Fire today ManagementVolume 69 • No. 1 • Winter 2009
Wildland Fire CommuniCation
United States Department of Agriculture Forest Service This Issue… The articles in this issue, Communicating About Wildland Fire, were compiled by the National Wildfire Coordinating Group’s Wildland Fire Education Working Team. Three themes emerged from the articles. 1. Knowledge Is Power. Whether it’s a home that is imminently threatened by wildfire or a child far away worrying about the fate of wild animals during a fire, people want and need information about fire issues. When well informed, people are more likely to support fire management. Knowing what our audiences need and want helps to make us better communicators. 2. Trust Fosters Good Communications. Listening to, understanding, and enlisting the help of local folks is an effective way to spread the word. How well messages are received often depends on how well the messenger is trusted. 3. Details Matter. Everything we say and do—from the words we choose to the way we dress or act—influences our communications. People respond better to every day language, and they appreciate direct interaction and hands-on activi ties with fire experts. To paraphrase Jim Hubbard, Deputy Chief of State and Private Forestry, in his interview with Maureen Brooks (see page 13), “If fire prevention and education is important then maybe it is not just one person’s job—maybe it is everyone’s job.” We hope that this issue will help you do your job of communicating about wildland fire. —Catherine J. Hibbard, issue coordinator
Fire Management Today is published by the Forest Service of the U.S. Department of Agriculture, Washington, DC. The Secretary of Agriculture has determined that the publication of this periodical is necessary in the transaction of the public business required by law of this Department.
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Tom Vilsack, Secretary Melissa Frey U.S. Department of Agriculture General Manager
Abigail R. Kimbell, Chief Karen Mora Forest Service Managing Editor
Tom Harbour, Director Editors Fire and Aviation Management EMC Publishing Arts
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Fire Management Today 2 Fire Management today Volume 69 • No. 1 • Winter 2009
On the Cover: Contents This Issue ...... InsideFrontCover Anchor Point—Trust Through Communication ...... 4 Tom Harbour
Prescribed Fire: Bad–Tasting Medicine? ...... 6 Catherine J. Hibbard and Eleanor Morris Crucial Factors Influencing Public Acceptance of Fuels Treatments . . 9 Sarah McCaffrey A Conversation With James E . Hubbard, Deputy Chief of State and Top left: Press conference held in Private Forestry ...... 13 Pinewood Springs, CO, during the 4,000 Maureen Brooks acre (1,619-ha) Big Elk Fire. Photo: Forest Service Arapahoe-Roosevelt Communicating for Compliance: Oregon’s Approach to National Forest, 2002. Wildland–Urban Interface Regulation ...... 15 Top right: Information Officer, Catherine Rick Gibson Hibbard, informs interested people who were attending the Stars and Stripes Working With Communities During Incidents ...... 17 Spectacular celebration in Suffolk, VA, Traci Weaver on July 4, 2008, about the ongoing South One Fire burning in Great Dismal Swamp Communicating About Fire With Tribal Organizations ...... 21 National Wildlife Refuge. Photo: Mark Germaine White and Pat McDowell Hebb, Fish and Wildlife Service, 2008. Want To Be a Great Media Spokesperson? Remember LCES and Bottom left: Texas Forest Service employee, Mary Leathers, explains Other Fundamentals ...... 24 Firewise concepts using an interactive Bob Panko display at “Texpo” in Conroe, TX. Photo: Jan Amen, Texas Forest Service, 2007. Myth Busting About Wildlife and Fire: Are Animals Getting Burned? .26 Bottom right: Vickie Carson briefs a shop Karen Miranda Gleason and Shawn Gillette owner during Rombo Mountain Fire near Innovative Fire Education in the Classroom ...... 29 Sula, MT. Photo: Jan Amen, Texas Forest Service, 2007. John Owens Who You Gonna Call? ...... 31 The USDA Forest Service’s Fire and Aviation Bernie Anderson Management Staff has adopted a logo reflecting three central principles of wildland Smokey Turns 65 With a New Look ...... 33 fire management: Helene Cleveland • Innovation: We will respect and value thinking minds, voices, and thoughts of New Marketing Tactic Increases Fire Prevention Awareness . . . .35 those that challenge the status quo while Brienna Pinnow focusing on the greater good. Key Messages for Communicating About Wildland Fire ...... 37 • Execution: We will do what we say we will do. Achieving program objectives, Catherine J. Hibbard improving diversity, and accomplishing targets are essential to our credibility. • Discipline: What we do, we will do well. Fiscal, managerial, and operational short Features discipline are at the core of our ability to fulfill our mission. Fire Communication and Education Products ...... 12 Web Sites on Fire ...... 16 Selected Fire Communication Research ...... 23 Contributors Wanted ...... 39
Firefighter and public safety is our first priority.
Volume 69 • No. 1 • Winter 2009 3 Anchor by Tom Harbour Director, Fire and Aviation Management Point Forest Service trust through CommuniCation
his issue of Fire Management reduces hazardous fuels and lessens Today centers around com the risk of wildfire but also restores The common thread, T munication—the ability to do fire to fire-adapted ecosystems, our most potent tool, so, the tremendous benefits you responds to the effects of a chang reap if you are proactive and effec ing climate, and achieves a sustain is communication. tive, and the residual effects if you able environment. don’t. The same LCES—Lookouts, Communication, Escape routes, We provide community assistance need to establish good communi and Safety zones—that have applied through grant programs to build cation lines prior to the incident. to us in wildland firefighting for capacity for suppressing and reduc It’s what we do before the incident decades also apply to the communi ing losses from wildfires. Our ongo happens that sets the stage for how cation requirements of today. ing prevention and educational things will go during the ensuing programs have helped to reduce the incident and after its conclusion. As we all know, LCES are vital links number of human-caused wildfires to fire safety during any incident— over the past several years. Along with communication, cred they’ve repeatedly proven them ibility is essential. We must have selves effective. Just as in the midst Decisions for managing fires are credibility with our partners, of any wildland fire it is imperative informed using the best avail stakeholders, publics, and regula that we establish good, clear lines able science and technology while tory agencies. Communication, of communication and test them, the Nation’s communities and both the giving and the taking, is it is equally important to plan and resources are protected through an extraordinary simple word with implement effective communica safe, efficient, and effective wildland complex underpinning. We have tion strategies before and after the fire and aviation management and to be knowledgeable, mean what incidents. Good communication is emergency response. The common we say, and say what we mean—be essential. As LCES were established thread, our most potent tool, is accountable. to help ensure safety of fire person communication. nel on the fireline, in a broad sense, We need to reach out and com they relate to what we do when Obviously, people’s need for ongoing, municate with people at all levels, managing fire and aviation’s com updated, real-time information in all walks of life—keeping in munication efforts as well. during an incident is enormous. mind everyone’s needs are differ Whether a small community or a ent. We’ve built the capacity to The wildfire with the least risk is large urban area, the requirement communicate during an incident, the one that doesn’t occur, so we for timely communication does not but as professionals, we recognize use “lookouts” 365 days a year to differ. Less obvious to some is the the importance of conveying easily help us take the appropriate actions to prevent or mitigate fire through the least costly, most efficient Further Information means available. We partner with InciWeb may be accessed at
Fire Management Today 4 We need to reach out and communicate with evolve as we reach out and build relationships, trust, and credibil people at all levels and in all walks of life—keeping ity with our stakeholders and the in mind everyone’s needs are different. public. These efforts will eventually bring us all to the ultimate safety zone—where fire-adapted ecosys understandable information and and accomplishments. We expanded tems are resilient to disturbance focusing on prevention. our internal communication efforts and communities are protected by establishing my blog. I am com throughout the Nation. With effec This past fire season, we contin mitted to continuing this evolution tive communications, strengthened ued the use of InciWeb and our and will capitalize on opportunities relationships, trust, and credibility, Web sites to provide our internal as appropriate to meet demands for we will achieve our mission of sus and external audiences the most enhanced communication. taining the health, diversity, and recent fire information. We suc productivity of the Nation’s forests cessfully completed our 2007 Fire Now, I’m sure you are all wonder and grasslands to meet the needs of and Aviation Management Year ing just how escape routes and present and future generations. in Review, which documents and safety zones fit into the realm of demonstrates our accountability communication. Our escape routes
Homeowner meetings and press conferences promote trust through communication. Photo: Arapaho and Roosevelt National Forests and Pawnee National Grassland.
Volume 69 • No. 1 • Winter 2009 5 PresCribed Fire: bad–tasting mediCine? Catherine J. Hibbard and Eleanor Morris
magine waking up tomorrow (54 percent) with people than other morning and suddenly realiz The research revealed descriptors, especially prescribed I ing that you speak a language a painful truth—we burn (8 percent). The figure below different from your friends, your illustrates the percentages of favor family, your neighbors, and your often talk to people able fire terms. whole community. No matter how about fire using words many times you repeat yourself, or they don’t understand. People understand that controlled how loud you talk, they just don’t burns occasionally get out of con understand your words. That’s what trol, but they want to know that happened to 40 fire management in agreement because the research someone is trying to control it. and communications experts at revealed a painful truth—we often They questioned the term pre a workshop held in April 2008 by talk to people about fire using scribed and wondered if they were Partners in Fire Education (PIFE), words they don’t understand. It’s getting the right medicine. a group of Federal, State, and local not that we’re saying something land management agencies, non wrong, but we could say it better by Should we stop saying prescribed profits, and other stakeholders. The using the same language the public fire? No, messaging experts advise purpose of the workshop was to: uses. that we should start saying con • Share results of a national public trolled burning when addressing opinion survey on perceptions The best example is how we talk the public. Every industry and about fire. Commissioned by about prescribed fires. Some agen profession has its own vocabulary PIFE, the Democratic polling cies use the term prescribed fire understood among peers, so there firm of Fairbank, Maslin, Maullin, in their external communica is nothing wrong with using differ and Associates conducted the sur tions rather than controlled burn. ent terms for internal and external vey together with the Republican Research found that controlled audiences. polling firm of Public Opinion burn resonates far more favorably Strategies. • Create building blocks for a pub 60 lic education program to empha 54 size fire’s role in ecosystems. • Discuss the benefits of fire man 50 agement to public health and safety. 40
In response to the survey on per 30 ceptions about fire, one participant Percent 23 of the workshop stated, “My reac 20 tion was visceral.” Heads bobbed 10 10 8 Catherine J. Hibbard is a wildlife refuge specialist in the Fire Management Program of the Northeast Region of the U.S. Fish 0 and Wildlife Service in Hadley, MA. Controlled Managed Proactive Prescribed Eleanor Morris is a member of the Partners Burn Burn Burn Burn in Education Fire Education Steering Term Committee and a western coordinator for The Nature Conservancy focusing on stra tegic communications and public funding Favorable response to fire terms based on a national public opinion survey (Partners in for conservation based in Missoula, MT. Fire Education 2008).
