Moderator Public Affairs Specialist, USDA Forest Service,
NIFC
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Don Smurthwaite, BLMRoberta DAmico, NPS Randy Eardley, BLMTina
Boehle, NPS Sheri Ascherfeld, BLMEmily Nemore, NPS Jennifer Smith,
BLMKaren Miranda-Gleason, FWS Ken Frederick, BLMJennifer Jones,
USDA FS Kari Boyd-Peak, BLMTammy Denney, USDA FS Robyn Broyles, BIA
NIFC External Affairs Staff
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Webinar Topics 2011 Fire Season Outlook 2011 NIFC Communication
Themes Fire Policy Update Ready, Set, Go! Using Social Media On
Incidents
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GoToWebinar Control Panel - AUDIO
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GoToWebinar Control Panel QUESTIONS The Question Box If you
experience technical problems, let us know by sending us an instant
message.
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Bodie Shaw Bureau of Indian Affairs, NIFC
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Heath Hockenberry National Weather Service, NIFC
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Forecast Services Predictive Services is a federal interagency
program that supports the fire community with decision support
products and services. Staffed with meteorologists, intelligence
officers, and fire analysts at the GACCs. The NWS provides fire
weather warning services, climate prediction outlooks, fire weather
forecasts, National Fire Danger Rating forecasts at 122 Weather
Forecast Offices around the country.
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Where do you go for info? www.weather.gov/fire and
www.predictiveservices.nifc.gov
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East, Southeast, Southwest Outlook
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DROUGHT MONITOR Winter So Far La Nia Typical La Nia
Patterns
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2010 vs. 2011 Snowpack 2010 2011
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NOAA Forecast Outlook TEMPERATURE RAIN JUNE/JULY/AUGUST
2011
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Placeholder for preliminary western outlook Summer Area Of
Concern Summer Area Of Concern
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Ken Frederick BLM External Affairs, NIFC
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2011 Fire Season Themes Simple, Succinct and Clear
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Safety of the public and firefighters is the top consideration
in fire and aviation management. Structures can be rebuilt and
natural resources generally come back in time. A life cannot be
replaced. Public and firefighter safety is our highest priority.
Firefighters always make safety their top concern. No structure, or
natural or cultural resource is worth taking an unneeded risk.
Slide 19
Fires are managed in different ways. More than one strategy can
be used on a wildfire. The strategies may range from quickly
putting out the fire to monitoring a wildfire that is benefiting
the land. When a wildfire threatens people, homes, or important
natural or cultural resources, it will be put out as quickly and
efficiently as possible, without compromising safety. Ecosystems in
the United States evolved with wildfire. Wildfire is essential to
most ecosystems health and resilience.
Slide 20
Firefighters count on you to do your part. Thousands of
communities are located in fire-prone areas. Residents must take
the steps to adapt their communities to fire. That will protect
their homes and improve the safety of the public and firefighters.
Wildland firefighters are not responsible for clearing brush, trees
and other flammable material away from your house. Thats the
responsibility of property owners.
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Fire seasons are expected to become longer and more
difficult.
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Teamwork is essential in wildland fire.
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Go forth and do great things! Thanks for your good work!
Slide 24
Dick Bahr National Park Service, NIFC Chair, NWCG Fire Policy
Committee
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Guidance for Implementation of Wildland Fire Policy: Where We
Go From Here
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Wildland Fire Policy Nine guiding principles important to
success Seventeen Federal Wildland Fire Management Policies
Qualifying statements Management Intent* Implementation Actions*
*Elements recommended in the 2001 Review that were added in the
2009 Guidance
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Guidance for Implementation Common standards for effective
collaboration Clarify jurisdictional roles and responsibilities
Coordinate across levels of government Landscape fire management
planning Two types of wildland fire Concurrently manage for one or
more objectives that can be changed Response based on land/resource
objectives Initial action on human-caused wildfire suppress lost
cost fewest negative consequences safety Use a decision support
process to guide and document decisions
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Reflections From Use in 2010 Develop Unified Direction and
Guidance Consistent Terminology Work Collaboratively Accountability
(honest reporting on ICS209 & IMSR) Adequate Personnel
(capacity) during Implementation Windows Communicate with the
public to Explain Wildfire Response Challenges of Local Type 3
organizations managing wildfires Articulate Protection Objectives
(hazard & risk) Being Proactive (set realistic expectations)
Telling our Story (what, where, why)
Slide 30
Wildland Fire Management Policy Framework Event Ignition Source
Strategic Objectives Strategies & Tactics Evaluation Fire Type
Unplanned Planned Wildfire Prescribed Fire Human Natural Management
Converted Prescribed Fire Escaped Prescribed Fire Protection
Resource Benefits Direction selected & managing resources to
achieve incident objectives Compare outcomes with objectives
Resource Benefits
Slide 31
It will take time Policy guidance and interagency direction
continues to be prepared by the NWCG Fire Policy Committee.
