The Fire Service PIO: Build Yourself Up

We learned in Gary Ludwig’s “Suicide by Social Media” article (Firehouse, October 2015, p. 38) that social media can ruin your career. On the flip side, it can also be your own personal public relations firm if you are trying to get a job or possibly a promotion. You just have to know how to use it.

Background check

Many employers, law enforcement agencies, educational institutions and the media are using social media as a background information tool. The most important thing to remember is that YOU control what is put on social media. You can use it to tear yourself down or build yourself up. It is up to you.

Most people use social media to express opinions, brag about something, or to vent or rant. When people express themselves on social media, they sometimes post things that they would not express publically or say to someone’s face. Those are the things that you do NOT want to post. Once you post it, it is in cyberspace—forever. Even if you delete it, it is someplace, somewhere. It will never completely go away.

Most people in the fire service want to succeed. They either want to get hired, promoted or move on to that “dream” department. Maybe they want to be successful right where they are. If used correctly, social media can be a tool to provide the most positive impression you can about yourself. Here are some suggestions.

Likes, shares and posts

Watch what you “like,” “share” or “repost” on social media. Based on what you like or share, you can give an impression of what type of person you are. If you keep liking or sharing posts about rainy weather, the impression will be given that you like rainy weather. Sometimes we agree with something that is posted or like it, but before you do, ask yourself “Do I want others to know I am that type of person?”

Watch what you post. If you were going in for an oral interview and they asked you to bring items with you that will show them what type of person you are, what would you take? Maybe you would choose photos, certificates, media clippings or a video. You would take the very best you could find about yourself. Social media is where you can display this.

But you have to be careful how you do it. Suppose you want to show a certificate you received after completing a prestigious leadership program. Don’t show the certificate itself, which could be duplicated and used by someone else. Instead, use a photo of someone presenting it to you. Have a link on your post to the course that was completed, so the viewer can click and learn more about the course and who offered it.

Another thing that shines is awards, not only in the fire service but outside as well. “Firefighter or the Year,” “Volunteer Service of the Year,” “Coach of the Year” and even years of service with your employer are just a few examples of awards you could showcase. Awards show accomplishment and dedication.

Family is always a plus, as this shows compassion and dedication. Posts of family outings, holiday dinners, and anniversaries are all good. Remember, use only photos that show your very best side.

You could also post about athletic events where you are the participant or helping with an event. Running, softball or any other sports shows you are conscientious about your health and fitness. If you are coaching an event, this shows leadership, mentoring and instructional qualities, which are all favorable traits.

Using photos of incidents can be good and bad. If you are taking the photos, people may ask why you are not concentrating on your assigned duties. If someone else takes the photos, or you are the PIO or department photographer, then it is a good thing, especially if you are trying to exhibit your quality of work.

Posts of yourself doing questionable things can hurt you or even disqualify you for a job. I have seen photos of people doing unsafe things while on an outing, such as standing on motorcycles. What this shows is a total lack of safety, something the fire service is very concerned about. Will that carry over to the fireground?