Fire Management Today 6 One of the biggest mistakes com panies or organizations make is using internal vocabulary in their marketing messages; unfortunately, this vocabulary can be confusing to lay people. Language that is more commonplace can immediately create compelling and persuasive communication with an external audience.
Changing how we speak to the pub lic can be difficult, especially when we have well-entrenched programs. Fortunately, it’s never too late to change. Based on the research results, recommendations for com municating favorable fire messages with people include: Photos can convey the safe implementation of controlled burns. 1. Don’t use acronyms and techni Photo: Gale Gire, Black Hills National Forest. cal jargon. For example, talk about “fire teams” because peo ple feel more confident if more than one person is making deci People understand that controlled burns sions about fire. Use the term occasionally get out of control, but they want to burn rather than fire because know that someone is trying to control it. a burn is seen as smaller, less “wild,” and more able to be con trolled than a “fire” (see sidebar). 3. Use words like “safely” and emphasize that safety of the pub Favorable 2. Incorporate people into all com lic, firefighters, and property is Fire Terms munications; demonstrate how the chief priority. While this is their quality of life will be affect not new to fire communications, ed by fire management. Research Use: it encourages people to listen to Natural areas indicates greater success if out the rest of the fire message. comes from fire management Homes near natural areas strategies: Fire teams 4. Be aware that fire is seen as dan Controlled burns • Protect people, property, and gerous and unpredictable, and communities; Cut/remove/thin trees and brush avoid trying to confront the fear Managing natural fires where safe • Safeguard the health and factor. Phrases like “It is natural regeneration of natural areas; for people to be afraid of fire” do Instead of: • Use controlled burns to clear not resonate with people. fuel while managing safety; Wildland, ecosystem, landscape Wildland-urban interface • Save taxpayer money through 5. Avoid “tough love” messages to controlled burns; Fire managers, homeowners whose homes may management teams • Protect our air and water by not be protected. People recog protecting the health of for Prescribed fire nize that protecting all properties or prescribed burns ests and natural areas; and may be impossible. Most sur • Give plants and wildlife the Mechanical thinning vey respondents agreed that, at Wildland fire use/appropriate exposure to fire they need to times, during large, severe fires survive. management response
Volume 69 • No. 1 • Winter 2009 7 near homes, firefighters might have to let a home burn if no Collaborative Public lives are at risk. However, most Education Efforts also agreed that during large, severe fires near homes, firefight “A Collaborative Approach for Reducing Wildland Fire Risks to ers should do everything they can Communities and the Environment: 10–year Strategy” was approved to try to save all properties. in 2001 to reduce the impact of unwanted fires. The implementation plan for the strategy, developed in 2002 and updated in 2006, outlined 6. Recognize that people under four goals. One goal was the restoration and post-fire recovery of fire- stand and accept that fire adapted ecosystems. A task under this goal was to “[f]urther develop can be beneficial (more than and implement a public education campaign, such as the National three-quarters of the popula Wildfire Coordination Group (NWCG) Wildland Fire: a Natural Process tion nationally agree with this to complement Smokey Bear’s message of fire safety. The campaign will concept) and that putting out all emphasize fire’s role in ecosystems and the benefits of fire management fires can lead to faster moving to ecosystems and public health and safety.” fires that are more out of con trol. People value the health of The Wildland Fire Leadership Council assigned the project to a col natural areas, particularly those laborating group of Federal, State, local, and nongovernmental organi nearby, or famous ones such as zations. The Nature Conservancy and The Wilderness Society took the Yellowstone National Park. lead on developing this interagency collaboration, which became PIFE. PIFE hired the Democratic polling firm of Fairbank, Maslin, Maullin, 7. Use credible messengers who and Associates and the Republican polling firm of Public Opinion people perceive as being on the Strategies in 2007 to conduct national opinion research regarding the front lines, including firefighters, ecological role of fire and various approaches to fire. park rangers, State foresters, and Forest Service employees. Don’t This research included six focus groups in fire-prone communities use Smokey Bear for messages around the country and a national survey of 2,000 individuals. Survey other than preventing human- results were from four samples: a representative national sample of all caused fires. Americans, residents of fire-prone counties near and in forested areas in the Southeast and West, residents of fire-prone counties in shrub and 8. Avoid putting too much blame grasslands in the Rocky Mountain and Plains States, and residents of on past fire policy for current southern California. conditions. For the complete research highlights, visit
Fire Management Today 8 CruCial FaCtors inFluenCing PubliC aCCePtanCe oF Fuels treatments Sarah McCaffrey
n important component of the • Actively involving individuals and that respondents who gave quali wildland fire problem in the communities in the management fied approval were concerned with A United States is the growing discussion helps increase under issues of why the thinning was number of people living in high standing and acceptance of fuels being done, what and how much fire hazard areas. How people in treatments. was being removed, and how it was these areas contribute to fire risk— removed and disposed. or potentially decrease it—will be Support for Fuels shaped by their attitudes and beliefs Treatments Winter and others (2002) found toward different fuel treatment A number of studies have explored two exceptions to the general pat approaches. Understanding the the understanding and acceptance tern of 30-percent strong approval issues and concerns that influence of prescribed burning and thin for treatments. In Florida, where public acceptance of different fuels ning practices. Roughly 70 to 80 prescribed burning is common, management methods, whether on percent of respondents found each 40 percent of respondents held an public or private land, is crucial practice an acceptable manage extremely positive attitude of the information for any fire and fuels ment tool. In surveys that explored method, while in Michigan, only management effort. strength of support, roughly 30 10 percent of respondents held an percent of respondents indicated extremely positive view. This last Several research studies sponsored strong approval, and another 40 to is generally attributed to the 1980 by the National Fire Plan and Joint 50 percent gave qualified approval Mack Lake Fire—a prescribed burn Fire Science Program have exam (Blanchard 2003, Bright and that escaped, killed a firefighter, ined social responses to wildland Carroll 2004, Shindler and others and destroyed 44 houses. fire hazards and fuels-treatment 2003, Winter and others 2005). methods. Table 1 is a summary of Familiarity and information about key studies dis Several concerns shaped degree of Knowledge of Fuels cussed in this article (more detailed acceptance, including where treat Treatments findings on many of the studies can ments were being done and a lack The studies found that people’s be found in McCaffrey [2006]). of trust in the agencies implement familiarity with a practice is asso ing the treatments. For thinning, ciated with greater acceptance of A number of common themes that Monroe and others (2002) found the practice. This fits with findings are reasonably consistent across from earlier wildland fire social diverse ecosystems and different science studies (Carpenter and regions of the country can be iden A number of studies others 1986, Gardner and Cortner tified in the studies: have explored 1988, Loomis and others 2001, McCaffrey 2002). More recent stud acceptability of • A significant portion of the popu ies found a similar link between lation in the study areas support prescribed burning, knowledge and support for a treat thinning and prescribed burning thinning practices, and ment method. Shindler and others as management tools to reduce defensible space and (2003) found that support for both fire risk. mechanical treatment and use of • Most people in fire-prone areas have found that most prescribed burning was significantly undertake defensible space respondents were associated with the respondent’s activities. supportive of natural resource knowledge: more the practices. knowledge was associated with Sarah McCaffrey is a research social sci greater support, as well as more entist with the Forest Service Northern Research Station in Evanston, IL.
Volume 69 • No. 1 • Winter 2009 9 confidence in the agency imple groups exploring smoke issues from their property (Bright 2003, menting the treatments. found that tolerance for prescribed McCaffrey 2002, Nelson and oth burning increased as participants ers 2004). The positive relationship In another study, Blanchard and learned about the practice dur between familiarity with a practice Ryan (2004) found that knowledge ing discussion, particularly among and acceptance is also evident. Of levels were the most significant members of an anti-smoke group the three States studied by Winter factor determining support for pre (Weisshaupt and others 2006). and others (2002), only California scribed burning. People with some had active defensible space ordi knowledge of prescribed burning Defensible Space nances. Ninety-one percent of were less likely to be concerned Ordinances Californians had removed flamma about its being used near a home, Similar dynamics were found with ble vegetation from their property, or about smoke, aesthetics, or defensible space. Most studies have compared to 44 percent of Florida effects on animals and their shown that a majority of people and 42 percent of Michigan respon habitat. Similarly, a series of focus surveyed have removed vegetation dents. Californians were also more
Table 1: Summary of referenced research studies
Primary Where Who Method Investigator(s)
Colorado Front Range, Residents near national Southern Illinois, Bright and Carroll forests and random Chi- Mail survey Chicago metropolitan cago households area
Native Americans, urban and rural resi- Carroll and Weisshaupt Montana, Washington Focus groups dents and an anti-smoke group
Incline Village hom- McCaffrey Nevada Mail survey eowners
Monroe, Nelson, and Homeowners in fire- Minnesota, Florida Interviews Fingerman Johnson prone communities
Massachusetts, Local residents in pine Ryan and Blanchard Mail survey Long Island, New York barren areas
Residents of communi- Shindler and Toman Wisconsin, Michigan, ties adjacent to national Mail survey (2003) Minnesota forests
Arizona, California, Shindler and Toman Residents and education Colorado, Idaho, Or- Mail surveys (2006) program participants egon, Utah
California, Florida, Homeowners near for- Focus groups and mail Winter, Vogt, and Fried Michigan (Missouri ested lands survey added in 2005)
Fire Management Today 10 likely to have a more positive atti Involving Individuals References tude about the effect of defensible and Communities Blanchard, B. 2003. Community percep space on the scenery, saving money, tions of wildland fire risk and fire hazard Finally, research indicates that and improving wildlife habitat. reduction strategies at the wildland interactive and open communica urban interface in the northeastern tion is crucial for public acceptance United States. Thesis. Amherst, MA: Understanding defensible space University of Massachusetts. of fuels treatments. Social market measures is not just a question of Blanchard, B.; Ryan, R.L. 2004. Community ing and natural hazards studies learning the “how to” of creating perceptions of wildland fire risk and fire have found such methods to be hazard reduction strategies at the wild defensible space, but also of learn most effective at changing attitudes land-urban interface in the northeastern ing how effective the actions will United States. In: Murdy, J., comp. ed. and behavior because they allow be in reducing fire risk (Nelson Proceedings of the 2003 Northeastern people to question and clarify new Recreation Research Symposium; and others 2004). Bright’s 2003 information (Monroe and others Newtown Square, PA: U.S. Department study found that whether full-time of Agriculture, Forest Service, Northeast 2005, Toman and others 2006). In residents did anything to improve Forest Experiment Station: 285–294. their study of various fire commu
Volume 69 • No. 1 • Winter 2009 11 Berkeley, CA: University of California. and Florida, USA. International Research Station: 177–186. 300 p. Journal of Wildland Fire. 13(4): Winter, G.; Vogt, C.; Fried, J.S. 2002. McCaffrey, S.M. (tech. ed.). 2006. The 413–425.