Slide 32
Internal Communication (Fire Staff) Goals Response based on
Land/Resource/Fire Management Plan Objectives Fire Management Unit
role of wildland fire, resource protection, resource benefit,
response, initial attack, suppression options Strategies Perimeter
control, point/zone/area protection, confine, monitor or
combinations of Tactics Specific resource performance to complete
strategies
Slide 33
External Communication Tell the story How the fire started What
were planning to do Current conditions size, location, concerns,
Why (protection objectives - resource objectives) Where (place work
is being done) When (now or sometime in the future) How (what
resources will be used) Who (agencies involved)
Slide 34
Dick Bahr National Fire Science & Ecology Program Leader
Fire Management Program Center NIFC 208-387-5217 e-mail:
[email protected]
Slide 35
Bob Roper Chief, Ventura County Fire Department
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READY ! SET ! SET ! GO! GO! Ready Set Go!
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Action plan that ties preparation to evacuation / survival
Ready Prep / FIREWISE Set Situational Awareness Go When? Now Where?
As Directed Where? As Directed Why? Survive Why? Survive
Slide 38
CLICK TO EDIT MASTER TITLE STYLE Why RSG? 1.Need to improve
personal responsibility for living in the WUI, both structure and
personal safety 2.100-year fires happening every five years?
3.Residents are staying without knowledge, training and poor
situational awareness causing safety issues
Slide 39
Why RSG? 4.Fire suppression costs: - Escalating structure
protection $ 5.Public expectations and fire agencies capability
dont match 6.New codes vs. existing structures 7. Ember environment
vs. flame front 8. Transitory population into the WUI
Slide 40
Not all fires are the same Firefighters are at greater risk in
unprepared areas When the public stays, they put firefighters at
risk RSG may be only viable option due to environment & fiscal
conditions
Slide 41
Australian Model Prepare, Stay & Defend or Go Early? Ready,
Set, Go? Do what were doing today? Options
Slide 42
RSG Goals Protect life (public & FF) and property Create
Fire-adaptive Communities Gain active participation in the WUI
solution via Personal Responsibility Turn preparation into Action
Promote early evacuation and early return as a baseline
message
Slide 43
How to RSG? Create / Adopt a Strategy to Create Fire- adapted
Communities Create / Adopt A Common National Strategy and Create
Fire-adapted Communities 1 st Step
Slide 44
Fire-adapted Community Process Cohesive Strategy Firewise Fuels
Treatments Defensible Space Ready, Set, Go! Local Capacity
Codes/Ordinances Living with Fire Take Responsibility Prevention
CWPP Outcome Foster self-reliance and increase resiliency 2009/10
Flame Act
Slide 45
2 nd Step Identify Risk Factors Your Community is a Candidate
for RSG if
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Common Home Ignition Zone Components
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History
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Community Infrastructure Poor Circulation Narrow Streets Older
Homes Water System Public Opinion
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Existing Structures/ Infrastructure Infrastructure issues
unlikely to change Mature vegetation Structures not ignition
resistant
Slide 56
3rd Step Consider structures as a fuel model Understand how
fuels ignite embers vs. flames Like brush/trees, structure fuels
need to be managed Maintained Codes good on new structures if
adopted, but largest exposure threat is from existing structures,
retrofits?
