focuses on maintenance efforts, then retrofits

65 Why will RSG be Successful? Delivered by firefighters Studies have shown that the public trusts information it receives from firefighters Firefighters see how RSG benefits them and the people they serve

66 Why Will RSG be Successful? RSG Attracts Partners

67 Why Will RSG Be Successful? Can be transitioned to other hazardous situations

68 Ready! Set! Go! Future Integrate into “Cohesive Strategy” to build Fire-adapted Communities Expand to: Schools, work places, special needs, hikers Evacuations Terms, models, plans (pre/post)



71 Why RSG?

72 Contact Information Bob Roper – Ventura County Fire Links: Lucian Deaton Wildland Fire Program Manager, International Association of Fire Chiefs –703.273.9815 x318

73 Brienne Magee Public Affairs Specialist, Coconino National Forest

74 15,000+ acres NE of Flagstaff, AZ Schultz Fire

75 Monsoons = flooding ~140 properties affected

76 Schultz Social Media

77 Why it works for us: –Fast, easy uploads –Other forest views –Well known (media, public, partners, employees) –Stats

78 Why it works for us: Maps Downloadable

79 Why it works for us: Maps Downloadable

80 Challenges: –Need an already established account –Need knowledgeable personnel –GETTING photos

81 Main twitter sources on the Schultz Fire (Forest Service and IMT) –@CoconinoNF –@Eneitzel Other sources: –City, County, ADOT

82 Why it works for us –Accessible: Don’t need an account to see twitter feeds

83 Why it works for us –Immediate (ex: burnout operation, lots of new smoke)

84 Why it works for us –Retweeting…reaching thousands with one click 1,900 followers 323 followers 2,500 followers 1,100 followers AZDS (not pictured) - 2,100 followers

85 …a bit more about retweeting –Local partner agencies retweet each other –Retweeting Inciweb

86 A few final ways Twitter is helpful –Listening/Monitoring tool Hashtags (#SchultzFire, #Schultz, #SchultzFlood…) Searches Twitter monitoring/analytics sites –Attaching photos –Including links to tweets (url shorterners like

87 Challenges –Need existing account (established credibility) –Turnover in personnel with account login info Max-out in time –Consistency (news releases, websites)

88 Social Media Start now!

89 Jennifer Strickland U.S. Fish and Wildlife Service, Southeast Region

90 Social Media in a Crisis The U.S. Fish and Wildlife Service’s use of social media during our response to the Deepwater Horizon oil spill Photo: Tom MacKenzie, USFWS

91 Social Media in a Crisis A Suite of Tools Social media tools employed to work in concert with our website Twitter Facebook YouTube Flickr SMS text alerts

92 Social Media in a Crisis 1.Media advisories 2.Share breaking news (after approval by Unified Area Command, or UAC) 3.Promote content from the website 4.Promote content posted to other social media outlets 5.Republish accurate, reliable information from other sources Twitter: The Aggregator

93 Social Media in a Crisis Facebook: The Sounding Board Share content posted on website or social media sites with an active, large, well organized audience Monitor feedback and positive/negative reactions from the public Found to be the #1 tool for increasing direct traffic to content

94 Social Media in a Crisis YouTube: The Storyteller Seek out storytelling opportunities with a lot of visuals, good facts and high interest –1 Crisis + 1000s helpless animals + 100s hardworking, dedicated people = 1 video with a high chance of success –Speak to the by sprinkling the facts in over great imagery –First video: “Oiled Bird Gets a Bath” = 11,400+ views on Deepwater Horizon Channel, 3,550+ on USFWS for over 14,950 total views Easy to shoot video while using all other tools to communicate ongoing response work Learned to coordinate with Deepwater Horizon channel (run by Unified Command) for cross-promotion –One video, one URL shared via many outlets

95 Social Media in a Crisis YouTube: The Storyteller Twitter: promote shooting and release Facebook: share release with broad audience YouTube: organize videos by subject using playlists –Videos will endure as long as YouTube does –Disciplined tagging facilitates long-term search results

96 Social Media in a Crisis Flickr: The MVP Access to account granted upon request Uploaders sent guidance document explaining uploading, tagging and process for UAC approval Designated person reviews photos in “private” mode before making them live “Oil on Bon Secour” Photo: Jennifer Strickland, USFWS

97 Social Media in a Crisis Flickr: The MVP Those photos went VIRAL! –Flickr itself is easily searchable, and photos appear in search engine results –No more emailing huge high-resolution images –All photos organized on easily accessible website with credit to photographer, location, etc. –Used by reporters and videographers unable to get their own photos –Viewed, shared, favorited by citizens, activists, partner orgs, state agencies I used the site to pull photos for this presentation!

98 Social Media in a Crisis SMS Text: The News Right Now? Oil spill SMS alert list created –Subscribe via website widget or text –Opt-out at any time –Updates any where, any time Problems –Approval process –Gaps in content distribution

99 Social Media in a Crisis The Aftermath What lasting evidence do we have to show how we made a difference? Social media is fleeting, difficult to document, impossible to archive… isn’t it? Photo: Hannes Grobe, AWI

100 Social Media in a Crisis The Aftermath NO! Social media is perfect for getting information up fast! It archives itself, (and if you don’t trust it, you can archive it yourself later!) Photos and videos on Flickr and YouTube will always be online, always be accessible Clips of video footage available for download Foundation for future SMS messaging lists already in place

101 Social Media in a Crisis Just My Opinion… Most valuable player for oil spill: Flickr Most valuable player for internal fire comm: SMS Most valuable player for external fire comm: Flickr and Twitter

102 Social Media in a Crisis Contact me! Jennifer Strickland, New Media Specialist U.S. Fish and Wildlife Service, Southeast Region See it all for yourself! (national)

103 GoToWebinar Control Panel – QUESTIONS Raising Your Hand To raise your hand, click on the hand icon. You may ask your question on the phone call once you have been un-muted by the Organizer. This is so that multiple people do not ask questions at once.

104 Thank You

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