Fire Communication and Education Products
A Communicator’s Guide to Wildland Fire is available from the National Wildfire Coordinating Group (NWCG) Web site at
Interagency publications, training courses, and audiovisual materials may be ordered from the NWCG National Fire Equipment System Catalog and may be downloaded from
Fire messaging materials, public service announcements, and links to other resources are posted at the NWCG Web site at
Smokey Bear items can be ordered from the National Symbols Program at
Burning Issues is an interactive multimedia developed by Florida State University and the Bureau of Land Management for middle and high school students to learn the role of fire in ecosystems and the use of fire in managing natural areas. These media along with other fire educational products may be ordered from the National Interagency Fire Center prevention and education site at
Fire Management Today 12 a Conversation With James e. hubbard, dePuty ChieF oF state and Private Forestry Maureen Brooks
and occupancy are the two fac im Hubbard’s career has The Hayman Fire was tors we face across the Nation that spanned more than 40 pivotal––it clearly could dramatically affect the way we do J years of service at the business. State and Federal level. From happen again, and we seasonal employee, to program knew another fire like it Q – Did the Hayman Fire have an supervisor, to State forester, could not be tolerated. impact on your philosophy about to Director of the Office of how we deal with wildland fire? Wildland Fire, he is now the Forest Service Deputy Chief of A – Colorado is a popular tourist A – It clearly did for me. Hayman State and Private Forestry. destination, and residents are very followed some other large fires that active outdoors. Efforts to connect had severe impact on the landscape. Jim Hubbard has been involved people with the environment, while The Hayman Fire was pivotal––it with fire education throughout at the same time providing fire clearly could happen again, and we his career. He has seen fire awareness, were the main focus for knew another fire like it could not management in the United CSFS. These efforts reached a turn be tolerated. After Hayman, fire States evolve from suppression ing point when the dynamics of became a top priority and every only to a complex program that wildfires throughout Colorado and body’s business. Colorado focused includes suppression, wildland the West changed due to climate on ways to reduce the risk of large fire use, and prescribed fires. change and occupancy. fires in all programs: urban and In 1974, he became involved community forestry, forest manage in large fire organizations and Up until the 1990s, Colorado’s ment, and fire management. This extended his local firefight forests were often thought of message became everyone’s mes ing experience throughout the as an asbestos forest because of sage. It was important to connect Western United States, working temperature and elevation. Most and engage community leaders and on interagency project fires. fires occurred in the higher eleva homeowners. Hubbard spent most of his tions where the environment was career in Colorado. more suitable for lightning fires. Q – How do you react when people However, in the 1990s, a change blame today’s wildland fire prob began to take shape. Lower eleva lems on past suppression and pre tion fires threatened homes and vention efforts? Q – In your 34 years with the people. Colorado State Forest Service A – I accept that. In Colorado, (CSFS), what stood out about the In 1994, Storm King saw unusual there was never a major timber wildland fire education and preven fire behavior for the region and industry––recreation, wildlife, and tion efforts? drew public and political attention. water were the priorities for for In 2002, the Hayman Fire burned est management. Because of these 19 miles (31 km) in one day and values, management and fire sup destroyed more than 600 struc pression activities were expected– tures. At this time, fire became –we wanted to keep fire out of the Maureen Brooks is a community fire plan ner for the Forest Service, Northeastern more important, and prevention forest. Had past practices been dif Area State and Private Forestry in messages and use of fire messages ferent, we still would have seen the Newtown Square, PA. became critical. Climate change change in fires from high elevation
Volume 69 • No. 1 • Winter 2009 13 to lower elevations. Even if we had prediction. Armed with these deci We also need to look at the histori taken a different approach, it sion support tools, we can manage cal activities of people and their use wouldn’t have changed the reality fires in a different way—regardless of fire. People need to understand of where we are today. of the category. We can better pre that we are seeing changed condi dict the effectiveness of the sup tions and they have to be more Because of changes in temperature, pression methods and the results of vigilant than ever. We still respond moisture regimes, and humidity, our actions. and suppress 98 percent of fires we have different conditions. We through initial attack. Again, cli also have changes in population. Q – What contributions can a wild- mate change and occupancy have We need to consider the magni land fire education program make affected fire behavior and our abil tude of these factors and deal with to some of the large issues facing ity to manage fire. them––not dwell on past mistakes wildland fire management today, or what we should have done. like cost containment, community Q – In light of reduced budgets protection, and fuels treatments? and personnel, often the first to Q – Considering the multifaceted go in organizations are prevention world of fire management today, A – We need to connect humans and education efforts. What is your where we are geared up to suppress with ecosystems. Education needs advice on how we can continue to wildland fires, manage wildland fire to promote what is happening in educate the public during these use fires, and put fire on the land our system, along with the results. lean times?
A – Recognize the reality of it. We Ask organizations how important their prevention will always be asked to fight fire. and education efforts are in terms of risk and Ask organizations how important exposure. If it’s important, maybe it is not one their prevention and education efforts are in terms of risk and person’s job––maybe it is everyone’s job. exposure. If they are important, maybe it is not one person’s job–– maybe it is everyone’s job. It comes with prescribed fire, what does a People need to understand that down to prioritization, where we’ve comprehensive wildland fire educa conditions are different today, and made investments, and where we tion program look like to you? exposure to large fires will con will get a return on investments. tinue. Fire management is very A – The program would answer costly and will continue to cost us. Q – What does Forest Service lead the questions: What role should We will be evaluating all fires to ership need from the field to assist fire play in a natural system? How determine the necessary response in keeping funding and positions in should we respond to any fire? How with the understanding that there place? should we intentionally put fire is different fire behavior and more back in the system that is altered exposure. A – We need to hear about your by climate and occupancy? The pro successes. We need to be able to gram would inform the public that Smoke and human health issues show the sustained change––a (1) we want to protect values and are important factors in wildland change in the dynamic is not fast. get results, and (2) we have deci fire education. If we are going to We need to show increased coordi sion support tools to manage fire protect communities, whether we nation and homeowner responsibil that are based on proven research are suppressing fire or conduct ity. We need to highlight, support, and tested models. ing forest management activities, and, more importantly, grow these smoke is an important issue. How situations that start to make a cul We can now make decisions we and when we manage smoke is tural change on the landscape. could not make before. We have important for people to know. confidence in the reliability of the
Fire Management Today 14 CommuniCating For ComPlianCe: oregon’s aPProaCh to Wildland– urban interFaCe regulation
Rick Gibson
basic principle of communica material, must not encroach on a tion is “know your audience.” Due to stringent land chimney or stovepipe by less than 10 feet (3.048 m), and must be part A The Oregon Board of Forestry use planning laws and kept this in mind when drafting of a treated fuel break. regulations for the wildland-urban regulations protecting interface (WUI). Oregon consid forests and agricultural Allowing trees in close proximity ered site-specific conditions, sci lands from development, to structures promotes their ben ence, and the wants and needs of the WUI areas are not efits of providing shade, lowering Oregonians to write regulations ground fuel temperature, slow that “bucked the trend,” but were expanding as rapidly ing fuel moisture loss, inhibit geared for compliance. in Oregon as in other ing ground and ladder fuels, and States. impeding movement of embers, Oregon is no stranger to large while appearing to only minimally wildfires. The four fires of the increase the risk of spreading fire Tillamook Burn (1933, 1939, 1945, areas are not expanding as rapidly to the structure. and 1951) collectively burned in Oregon as in other States. 642,000 acres (259,808 ha). In Oregon also considered the accep 2002, the Biscuit Fire was the larg With this background and know tance of its constituents in choos est in the Nation burning nearly ing how Oregonians love their ing how to enforce WUI regula 500,000 acres (202,343 ha). The trees, Oregon enacted the Oregon tions. Across the United States, losses of structures have been mini Forestland–Urban Interface Fire many laws, regulations, and codes mal compared to other Western Protection Act (Act), commonly require WUI residents to create fuel States and Canadian provinces. No known as Senate Bill 360. The breaks around their homes or face single fire in Oregon has burned Board of Forestry knew landowners fines for failing to do so. For exam more than 55 homes in more than would consider any WUI regulation ple, California’s Public Resources 50 years. proposing to remove trees as “dead Code requires that owners and on arrival” so they opted to address residents establish a 30- to 100 Research from the Forest Service’s measures that landowners would be foot (9.144- to 30.48-m) firebreak Missoula Fire Sciences Laboratory more willing to embrace. around occupied dwellings and found that, nationwide, most WUI structures. Failure to do so results wildfire structure losses occurred Using research from the Missoula in a fine ranging from $100 to $500 without additional loss of adjacent Fire Sciences Lab, Oregon focused and authorizes local agencies to trees. Airborne embers and spread on the treatment of ground and do the work immediately and then ing ground fire is the primary ladder fuels, and dispensed with levy a lien against the owner for the ignition source for most structural tree removal and crown separation costs. losses. Also, due to stringent land standards found in WUI regulations use planning laws and regulations of other States. The act was adopted Like California, Oregon also asks protecting forests and agricultural in 1997 and is now in place in the owners and residents to establish lands from development, the WUI State’s most wildland fire-prone a 30- to 100-foot (9.144- to 30.48 counties. It allows the retention m) fuel break, but does not make of mature trees—even those that inspections for compliance or issue Rick Gibson is the fire prevention manager overhang a structure. Such trees fines for violations. Also, Oregon for the Oregon Department of Forestry in Salem, OR. must be “substantially” free of dead does not authorize government
Volume 69 • No. 1 • Winter 2009 15 entities to do the work and then starts on their property and spreads These “enforcement” mechanisms levy a lien. from or through the fuel-break have saved the Oregon Department area. of Forestry from having to fund Oregon notifies landowners of their and staff a large inspection and obligations under the act and gives Compliance is achieved not only compliance monitoring effort. By them 2 years to bring their prop by landowners seeking to avoid knowing its audience and proclaim erty into compliance. During the liability, but also by homeowner ing unconventional regulations to 2-year window, landowners must association covenants, restrictions, encourage compliance in the WUI, self-certify to the State that they and neighborhood peer pressure. Oregon has saved time, money, and have met the standards set forth Insurance companies have also resources, allowing it to focus on under the act. Fines are not issued, become more aggressive at educat other fire information and educa but landowners who do not certify ing their customers about the need tion efforts. automatically become statutorily to adopt adequate fuel breaks and liable for up to $100,000 of certain other needed mitigation measures costs for suppressing any fire that in WUI settings.