Slide 57
4th Step Social Marketing How to effectively communicate
w/public Gain public involvement towards WUI solution Public must
understand wildland fire & need for evacuation
Slide 58
Different Results? Einstein said
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READY! SET! GO! Implementation Plan
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FFs teachers/ambassadors! Trust Message Personal responsibility
Know your risks Know what you can do to survive Audience Homeowners
& residents Targeted communities
Slide 61
Materials (adapted to community) Action Plan Brochure Videos
& PSAs Risk Assessment Form Home Hardening Photos Door
hangers
Slide 62
Methods Door-to-Door Home Risk Assessments Town Hall Meetings
Theaters Flyers Banners Internet Sign-Up CERT Jury Service
Slide 63
How Do We Measure Success? Establish baseline information
Verbal and on-site post observations indicate Awareness Attitude
Behavior Teaching Readiness SUPPORTIVE ACTION SHARE INFO KNOW &
UNDERSTAND
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Why Will RSG Be Successful? Simple, easy to understand Cost
effective & easy to implement Can be passively taught if needed
Complementary to other programs Firewise, Living with Fire, Fire
Safe, CWPP, Take Responsibility, FireSmart, Project Wildfire, IBHS
Crosses urban vs. rural communities Focuses on maintenance efforts,
then retrofits
Slide 65
Why will RSG be Successful? Delivered by firefighters Studies
have shown that the public trusts information it receives from
firefighters Firefighters see how RSG benefits them and the people
they serve
Slide 66
Why Will RSG be Successful? RSG Attracts Partners
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Why Will RSG Be Successful? Can be transitioned to other
hazardous situations
Slide 68
Ready! Set! Go! Future Integrate into Cohesive Strategy to
build Fire-adapted Communities Expand to: Schools, work places,
special needs, hikers Evacuations Terms, models, plans
(pre/post)
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Why RSG?
Slide 72
Contact Information Bob Roper Ventura County Fire
[email protected][email protected] Links:
http://vcreadysetgo.org www.iafc.org/ReadySetGo Lucian Deaton
Wildland Fire Program Manager, International Association of Fire
Chiefs 703.273.9815 x318 [email protected]@iafc.org
Slide 73
Brienne Magee Public Affairs Specialist, Coconino National
Forest
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15,000+ acres NE of Flagstaff, AZ Schultz Fire
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Monsoons = flooding ~140 properties affected
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Schultz Social Media
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Why it works for us: Fast, easy uploads Other forest views Well
known (media, public, partners, employees) Stats
www.flickr.com/coconinonationalforest
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Why it works for us: Maps Downloadable
www.flickr.com/coconinonationalforest
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Why it works for us: Maps Downloadable
www.flickr.com/coconinonationalforest
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Challenges: Need an already established account Need
knowledgeable personnel GETTING photos
www.flickr.com/coconinonationalforest
Slide 81
Main twitter sources on the Schultz Fire (Forest Service and
IMT) @CoconinoNF @Eneitzel Other sources: City, County, ADOT
twitter.com/CoconinoNF
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Why it works for us Accessible: Dont need an account to see
twitter feeds twitter.com/CoconinoNF
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Why it works for us Immediate (ex: burnout operation, lots of
new smoke) twitter.com/CoconinoNF
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Why it works for us Retweetingreaching thousands with one click
twitter.com/CoconinoNF 1,900 followers 323 followers 2,500
followers 1,100 followers AZDS (not pictured) - 2,100
followers
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a bit more about retweeting Local partner agencies retweet each
other Retweeting Inciweb twitter.com/CoconinoNF
Slide 86
A few final ways Twitter is helpful Listening/Monitoring tool
Hashtags (#SchultzFire, #Schultz, #SchultzFlood) Searches Twitter
monitoring/analytics sites Attaching photos Including links to
tweets (url shorterners like bit.ly) twitter.com/CoconinoNF
Slide 87
Challenges Need existing account (established credibility)
Turnover in personnel with account login info Max-out in time
Consistency (news releases, websites) twitter.com/CoconinoNF
Slide 88
Social Media Start now!
