Many times I am asked how a department can justify a public information officer (PIO). My reply is to ask how you can operate without one. In today’s world, the need for a PIO is more important than ever. Even if you don’t have a dedicated or full-time PIO, there should be someone within the department who is trained and can assume the duties when needed. Here is why the PIO is such an important position.
Incident command staff
In the Incident Command System, the PIO is part of the command staff. It is a position at the top, working directly with the incident commander (IC). The PIO not only disseminates information but also receives and keeps the IC informed. Much of the emphasis is on dissemination of information, primarily to the media. PIOs make the mistake of focusing solely on that duty and ignoring other potentials, such as receiving information. For example, your department is working in the community just after it has been devastated by a tornado. The PIO will be providing the media with information, such as what is being done, progress of rescues, number of casualties, etc. The PIO should at the same time receive information, such as current and future weather conditions. Is there a potential for more severe weather striking while crews are working the incident? There are many questions the IC may have during an incident. The PIO should be the one at the command post working for the IC to get that information.
Another duty is getting information out quickly in the event of an emergency, such as an evacuation or shelter in place. If you are at an incident involving hazardous materials and the decision is made to have people shelter in place, it is the PIO who would get that task accomplished. Depending on procedures established in your community, the PIO may do it using the Emergency Broadcast System, IPAWS, local emergency management agency, the media as well as other means. In a situation like this, minutes can mean lives. The IC should be able to turn to the PIO to get this task accomplished quickly.
Working with the media
The PIO is the primary contact for the media. The PIO can arrange interviews, assist the media with stories they may be working on about the department, and meet with the media at incidents. The PIO can give advance notice for story ideas such as Fire Prevention Week or holiday safety tips. Most of the time, these duties will involve providing the media with information about incidents or events. This is generally done with media releases and interviews.
Social media
Social media is an extremely popular tool for PIOs. One advantage of social media is the message is coming directly from your department. As with any information being received or disseminated, social media should be coordinated by the PIO. The PIO should be well versed with the various types of social media their department has determined best fits their needs. Quantity (how many different social media platforms can be used) is not as important as quality (how well is material or messages delivered). Even if you use just one or two, like Facebook for department news and Twitter for incident information, it is better than no method at all.
PIOs should become well versed with the various forms of social media. It has not been totally accepted by everyone, but it will become commonplace in the very near future. The modern PIO will know how to use social media.
Records and reports
Records and reports are another form of information that is often requested by the media, public, special interest groups and government agencies, to name a few. There are certain requirements by law that have to be met, such as the Freedom of Information Act (FOIA), which has time constraints, or the Health Insurance Portability and Accountability Act (HIPAA), which has certain confidentiality requirements. The PIO should be familiar with all of the various records and reports for the department and be familiar with the procedure for handling these requests.
Other duties as assigned
There are many other duties the PIO can handle. Arranging for tours of fire facilities (such as fire stations), public relations requests for appearances or speakers, coordinating the department’s website, designing department publications and photo/video work are just a few of the others.
Regardless of the size or type of the department, public information needs will arise and requests need to be addressed. Does your department have a PIO ready to handle it when it occurs?