Web Sites on Fire* Following is a sampling of Web sites containing information and resources for wildland fire education. For additional resources, see “Innovative Fire Education in the Classroom,” page 29.
Information for use in the classroom, outdoors, or in a virtual setting is available on the Bureau of Land Management environmental education Web site at
The Forest Service fire and education Web page at
National Park Service fire education resources are available for students and teachers, including lesson plans at
The Green Ranger interactive children’s Web site includes fire prevention information at
Fire ecology curriculum is available on the Discovery Channel Web site at
For information on The Nature Conservancy’s Global Fire Partnership and Fire, Landscapes, and People: A Conservation Partnership, go to
For a virtual wildfire field trip for grades 6 through 9, visit
College-level students can learn about wildfires using a case study of the Yellowstone Fires at
* Occasionally, Fire Management Today briefly describes Web sites brought to our attention by the wildland fire community. Readers should not construe the description of these sites as in any way exhaustive or as an official endorsement by the Forest Service. To have a Web site described, contract the managing editor, Karen Mora, at 970 295-5715,
Fire Management Today 16 Working With Communities during inCidents
Traci Weaver
ommunication takes on a new jobs more effectively when they level of importance during a understand the individual needs for Communication takes C disaster, especially to those accurate and timely information. on a new level of most affected—the victims, who commonly feel powerless and in the Get the Message to importance during a dark. In times of disaster, accurate Those Most Affected disaster, especially to and timely information becomes PIOs learned years ago the impor those most affected— a basic need, much as food, water, tance of getting the message to the victims. and shelter. People don’t just want people who need it the most. to know what is happening. They “Traplines” allow PIOs to post infor need to know. As incident managers mation in locations frequented by from Alaska. “I gather my trapline and responders, understanding that locals and to gauge local attitude PIOs and tell them—getting to need for information helps us do toward the incident managers. know the people, what their con our job more effectively. Running a trapline means getting cerns are, and what their percep out into the community and meet tion of the incident is. I want them In the past, public information ing residents on their turf; this out talking to regular folks, not just officers (PIOs) were not a part of all could require a staffed information the agencies involved.” incident management teams (IMTs). table in front of the local hangout. Although PIOs are more commonly Certain information, however, may included now, this inclusion might “Traplines are an opportunity for not be appropriate for traplines. be more due to the need to respond one-on-one mingling with the One well-meaning PIO posted to the 24/7 news cycle rather than public,” said Pete Buist, type 1 PIO an entire Incident Status Report as a public service. Regardless of how PIOs find their Lessons Learned from Hurricane niche on IMTs, PIOs are an essen tial component of incident manage Katrina ment teams. Community relations is a key aspect of their job. Relying Hurricane Katrina is perhaps the best example of failed community solely on the media to disperse relations—those most affected received the least information. With information often leaves the public power outages and more than half of the city flooded, most victims had frustrated. Those most impacted no television or Internet access for the latest information. need more than the snippet of information the nightly news pro The Lone Star State IMT provided ice, water, and rations at several vides. They need information before locations in southeast Louisiana. After the first day, crews asked PIOs it is printed in the local paper. They for a handout for people who were desperate to know what was happen need specific information about ing, where to go for help, and what to do. The PIOs created a flier with their neighborhood, to know who consolidated information—names, addresses, phone numbers, and Web can they talk with, and when can sites of churches and other organizations offering hot meals and vari they talk to them. IMTs can do their ous types of assistance.
While this flier did not provide an ideal solution, victims were thankful Traci Weaver is a National Park Service because the information—no matter how limited—empowered them. fire communication and education spe cialist, serving parks in Montana and Crews distributed 20,000 fliers the first day and asked for more. FEMA Wyoming, and chair of the National Public published its first disaster newsletter more than 2 weeks after Katrina hit. Information Office Working Group.
Volume 69 • No. 1 • Winter 2009 17 around a community in Georgia. Community Meeting Tips After the local emergency manage ment director saw his town listed Community meetings are an excellent way to provide timely and accu in the 12- to 24-hour POTENTIAL rate information while allowing the affected public to see and speak threats, he unnecessarily evacuated with incident managers. Type 1 PIO Pete Buist offers the following tips: the whole community. Information without an appropriate explanation • Plan a community meeting early, even if little information is avail can be confusing. able. An early meeting offers the opportunity for people to begin engaging with the incident management team and vice versa. Those “Dreaded” • The meeting location should be easily accessible, have adequate Community Meetings parking, chairs, a sound system, a place to display maps, and so Although community meetings can forth. If necessary, vary meeting locations to reach more people. be a strain, they provide timely and • Choose the right person to lead the meeting; a PIO is not automati accurate information and allow the cally qualified. The meeting facilitator must be calm, efficient, and affected public to see and speak compassionate. with incident managers. • Be honest. Give people enough credit to understand and accept the situation. If things aren’t going well, tell them, and then tell them “The most common complaint how you’re going to fix it. from people is ‘we don’t know • Always have a question-and-answer session at the end of the meet what’s going on, and we can’t get ing. Even if some key people have to leave early, keep someone good intelligence,’” Buist said. there to answer questions for as long as necessary. “Oftentimes when a team is doing • Remember you are the professionals, but a citizen might have a a transfer of command, the team better idea. Don’t be afraid to listen. Also, don’t back down if the finds out a community meeting is crowd gets cranky. Be confident, but avoid being defensive or already scheduled. It’s important to unapproachable. have a meeting early on, introduce • Hold community meetings as often as the public is interested. Some the team to the public, and open incidents won’t require community meetings, but some will require that line of communication. Be multiple daily public briefings. Be flexible. honest with the public, even if it’s • Consider using an open-house format for handling controversial too early for the team to have much topics that could draw a large, potentially hostile crowd. Individual information. It’s more comforting stations staffed by PIOs or knowledgeable agency personnel provide than not hearing anything at all.” locations where people can go for specific information and ask questions one-on-one. Staff the open house for several hours to The 2007 Jocko Fire at Seeley accommodate various schedules. Lake, MT, is a prime example. The Alaska type 1 team immediately began holding community meet ovations at every community meet that several people from Seeley ings, sometimes two per night. The ing. They gave us a key to the city Lake visited their new firefighter fire had all the makings of a com and the gymnasium was plastered friends the following winter at the munity relations disaster from the with signs that said things like Winter Carnival in Fairbanks, AK. beginning: early rumors of the fire ‘(Incident Commander) Lynn being mismanaged, evacuations Wilcock for Mayor.’” Members Involving the Public and re-evacuations, and the main of the Alaska IMT and residents Information officers have learned highway being closed through a formed such strong relationships to be creative and think of new tourism-dependent community. ways to keep the public involved and give them ownership during “It turned out to be a huge commu Don’t assume an incident. A good example is the nity relations success story,” Buist everybody is getting August 2007, 48,000-acre (19,425 said. “I attribute that to the frame ha) Castle Rock Fire in Ketchum, of mind of the people, as much as accurate information ID. The IMT worked with local to our efforts and the fact that we when it’s needed. government entities to staff a joint saved the town. We had standing information center with volunteers,
Fire Management Today 18 I think they gained a wonderful perception of the incident manage ment teams and agencies involved. Later, we offered camp tours that drew hundreds of individuals.”
Although evacuees can work well as volunteer information officers, PIO Peter Buist cautions, “It’s best not to hire locals who are directly impacted by the incident because they can be emotionally involved, even to the point of abandoning their duties to protect their own property.”
Community meeting at Seeley Lake Elementary School, Jocko Lakes Incident, Flathead However, hiring locals sometimes Agency, Seeley Lake, MT. Photo: Angie Kimmel, Wild Blue Yonder Photography. 2007. is essential. Buist’s team made this decision while working on the residents with voices that were talking points, fact sheets, fire Rodeo-Chedeski Fire. The team— often familiar to callers. maps—whatever was needed for from Alaska—was working in a the volunteers to do the job well. village with a large population of One or two PIOs oversaw the Bulletins boards in front of the cen Apaches who did not speak much center, trained volunteers as they ter were established and staffed so English. Hiring Apache-speaking reported for duty, and answered local residents could find the latest locals was essential to reaching the media calls, but most phone calls fire information without disturbing affected people. “Locals knew the were answered by the volunteers. the volunteers. A local volunteer coordinator supervised the effort by organizing schedules and keeping the center PIOs need to put themselves in the victims’ shoes adequately staffed. PIOs were also long enough to determine the best means for available to answer questions for the volunteers. effective communication.