Slide 89
Jennifer Strickland U.S. Fish and Wildlife Service, Southeast
Region
Slide 90
Social Media in a Crisis The U.S. Fish and Wildlife Services
use of social media during our response to the Deepwater Horizon
oil spill Photo: Tom MacKenzie, USFWS
Slide 91
Social Media in a Crisis A Suite of Tools Social media tools
employed to work in concert with our website Twitter Facebook
YouTube Flickr SMS text alerts
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Social Media in a Crisis 1.Media advisories 2.Share breaking
news (after approval by Unified Area Command, or UAC) 3.Promote
content from the website 4.Promote content posted to other social
media outlets 5.Republish accurate, reliable information from other
sources Twitter: The Aggregator
Slide 93
Social Media in a Crisis Facebook: The Sounding Board Share
content posted on website or social media sites with an active,
large, well organized audience Monitor feedback and
positive/negative reactions from the public Found to be the #1 tool
for increasing direct traffic to content
http://www.facebook.com/usfws/
Slide 94
Social Media in a Crisis YouTube: The Storyteller Seek out
storytelling opportunities with a lot of visuals, good facts and
high interest 1 Crisis + 1000s helpless animals + 100s hardworking,
dedicated people = 1 video with a high chance of success Speak to
the by sprinkling the facts in over great imagery First video:
Oiled Bird Gets a Bath = 11,400+ views on Deepwater Horizon
Channel, 3,550+ on USFWS for over 14,950 total views Easy to shoot
video while using all other tools to communicate ongoing response
work Learned to coordinate with Deepwater Horizon channel (run by
Unified Command) for cross-promotion One video, one URL shared via
many outlets
Slide 95
Social Media in a Crisis YouTube: The Storyteller Twitter:
promote shooting and release Facebook: share release with broad
audience YouTube: organize videos by subject using playlists Videos
will endure as long as YouTube does Disciplined tagging facilitates
long-term search results
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Social Media in a Crisis Flickr: The MVP Access to account
granted upon request Uploaders sent guidance document explaining
uploading, tagging and process for UAC approval Designated person
reviews photos in private mode before making them live Oil on Bon
Secour Photo: Jennifer Strickland, USFWS
Slide 97
Social Media in a Crisis Flickr: The MVP Those photos went
VIRAL! Flickr itself is easily searchable, and photos appear in
search engine results No more emailing huge high-resolution images
All photos organized on easily accessible website with credit to
photographer, location, etc. Used by reporters and videographers
unable to get their own photos Viewed, shared, favorited by
citizens, activists, partner orgs, state agencies I used the site
to pull photos for this presentation!
Slide 98
Social Media in a Crisis SMS Text: The News Right Now? Oil
spill SMS alert list created Subscribe via website widget or text
Opt-out at any time Updates any where, any time Problems Approval
process Gaps in content distribution
Slide 99
Social Media in a Crisis The Aftermath What lasting evidence do
we have to show how we made a difference? Social media is fleeting,
difficult to document, impossible to archive isnt it? Photo: Hannes
Grobe, AWI
Slide 100
Social Media in a Crisis The Aftermath NO! Social media is
perfect for getting information up fast! It archives itself, (and
if you dont trust it, you can archive it yourself later!) Photos
and videos on Flickr and YouTube will always be online, always be
accessible Clips of video footage available for download Foundation
for future SMS messaging lists already in place
Slide 101
Social Media in a Crisis Just My Opinion Most valuable player
for oil spill: Flickr Most valuable player for internal fire comm:
SMS Most valuable player for external fire comm: Flickr and
Twitter
Slide 102
Social Media in a Crisis Contact me! Jennifer Strickland, New
Media Specialist U.S. Fish and Wildlife Service, Southeast Region
[email protected] See it all for yourself!
http://www.twitter.com/USFWSSoutheast/
http://www.youtube.com/user/USFWS/
http://www.flickr.com/photos/USFWSSoutheast/
http://www.facebook.com/USFWS/http://www.facebook.com/USFWS/
(national) http://www.facebook.com/USFWSSoutheast/
Slide 103
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