Fire prevention programs require public support to be successful. Developing a thorough communication strategy for fire prevention will help shape perceptions and provoke positive action. Tap into common concerns, like the impact on life, property, the environment and local economies, and then communicate how your audience can be part of the solution.
Instructions
Developing a Strategy.
1. Analyze the situation. Determine what factors may impact your plan. A recent string of arson fires, for example, will likely heighten the community's anxiety. A nearby wildfire can also raise public awareness. Your analysis of local events will determine how and what you communicate.
2. Develop communication objectives. Identify what you want to achieve. Objectives may include building community awareness, influencing lawmakers or attracting volunteers. Use these objectives to guide your outreach plan.
3. Identify internal champions. Build a team of stakeholders who are well-versed in your strategy. It may include first responders, local officials or community leaders who can engage the public using the messages you've created.
4. Define target audiences. Pinpoint the groups you must reach and develop profiles for each. Include their current awareness and knowledge about fire prevention, how they get information and any bias that may influence how they'll receive the message. Primary audiences include people you need to communicate with directly, like property owners. Secondary audiences are people who will benefit from the messages or who can influence your primary audiences, like community leaders.
5. Create compelling messages. The goal of fire prevention is to avoid unwanted fires caused by humans. To communicate this concept, streamline vast amounts of information into a few messages that will resonate with target audiences. What do you want them to feel, know and do as a result of the message? Define the issue (preventing fires), the challenges (loss of life and property or economic and environmental tolls) and the solution (don't start campfires in unauthorized locations, clear dead brush from around your house, etc.).
6. Create an outreach plan. Your plan will support your communications objectives, articulate a strategy for achieving them and identify tactics for activating your plan. Example:
Objective 1: Attract volunteers.
Strategy 1: Engage community leaders and identify ways to organize their peer groups into a volunteer coalition.
Tactic 1: Contact 10 community leaders in the first 30 days to enlist their help and educate them about prevention.
7. Set a budget. Calculate the manpower and materials required to implement your plan. Look for existing resources first. Government agencies may have materials you can use. Establish a dollar figure for your tactics and adjust if funds are short. If you can't afford an ad campaign, a social media campaign might work instead.
Create a timeline for each tactic and determine who is responsible for getting it done. Account for longer lead times for things like magazine ads, direct mail or website development.
8. Track results. Measure the outcome of your plan to see if you met your objectives. Data may include web traffic, number of volunteers signed or changes in public policy. Adjust your tactics if your plan isn't delivering results.