“It really worked well,” said type 2 PIO Bob Beanblossom of West “When people are involved, they language, the geography, the poli Virginia. “Volunteers were famil don’t feel so much like victims,” tics, and each other,” Buist added. iar with the area and local places, Beanblossom said. “Several indi Libraries, schools, and even grocery and they often knew the callers. It viduals were evacuated, many for stores are good places to find indi offered a sense of comfort to the long periods, but they regularly viduals available to volunteer or callers and empowerment to the reported for duty. They were where work on an incident. volunteers.” they wanted to be: helping others and hearing the latest information The Reward of At least twice, the fire prompted firsthand.” Listening large-scale evacuations. Center Listening is often more important managers quickly brought in addi While a volunteer-run center may than talking, which is an invaluable tional volunteers to handle the not work everywhere, it was a suc lesson for PIOs and incident man increased call volume. cess in Ketchum, a community of agers. Many times an angry victim about 5,000 year-round residents. just wants someone to listen, to PIOs briefed the volunteers every “Plenty of volunteers had time hear what is said, regardless if it is shift change and when significant to give, and many returned day accurate or deserved. events occurred. They provided after day.” Beanblossom said. “And
Volume 69 • No. 1 • Winter 2009 19 People who were most affected by an incident won’t necessarily remember what the media said, but how they were treated by an IMT.
A homeowner in Alaska was dis rupting a public meeting during the Boundary Fire in 2004 until the PIO stood by to let the person unload. The woman complained about everything and everybody, A public information officer explains the evacuation plan. Attendance at the nightly then stopped suddenly, looked at meetings during the Jocko Lakes Incident ranged from 250 to 650 people, depending on fire activity that day. Seeley Lake, MT. Photo: Angie Kimmel, Wild Blue Yonder the PIO and said, “I just needed Photography. 2007. someone to hear me out. Thanks for listening.” they say, and provide the informa a type 3 trainee PIO, but I do want tion they need. Information with someone who can communicate While it is easy to be defensive dur out empathy can seem callous and well with the citizens,” he said. ing those circumstances, it is usu commonly is ignored. ally best just to listen. People want Final Thoughts to be heard. When we listen, they Buist stressed the importance of In an age where Internet and the know someone actually cares. Take two-way communication. “As a lead media dominate, it is easy to over time to listen to people, hear what PIO, I don’t care if I have a type 1 or look the importance of face-to face communication. While PIOs should use all of the tools available, they need to put themselves in the victims’ shoes long enough to determine the best means for effec tive communication. Don’t assume everybody is getting accurate information when it’s needed. Ask for feedback frequently and adjust tactics to provide information and meet human needs.
People who were most affected by an incident won’t necessarily remember what the media said, but how they were treated by an IMT. They will remember whether the team met their community’s needs Thank-you sign near Harpers Lake Base Camp, Jocko Lakes Incident, Flathead Agency, Seeley Lake, MT. Photo: Angie Kimmel, Wild Blue Yonder Photography. 2007. in a timely, accurate manner.
Fire Management Today 20 CommuniCating about Fire With tribal organizations Germaine White and Pat McDowell
significant portion of forest land in the United States— Each tribe can be a valuable source of A particularly in the arid and fire-prone West—lies within or information and a natural ally for communicating adjacent to Indian reservations. wildland fire messages. Even more lies within native aboriginal territories considered by tribes to be areas of special con The key to working effectively tradition of spring and fall burning cern. With increased size, intensity, with tribes is the ability to build and adapting to, rather than fight and complexity, fires are more trust and to respect differences. ing, lightning-caused fires. likely to burn in areas important Unfortunately, all too often, fire to tribes. In addition, many tribes managers make critical mistakes It’s easy to assume that all tribes have fire crews who work on large when dealing with tribal govern are the same; however, an approach wildfires. Therefore, it is crucial ments, tribal people, and tribal fire that is effective for working with that Federal and State agencies teams. It is easy to assume that one tribe will not necessarily work develop good working relationships the same ways of seeing things and with another. In addition, fire with tribes to manage wildfires communicating—the same cultural managers sometimes become so more effectively, efficiently, and norms of interaction—exist among attentive to cultural differences most importantly, appropriately. Indians and non-Indians. Tribal that they forget they are also deal views about fire, for example, can ing with individuals, each of whom Everything that occurs within be quite different from modern is unique, and each of whom is, fire management, and especially western views. For the Salish and after all, another human being. All during an incident, involves com Pend d’Oreille Tribes of western of these assumptions can lead to munication, the act of sharing Montana, fire is a gift from the major blunders. information. Many tribes maintain Creator brought to the people by well-trained, capable fire manage animals. Fire is a blessing that is Fortunately, by following some ment organizations, with years of the heart of spiritual practice and at basic approaches to cross-cultural experience and vast knowledge of the very center of traditional ways communication, you can reduce conditions on the ground. Each of life. When used respectfully in a the chance of unintentional offense tribe can be a valuable source of manner consistent with traditional and increase the chance of creating information and a natural ally for knowledge, fire enriches the world a mutually respectful, productive, communicating wildland fire mes of these tribes, which have a long and rewarding relationship. sages. Good communication and good working relationships go hand–in–hand to promote success The Gift of Fire ful fire management. According to the traditional beliefs of the Salish, the Creator put animal beings on the Earth before humans. But the world was cold and dark because there was no fire on Earth. The animal beings knew that, one Germaine White is an information and day, human beings would arrive. The animals wanted to make the world education specialist with the Confederated a better place for the humans. So the animals set off on a great quest Salish and Kootenai Tribes in Pablo, MT. Pat McDowell is a wildland fire prevention to steal fire from the sky world and bring it to the Earth. This story specialist with the Bureau of Indian Affairs, reminds us that while fire can be a destructive force, it is also a gift Oklahoma Fire Center, in Oklahoma City, from the Creator brought to us by the animals. OK.
Volume 69 • No. 1 • Winter 2009 21 • Be aware of the potential chal The key to working and cultural leadership within lenges of cross-cultural commu the tribal governance structure. nication. Make a conscious effort effectively with tribes Recognize the legitimacy of to address these issues. is the ability to build both groups when working with • Accept that you might make trust and to respect tribal governments. Therefore, mistakes or be unsuccessful in differences. fire managers may need to con certain efforts. Try to figure out fer with two or more councils what went wrong, why your effort or groups when working with a didn’t succeed, and adjust your when meeting with tribal leaders, single tribe. Communities often approach or behavior accordingly. elders, and cultural advisors. contain a number of distinct • Be aware that the issue of lan • Learn what you can about the cultural groups, which may be guage is complicated. Many history and culture of the par changeable. On some reserva native homes use English as their ticular tribe with which you are tions, a single tribe and a single primary language. Others pri working. Knowledge of other native language may exist with marily use their native language. cultures is often better acquired a number of distinct bands or Some use a mix. Some Indian by direct experience rather than clans. Some reservations in the people may appear to be less by study, so attend any cultural Northwest are home to confeder conversant in English than they education activities that the ations of tribes speaking distinct actually are; others may appear tribe might offer to visitors. Take and unrelated languages. more conversant than they are, time to visit with tribal political • Consider the wide variation or may use English in ways and cultural leaders, historians, among tribes in governmental unique to their culture or com elders, and educators. Learn from authority, capability, and sover munity. That is to say, their frame books, tapes, and videos, particu eignty. Likewise, the formality of of reference is based on a com larly from those produced or rec the business organizations within mon cultural understanding that ommended by tribal institutions. tribes varies widely. Some tribes may not be apparent to outsiders. No single, all-inclusive reference resemble large corporations, A translator or tribal member book likely exists. while others may more closely liaison who is familiar with both • Understand that each tribal resemble family-owned busi cultures can be helpful. They governing system is unique, nesses. The fire manager must can translate both the substance and working with tribes is not know that just because a tribal and the manner of what is said, always as simple as it may appear. organization is “different” from even if the dialogue is conducted Besides differences in governance the nontribal society does not entirely in English. structures between different mean it is any less sophisticated. • Listen. Listening well is cru tribes, there are sometimes differ Fire managers should seek expert cial to effectively communicat ences between the administrative advice from each individual tribe. ing with tribal organizations. • Understand the value at risk. For Communications are often based The Confederated Salish and many tribal cultures, the lands on relationships and respect, Kootenai Tribes created an inter that firefighters defend are sacred rather than positions or authori active educational Web site Fire landscapes that have been tribal ty. One technique is respectful lis on the Land: Native Peoples and homelands for millennia. The tening, in which you repeat your Fire in the Northern Rockies as profound age of tribal habitation understanding of what you have part of their Fire History Project. on the landscape is understood been told to make sure the speak The site contains information through oral tradition that is er is satisfied he or she has been about fire ecology, the traditional passed from generation to gen heard accurately. Keep in mind, use of fire by the tribes, today’s eration, sometimes for tens of however, that if words are used efforts to restore landscapes by thousands of years. Homeland differently between languages or reintroducing fire, and other protection may have a very cultural groups, even respectful compelling topics and useful different meaning for tribes. listening can sometimes fail to resources. Visit
Fire Management Today 22 viewpoints on fire issues. What be maintained throughout the communications is essential to seems logical and important in project. forging long-term effective work one culture may seem irrational • Dress appropriately for the occa ing relationships. Achieving these and unimportant in another. sion and organization. Being a cross-cultural communications Being aware of this can help avoid little overdressed can be per goes well beyond short-term practi unintentional ethnocentrism. ceived as a sign of respect while cal gains while managing an inci • Show respect for tribal elders. being dressed too casually (for dent on tribal lands. The process Elders commonly carry signifi example, wearing ball caps) can of developing these cross-cultural cant but informal authority with be seen as a lack of respect. understandings can leave the fire in the tribe, and their approval manager with a more complete can make or break the success Finally, fire managers should appreciation for the role of fire, the of a project. In many communi embrace the opportunity to work impact of human connections to ties, elders are a special group with tribes as an opportunity the landscape, and the knowledge of people to be identified and for personal, as well as profes gained about the use of fire by communicated with early in the sional, growth. Understanding and native cultures over thousands of process. That engagement should respecting cultural differences in years.
