Chris Schippers
Reference: Ruda, S. J. (1998). The PIO: A position with infinite boundaries. Fire Engineering, 151(12), 61. Retrieved on October 10, 2013 from http://ezproxy.uvu.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=1774778&site=ehost-live
Theme: This article discusses the role of the Public Information Officer and why it is necessary to have one. It also points out the responsibilities of the PIO and the skills required to be one.
Summary:
· Service agencies are realizing the importance of having staff capable of handling media relations.
· To be effective, the PIO must be well trained and well informed.
· The PIO must be prepared for possible attention from the rest of the world, not just the community they are assigned to.
· Discusses the bombing of the Alfred P. Murrah Federal Building in Oklahoma and how the PIO was responsible for informing the world of search and rescue operations for victims of the explosion.
· It is not unusual today to receive calls from the local media asking how well prepared your department is to handle a major emergency, a natural disaster, or a terrorist attack similar to one that had recently occurred in some other community, state, or country.
· Talks about the PIO of the Los Angeles Fire Department and preparedness.
· Discussed the use of multiple PIOs and their responsibility in the LA riots of 1992.
· During the riot there were multiple fires up to four or five started within a minute and the media gave of the wrong impression of the Fire department, showing unattended fires.
· Explained how the PIO let the public know that they were triaging the fires and attending to those most threatening to the neighborhoods were responded to first.
· The media then became allies of the fire department after the information given by the PIO.
· Defines natural disasters.
· The PIO and his staff work around the clock in order to see to it that the public doesn't take for granted the services the department provides. It is the duty of the PIO's staff to make sure that their bosses, the taxpayers, are aware of the fire department's accomplishments.
· Highlights accomplishments of the PIO for Los Angeles processing more than 123 press releases; has responded to 51,919 media inquires; and has disseminated to the media and city officials 16,833 notifications of newsworthy incidents.
· Goes over required skills such as interpersonal communications, oral and written communications, ability to interact with city government officials, time management skills, and organizational skills.
· The PIO must be motivated and have the ability to motivate others.
· The PIO is undergoing a continual learning process. Ideally, most of the learning will be the result of experience, not mistakes.
Application to the Lesson Topic:
Over the course of the article the importance of a Public Information Officer is brought to your attention and show what value they are to the Los Angeles Fire Department. This applies to the lesson topic in that it talks all about the what a Public Information Officer is, what it does, and what skills it take to be one.
Application to Emergency Services:
After reading this article, Emergency Service departments everywhere can see the value and importance of the Public Information Officer and why it is necessary to have one. If it weren't for a PIO, the media would not have a source of accurate information and this could ultimately hinder the operations and response to disaster management. Not to mention, the PIO responsibility of keeping the public informed is crucial to the public's survival before, during, and after disasters.