Selected Fire Communication Research
Matters of Trust and Trust Matters The key to successful partnerships is trust. Josh McDaniel has written several articles on the importance of communication, education, and public involvement in promoting acceptance of fire management. To read more, visit
Volume 69 • No. 1 • Winter 2009 23 Want to be a great media sPokesPerson? remember lCes and other Fundamentals
Bob Panko
s an incident commander and operations section chief, A I have always been comfort able standing up in front of a crowd and talking about incident and fire situations. But what happens when you suddenly realize that your crowd is a few million people in a major population center who are being affected every day by smoke or other threats from your fire? You know that your words are taken as
Avoiding the media is probably instinctive. But remember, the media is our outlet to the world.
Bob Panko uses the briefing map as his anchor point for television interviews at the South “gospel” by this large viewing audi One Fire, Great Dismal Swamp National Wildlife Refuge. Photo: Catherine J. Hibbard, ence—your credibility and that of Fish and Wildlife Service, 2008. your team are on the line. Instead of looking at friendly firefighter Fortunately, I have watched and You don’t need references to cover faces, you are looking at reporters, learned from some of the best, and these facts during your interview. microphones, and television camera I try to make a habit of their suc Credibility comes from speaking lenses. With Internet streaming, cessful traits. straight from your head and your the whole world could be watching heart. you. The situation is an easy place What We Do and to choke. What We Practice There are many good tools for Becomes Habit teaching folks how to conduct I have always admired and observed an interview regarding body lan Dealing with the media is much how experienced incident com guage. Public information officers like dealing with an operational manders and operations sec recommend that you to stay rela period briefing or planning meet tion chiefs deal with the media. tively still, look into the eyes of the ing. You must know your stuff reporters rather than the cameras, without prompting. Relate the present a calm demeanor, and don’t Bob Panko recently retired from his career facts: wear sunglasses. with National Park Service. He was the • What was the most significant fire and aviation management officer in event that happened today? Everglades National Park for the last 11 For me, I like the audience to • What are the particular years of his career and has served as an see a little excitement. Hey, it’s an operations section chief, liaison officer, challenges and risks? exciting and risky business and the and incident commander on Southern • What are the potential conse Area Incident Management Teams. Panko audience likely has a lot at stake quences of actions (or inactions) remains actively involved in fire and in the outcome. So, I try not to incident management and training. in managing the fire?
Fire Management Today 24 present myself as a “stogie fuddy Just as being proactive conduct your interview in front of a duddy.” I want the audience to look briefing map. Television is a visual at me and think, “Wow, he sure has is a fundamental of fire media. Most people don’t know a lot of energy. No wonder he is management, we must be their northeast from the southwest leading such a large and important cooperative and proactive any more than they know the exact effort. I can trust this guy.” with the media. mileage to their local gas station. So, it works better if you can point You can, however, get carried to a location on the map. For exam away with enthusiasm. I recently They will ask about things that you ple, while pointing to the southeast watched myself in an interview on might not have paid exact atten corner on a map, you could say the 11 o’clock news. While talking tion to with everything else going something like, “Our most critical about crew’s near miss from a fall on in your busy job. They expect concern is right here. We want to ing tree, I got a little carried away. you to know the answers. Examples prevent this fire from going into As I watched the interview, I said include exact numbers of resources Dismal Swamp State Park, which to myself, “Just who is that wind or people on the fire or the current you can see is immediately to our milling his arms like crazy?” So, total costs. They will ask strategic southeast.” energy is good, but some restraint or tactical questions that they don’t is needed. understand. Even though the sub Avoiding the media is probably ject is second nature to you, you instinctive. Reasons usually center Another habit to develop is con need to do a bit of explaining. on your own nervousness, your fear sistently doing an “after action that they will take your words out review.” You don’t learn if you don’t My Lookouts and Communication of context and portray the wrong watch yourself. Listen to what the before an interview are to ask the message, or just the fact that you media actually reported based on reporter exactly what questions feel too busy. But remember, the what you said, and consider what will be asked before the camera is media is our outlet to the world. key points they wanted to know. rolling. To have my Safety Routes They are the ones positioned to Get immediate feedback and rec and Escape Zones ready, I bring a deliver your message better than ommendations from the public copy of the current Incident Status anyone else. Just as being proactive information officers based on their Summary (ICS 209) with key is a fundamental of fire manage observations. You can take away points highlighted. I refresh myself ment, we must be cooperative and lessons for the next time. on those key kinds of questions proactive with the media. They can before the interview, especially if be our best friends in getting the Remember Your the reporter lets you know ques right messages out. Remember that Fundamentals tions about specific information in you are the expert—if you weren’t, Just like fireline work, media advance. you wouldn’t be doing what you interviews have Lookouts, are doing for a living. Work with Communication, Escape routes, Create an effective anchor point. the media and express yourself with and Safety zones (LCES) needs. Just as you anchor a fire, you need confidence, energy, and sincerity, Reporters will ask questions that to anchor your media interview. and you will most likely have a might not seem important to you. One of the best ways to do this is to good outcome.
Volume 69 • No. 1 • Winter 2009 25 myth busting about WildliFe and Fire: are animals getting burned?
Karen Miranda Gleason and Shawn Gillette
motions run high and per Scientific studies and anecdotal evi managers have been using fire ceptions diverge from reality dence indicate: since the 1930s to improve habi E when most people imagine • Fire does not negatively impact tat conditions, even at the risk of wildlife encountering fire. A gener wildlife populations, harming individual animals. While ally accepted belief that fire poses a • Wildlife respond and adapt to fire wildlife mortality in any fire event danger to animals has been unwit in a variety of ways, and is possible, the overall impact on tingly reinforced by 65 years of • Many wildlife species benefit from wildlife populations is considered Smokey Bear, a singed cub turned fire, directly and indirectly. minimal. Fire will kill a few indi fire prevention icon, and more than viduals, but not entire populations. 50 years of Disney’s Bambi and Focus on Populations, This is the case even with rare friends running in fear from fire. Not Individuals populations in isolated geographic Without being balanced by factual Successful wildlife management areas. information, the influence of these focuses on health of animal popula familiar characters mixed with tions, not individuals. Wildlife An example is the Jemez Mountain salamander, found only in the moist microclimates of the Jemez While wildlife mortality in any fire event is possible, Mountain Range in New Mexico. In 2001, fire swept through all known the overall impact on wildlife populations is sites inhabited by this amphibian. generally minimal. Biologists discovered that many of them survived because the natural strong public support for protect Snow geese ing wildlife fosters counterproduc flock near tive sentiments about fire. Marsh Master vehicle during Public discomfort with fire, includ a prescribed ing prescribed burning, bolsters burn, Pea Island National the exclusion of wildland fire from Wildlife Refuge, natural areas. The avoidance of fire NC. Photo: inadvertently leads to overgrown U.S. Fish and vegetation, which generates more Wildlife Service. hazardous conditions and more dangerous wildland fires. It also continues to increase risk and decrease benefits to both wildlife and people.
Karen Miranda Gleason is the national fire Deer stands outreach coordinator for the U.S. Fish and in the black Wildlife Service, National Interagency Fire on China Ten Center, in Boise, ID. Shawn Gillette is the Fire, Nez Perce chief of visitor services at the Bosque del National Forest, Apache National Wildlife Refuge in San ID. Photo: U.S. Antonio, NM. Both are public information Fish and Wildlife officers who serve on wildland fires. Service.
Fire Management Today 26 Moth lands in areas used by the species, usually burned area on Harris Fire, San under logs or rocks, did not carry Diego National the full heat of the fire. While a few Wildlife Refuge, succumbed, the entire population CA. Photo: did not, and the species continues U.S. Fish and Wildlife Service. to thrive. In fact, there is no known case of an entire wildlife population or species being destroyed by fire. In many cases, the short- and long term effects of fire are positive for wildlife. Endangered whooping cranes forage on a No Strangers to Fire prescribed fire burned area, Available data and many first-hand Matagorda accounts from the fireline paint Island Aransas a picture of wildlife reacting in National Wildlife Refuge, TX. ways very different than in Bambi. Photo: U.S. Fish Wildlife species have evolved with and Wildlife fire in natural areas and know how Service. to respond to it. Animals, like peo ple, know all the ways in and out of their homes and have a range of reactions to fire. An animal’s Elk seek out response to fire depends on the new green species, its habitat, and the fire’s shoots in behavior. Northern New Mexico on the Ponil fire, 2002. Most animals have the ability to Photo: Brent move away from fire if necessary. Woffinden, Birds fly. Land mammals walk U.S. Fish and Wildlife Service. and run. Amphibians and reptiles retreat into wet areas, burrow under logs or rocks, or escape to When fire is excluded from natural areas, underground burrows. overgrown vegetation creates a greater risk of Wildlife don’t always flee from fire, wildlife being burned in large, damaging fires. however. Slow-creeping ground fires actually provide an opportu nity to forage and hunt. Elk, deer, Some species of wasps, wood- Healthy Natural Areas and bobcat have been seen return boring beetles, and flies, attracted Fire generally increases biodiversity ing to burned areas minutes after by chemical compounds in smoke, and strengthens the health of natu a fire has passed. Bear and raccoon will search out fires. They seek ral areas by attracting a variety of will scout along an active flame trees weakened by fire as a source fire-seeking insects and predators, front for snakes and other small of food, a rallying point for mass creating a mosaic of burned and animals that are moving ahead of mating, or a place to lay their eggs. unburned landscapes, and stimulat the fire. Raptors typically circle After the fire passes, these same ing new plant growth. By exposing over fires looking for mice exposed insects play an important role in reliable sources of prey and creat on the ground or insects caught up the recovery process by attract ing new nesting areas, fire benefits in a smoke column. Fire crews have ing predator species. Shortly after and helps sustain wildlife. observed these predators catching a fire, armadillos and birds will and killing prey—in some cases, return to the burned area in search The elimination of naturally occur only a few feet from a fire’s edge. of these insects. ring wildland fire due to fire
Volume 69 • No. 1 • Winter 2009 27 suppression and fragmentation of Animals, like people, auburn.edu/academic/forestry_wildlife/ the landscape by agriculture and longleafalliance/teachers/teacherkit/ urban development has led to a know all the ways in escapefire.htm> (accessed 23 October 2008). decline in diversity, abundance, and out of their homes Lyon, J.L. 1978. Effects of fire on fauna. and nutritional value of habitats. and have a range of National fire effects workshop, 10–14 The overgrowth of brush and trees reactions to fire. April 1987, Denver, CO. Gen. Tech. Rep. in natural areas and the increased WO-6. Washington, DC: U.S. Department likelihood of large, damaging fires of Agriculture, Forest Service. 22 p. Main, M.B.; Tanner, G.W. 1999. Effects of have the potential to do substantial fire on Florida’s wildlife and wildlife habi harm to wildlife. Fast-moving fires life survive fire and enjoy improved tat. WEC–137. Gainesville, FL: University can overwhelm or trap younger and living conditions afterwards. When of Florida, Institute of Food and slower animals, just as these fires we exclude fire from natural areas, Agricultural Sciences Extension Digital pose a great threat to human life Information Service (EDIS). Fire Management Today 28 U.S. DEPARTMENT OF THE INTERIOR innovative Fire eduCation B U R E A U O F L A N D M A N A G E M E N T in the Classroom John Owens ow do you teach young (visit Volume 69 • No. 1 • Winter 2009 29 schools is in Eagle, AK, which was virtually surrounded by wildfires in June 2004. Fire specialists from the National Park Service and stu dents and faculty of Eagle schools developed a program to help the community better understand the effects of fire in their area. Each September, students, faculty, and fire specialists visit established plots to take measurements and photo graphs. They evaluate the data and report on how the burned area is recovering. These are just a few cases of the fire education programs (see sidebar for more examples). If such a program does not exist in your area, rest assured that many resources are Using “matchstick” forests, teachers explore the effects of slope and tree density on fire available. Materials can be modified behavior. Photo: Michelle Youngquist, Project Learning Tree, 2002. to fit your local needs. Various Fire Education Programs for Children and Young Adults Fire in the Pacific Northwest, Grades 7 through 12, Pacific Northwest Wildfire Coordinating Group, Fire education program for the Children’s Forest, Grades 1 through 6, San Bernardino National Forest (southern California), Burning Issues II, DVD, Grades 6 through 10, Bureau of Land Management and Florida State University ([email protected]). FireWorks curriculum focusing on ponderosa, lodgepole, and white bark pine forests; Grades 1 through 10; Forest Service, Rocky Mountain Research Station, Missoula, MT; Fire in Florida Ecosystem; Grades 3 through 12; State of Florida, School fire education programs in response to recent nearby fires; Kindergarten through Grade 8; Los Alamos, NM, and San Diego County, CA, School fire programs funded by Toyota Corporation and The National Science Teachers Association TAPESTRY grants including: • Education program following the 2003 Old Fire in Etiwanda, CA, • Monitoring of prescribed fire effects in Yosemite National Park, and • Investigating native plant restoration after fires in the Great Basin region. Fire Management Today 30 Who you gonna Call? Bernie Andersen f there’s fire danger in your neighborhood, who you gonna I call? If there’s heat and drought and it doesn’t look good, who you gonna call? Wildland Fire Prevention and Education Teams, or WFPETs! The name and acro nym doesn’t roll off the tongue like “Ghostbusters,” but these teams are even more effective than the specter-purging squad of cinematic fame. WFPETs thwart trouble before it starts by helping local agencies prevent human-caused fires. Who Are WFPETs? WFPETs are groups of fire preven tion and education experts from one or more agencies. They have been around since 1996. Team members include a leader, one or more fire Lloyd Cress, former Deputy Secretary for the Kentucky Environmental and Public prevention specialists, a public Protection Cabinet, speaking at a media event in October 2007 to highlight the severe drought and wildland arson problem in Kentucky. Photo: Kentucky Division of Forestry, affairs or public information officer, 2007. and other members as required, such as law enforcement, agency Responsibilities of WFPETs depend the word about fire prevention. liaison, and support for administra on the specific needs of the order- WFPETs may develop products such tion, finance, and logistics. ing agency. The teams spend much as a communication plan, an ongo of their time attending community ing fire prevention plan, brochures, What Do WFPETs Do? events such as town meetings, posters, bumper stickers, media WFPETs can support and coordinate fairs, and sports events to spread releases, and fact sheets. fire prevention education programs over large geographic areas before and during high fire danger or fire Common WFPET Services activity. Their role in fire preven tion education is similar to that of • Conduct fire risk assessments. type 1 and 2 incident management • Determine severity of fire situation. teams. WFPETs give operational • Facilitate community awareness and education in fire prevention and logistical support for incidents (including ecosystem benefits of prescribed burning). when the capabilities of local orga • Coordinate announcements of interagency fire restrictions and clo nizations have been exceeded. These sures. teams do not, however, carry out • Coordinate fire prevention efforts with groups, agencies, and elected the normal fire prevention activities officials. of a unit. • Promote community and individual responsibilities for preventing fire in the wildland-urban interface. • Plan for fire protection. Bernie Andersen is the fire management chief for the Kentucky Division of Forestry. • Prepare a final report. Volume 69 • No. 1 • Winter 2009 31 When Are WFPETs can support and coordinate fire WFPETs Most prevention education programs over large Effectively geographic areas before and during high fire Used? danger or fire activity. • Conditions escalate beyond the means of local prevention and education resources are often and education resources. overlooked. WFPETs can be mobi WFPETs • Interagency coordination is lized in advance of fires and are an operating at a high level. appropriate use of severity dollars. Versus • Special political, social, cul Other types of grant funds, fire Firewise Teams tural, economic, or ecologi preparedness, or fire mitigation cal considerations exist. funds may be available for funding WFPETs and the Firewise • Wildland fires could cause a WFPET. Communities program share large losses of life, property, a common goal to protect and natural resources. Why Use WFPETs? people, property, and natural • Elevated levels of prepared The old adage—an ounce of preven resources from the risk of wild- ness exist and firefighting tion is worth a pound of cure—is land fire—before a fire starts. resources are limited or pre true. By helping prevent human- viously committed. caused fires, WFPETs can: Firewise emphasizes commu • Increase safety for the commu nity and individual responsibil nity and fire personnel; fewer ity for safer home design and fires means fewer chances for construction, landscaping, and How Are WFPETs fire-related deaths and injuries. maintenance. Ordered and Funded? • Reduce property and resource WFPETs are ordered through the loss. WFPETs commonly use Resource Ordering and Status • Reduce cost of suppression. Firewise messages and prod System. Like incident management • Increase peoples understanding ucts in outreach efforts. The teams, WPFETs work for the order of prescribed burns. ordering agency can request ing agency under a delegation of • Increase people’s awareness of a structural protection team authority. Team members usually fire danger. member as needed. The order rotate every 2 or 3 weeks for as • Improve agency relations with ing agency also determines long as the severe situation lasts or community and fire departments. the amount of emphasis on the requesting agency needs help. • Provide framework and products Firewise activities that the For more details about ordering for future fire prevention and WFPET should use. WFPETs and team rotation, see the education efforts. National Mobilization Guide posted For more information about at Fire Management Today 32 smokey turns 65 With a neW look Helene Cleveland he Advertising Council in part Director Jay Farrell. “The new cam nership with the Forest Service The “Get Your Smokey paign is a reminder that we all play Tand the National Association of On” campaign includes a part in protecting the health of State Foresters (NASF) launched America’s forests and the safety of a new series of wildfire preven an intervention our communities.” tion public service announcements message, urging young (PSAs) in June 2008 featuring a adults to practice fire The PSAs direct audiences to visit modern Smokey Bear. Not only is safety habits and to a redesigned Web site for more his look different, but Smokey also information about wildfire preven is asking people to intervene if they step in when others act tion. You can view the current and see people being careless with fire, carelessly. historic video PSAs, as well, on that as well as to be responsible them Web site at A second series of PSAs was devel oped in partnership with the Walt N O TIO F S R CIA TA O T S E S F O A L R E A S N T O E Helene Cleveland is the fire prevention I R T A S S N FO 20 program manager for the Forest Service, UNDED 19 Smokey.com Washington, DC. Volume 69 • No. 1 • Winter 2009 33 NARRATOR: The Forest is special… magical… and very precious. One careless act caused by people, and its beauty could be gone for a Protect our friends in the forest. lifetime. FLORA: We’ll all pitch in. SMOKEY: Only you can prevent NARRATOR: To find out more, log forest fires on to SmokeyBear.com © Walt Disney This 30-second wildfire prevention public service announcement is aimed to reach parents and children. The public service announcement was prepared by Disney, a volunteer advertising agency for the Advertising Council, Inc., 2008. Fire Management Today 34 neW marketing taCtiC inCreases Fire Prevention aWareness Brienna Pinnow A new fire prevention campaign fill the campaign goals, specifically Taking the Next Step a graphically wrapped and techno that targets landowners, ranch Unsure of the scope of work and logically enhanced trailer. ers, and farmers in rural Nebraska best way to utilize the trailer, was recently developed by the the UNL Nebraska Forest Service “We had anticipated that the for University of Nebraska–Lincoln turned to Pickering Creative Group, est fuel situation was getting (UNL) Nebraska Forest Service. The a marketing firm in Lincoln, NE. pretty serious with the drought and campaign, made possible through a “They talked with us about the wanted to get out and tell people grant from the Federal Emergency images and messages we should use about how they can be safer,” UNL Management Agency, is aimed and how these would help us with Nebraska Forest Service and fire toward educating residents about our communication goals,” stated program leader, Donald Westover forest thinning, brush cleanup, and Westover. “Working with such a dif said. “We hope that people will be fuel-break techniques that could ferent medium, they really helped able to make their forest homes prevent or retard a forest fire. us reach our target audience.” Taking note of a similar successful firewise and will also be able to implement fuel reduction practices project in Texas, it was decided that The message of fire prevention is on their forested land,” he said. a mobile marketing unit would ful hard to miss. The trailer is covered in eye-catching graphics that wrap around the entire unit. The mobile marketing unit has traveled to county fairs, Firewise workshops, and local events “The graphics and messages draw throughout the State. a lot of people. The pictures of dramatic forest fires, fire preven tion tips, and Smokey Bear always catch people’s eyes. Even as we’re driving along, other people on the road stare, wave, and honk,” added Westover. A Glimpse Inside The trailer, which provides 24 feet (7.3 m) of display space, is also equipped with a portable genera tor for self-power, a state-of-the-art sound system, a rear projector, and projection screen. The design of the trailer allows for a sensory experi ence that engages the audience. “We have nine videos that play throughout the trailer. We tailor The trailer is covered with graphic wraps of actual images of wildfire damage and Smokey Bear. Audio-visual equipment, chairs, extra display panels, and fire prevention brochures the videos to the audience we are are stored inside the trailer. visiting that day,” commented Westover. “At the events, people Brienna Pinnow is a marketing consultant will often pull up a chair and watch for Pickering Creative Group in Lincoln, NE. more than one of the videos. I Volume 69 • No. 1 • Winter 2009 35 would rate the trailer’s effectiveness Fire Prevention Trailer Features as very high.” Since the trailer’s completion, the • Portable generator provides power for the projector, television, and mobile marketing unit has traveled sound. to county fairs, Firewise workshops, • Eye-catching graphics that wrap around the entire trailer. and local events throughout the • Trailer offers 24 feet (7.3 m) of display space. State. This has exposed thousands • Magnetic graphic display panels inside the trailer easily click of Nebraska residents to the UNL securely into place. Nebraska Forest Service and its • Rear projection unit plays nine different videos or slideshow presen important fire prevention informa tations. tion. • State-of-the art sound system. “It’s energizing when you can see your ideas take shape,” proclaimed Westover. In fact, the trailer has Fire prevention and forestry orga had an energizing effect on volun The message of fire nizations in other States, such teers as well. The UNL Nebraska as Colorado and Washington, are prevention is hard to looking to create mobile marketing Forest Service’s “Partners in miss. Prevention” are fire prevention trailers as part of their fire preven volunteers who are excited and tion campaigns. influenced by the trailer; one vol a fire prevention expert. “Seeing a unteer used the trailer at locations For more information about rise in the volunteers’ eagerness to throughout the State for nearly a designing your own trailer or fire provide training and seminars on a month. prevention project, contact Chad national level reaffirms our accom Pomajzl at Pickering Creative Expanding Expertise plishment,” stated Chad Pomajzl, Group at 402-423-5447 or e-mail president of Pickering Creative The UNL Nebraska Forest Service trailer draws visitors with its displays and dynamic graphics. Between each fold-out panel is a rear- projection screen. The trailer is equipped with a 100-foot (31-m) extension cord for local power hookup, as well as a generator for events where a power source is not available. Fire Management Today 36 key messages For CommuniCating about Wildland Fire Catherine J. Hibbard n 2004, the National Wildfire When paired with the right terrain Coordinating Group (NWCG) The NWCG encourages and weather conditions, dense I approved key messages for com you to use these buildup of vegetation leads to fires municating about wildland fire. that burn hotter, last longer, These messages, developed by the messages in your own and spread faster. These fires Wildland Fire Education Working words, making the are difficult to manage and can Team and the Fire Use Working information relevant threaten areas of residential devel Team, are umbrella statements to to your situation. opment. incorporate into discussions, print • Excess vegetation and lack of fire materials, and other resources for in some areas are threatening communication, education, infor stimulates growth, reproduction plant and animal life. mation, and prevention efforts. of plants, and provides wildlife • Use local or regional The NWCG encourages you to use habitat. examples. these messages in your own words, • Use local or regional examples, making the information relevant such as lodgepole pines need Land Management Agencies Are to your situation. In light of recent fire to warm their cones, which Committed to a Balanced Fire research about public opinions allows them to open and drop Program That Will Reduce Risks about fire (see Prescribed Fire: Bad- seed. and Realize Benefits of Fire Tasting Medicine on page 6 of this Safety of firefighters and the public issue), NWCG may slightly reword Fire behaves differently throughout is the top priority. these messages, but the concepts the country. remain valid. NWCG key messages • In addition to fuels (vegetation), Fire management programs are and the talking points for each fire behavior is affected by weath customized for specific wildland message follow. er and terrain. areas to restore the land to more • Virtually all vegetation types in natural conditions, maintain Wildland Fire Is an Essential, the United States can already healthy ecosystems, and Natural Process experience wildland fire. protect neighboring communities. Fire has shaped our wildlands for • Use local or regional These programs balance needs for thousands of years and is impor examples. fire suppression, prevention, and tant for the survival of many plants fire use. The need for prevention and animals. and suppression to protect people Society’s Influence Has Altered and communities will always exist. • Fire reduces accumulation of Historic Fire Cycles, Leading to a vegetation that can inhibit plant Dangerous and Difficult Build Up growth. of Vegetation in our Wildlands Fire is a management tool used to • Some plants and animals depend Social and cultural approaches to accomplish specific objectives in a on fire for survival. Periodic fire wildland fire over the past century plan such as removal of excess veg have focused on preventing and etation or stimulating plant growth and regeneration. Catherine J. Hibbard is a wildlife refuge suppressing all wildland fire. We specialist in the Fire Management Program continue to learn and now have • Naturally occurring fires are of the Northeast Region of the U.S. Fish a more complete understanding either suppressed or allowed to and Wildlife Service in Hadley, MA, and burn in a closely monitored and represents the U.S. Fish and Wildlife of the essential role of fire in our Service on the NWCG Wildland Fire environment. confined area, based on the fire Education Working Team. plan for the area. Volume 69 • No. 1 • Winter 2009 37 Key Messages for All Audiences reduce your community’s fire vulnerability—before a fire • Wildland fire is an essential, natural process. starts. • Society’s influence has altered historic fire cycles, leading to a dan • The more populated and closer gerous and difficult buildup of vegetation in our wildlands. a community is to fire-prone • Land management agencies are committed to a balanced fire pro areas, the greater the need for gram that will reduce risks and realize benefits of fire. proactive fire management. • Improving the health of the land and reducing risks to communi • Smoke from prescribed fire is a ties requires partnerships among Federal and State agencies, tribal sign that steps are being taken to governments, fire departments, communities, and landowners. reduce risks and realize benefits of fire. The more land manage ment agencies can plan and Key Message for Internal manage fire, the more they can Audiences reduce smoke impacts. • Public education is necessary to the success of fire management Public Education Is Necessary to programs. the Success of Fire Management Programs The following points are intended for internal audiences within land • Sometimes it may be necessary Agencies, tribes, and communities management agencies. and beneficial for land managers are working together to understand to start fires in a closely moni and accept what it means to live Fire is an important issue for the tored and confined area. These in a fire-prone area and to realize public, and public understanding fires are referred to as “prescribed the benefits of managing fire in the is key to our ability to effectively fires.” wildlands. manage wildland fire. • A fire program also may include • Agencies and tribes are managing • People have learned to fear and nonfire treatments to prepare the public and tribal lands through avoid fires of all kinds in wildland land before natural or prescribed overarching fire management areas—whether they are natural fire can be applied safely and plans and programs. or started by people. effectively. • Agencies and tribes also are work • Individuals act based on their • Use local or regional examples. ing to educate local governments perceptions. Understanding the and property owners of ways to role of fire will help people appre Fire use is a managed process with make their land and property ciate and support the efforts of comprehensive guidelines that pri more defensible against wildfire. fire management organizations. oritize safety and direct the plan • Use local or regional examples. Every year, millions of people ning and operations of the activity. visit and use wildland areas People who live and recreate in across this country. People are Improving the Health of the fire-prone lands assume a certain fascinated with fire, so introduce Land and Reducing Risks level of risk and responsibility due these visitors to its benefits and to Communities Requires to the condition of the surrounding role. Partnerships among Federal environment. • Landowners and land users can and State Agencies, Tribal • People can live compatibly with mitigate fire hazards on private Governments, Fire Departments, fire, if actions are taken to be property, use recreational fire Communities, and Landowners aware of—and prepared for— safely, and support fire manage Fire burns where conditions are local fire conditions. ment efforts. With sufficient right. Fire does not acknowledge • Contact your local, State, or motivation, these efforts will jurisdictional boundaries of Federal, Federal agencies, or tribal fire ultimately reduce loss of life, State, and local agencies; tribes; or management organization property, and natural resources. private landowners. for fire conditions and tips to Fire Management Today 38 fire must be clear. information about fire and the The role of wildland fire must be • We should use local or regional management issues facing fire communicated with our neighbors examples, such as highlighting management organizations. in a consistent, simple, and memo the benefits of fire management rable way. while acknowledging the health The Wildland Fire Education • We should demonstrate the effects associated with smoke. Working Team and the Fire Use importance of fire management Examples should recognize that Teams are represented by the by continually showing support smoke always poses a risk to Bureau of Indian Affairs, Bureau of for these practices. Agencies people with severe respiratory Land Management, National Park should educate internally to problems. Service, Fish and Wildlife Service, ensure that staff understand and • We must recognize that people’s Forest Service, National Association support fire management and perception of fire commonly is of State Foresters, and The Nature public education efforts. shaped by the media. Ensure that Conservancy. For more information • Our communications about both the media understand the role of about NWCG Working Teams, visit the benefits and risks of wildland fire by providing comprehensive Contributors Wanted Correction We need your fire-related articles and photographs for Fire Issue 68(3) misspelled the Management Today! Feature articles should be up to about 2,000 words name of 2007 photo contest in length. We also need short items of up to 200 words. Subjects of judge, Lane Eskew. Fire articles published in Fire Management Today include: Management Today apologizes for the mistake Aviation Firefighting experiences Communication Incident management Cooperation Information management Ecosystem management (including systems) Equipment/Technology Personnel Fire behavior Planning (including bud- Fire ecology geting) Fire effects Preparedness Fire history Prevention/Education Fire science Safety Fire use (including prescribed fire) Suppression Fuels management Training Weather Wildland-urban interface Contribution guidelines are posted at Volume 69 • No. 1 • Winter 2009 39 To fax your orders: 202-512-2104 To phone your orders: 202-512-1800 or 1-866-512-1800 For subscription cost and to Order on Line: http://bookstore.gpo.gov Mail To: U.S. Government Printing Office - New Orders P.O. Box 979050 St. Louis, MO 63197-9000