BEN MAY, a Firehouse contributing editor, has been developing the discipline of marketing management for the fire and emergency services for more than 25 years. He has been a firefighter for Montgomery County, MD.
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May: Public Perception & Reputation Management
By Ben May - Thursday April 4, 2013
How sincerely gratifying to see the results of the IAFC's Fire and Emergency Service Task Force's " Taking Responsibility for a Positive Public Perception " report. This document is an excellent foundation for action. From a public service marketing perspective, the findings are right on target. The underlying premise of the work is the responsibility we share in creating a positive image for our department. The reason this is so important is that the effects - positive or negative - reflect the image of the entire fire service nationally. Our local behavior dictates our national reputation. Social media and instantaneous communication bring this reality home. Our behavior in public, especially - but also among our fellow firefighters... -
Chaos: The Dangerous Opportunity
By Ben May - Thursday February 28, 2013One of the cool things about getting older is that you get a different kind of perspective. I don't know about you, but looking back on my life, every opportunity came to me just after I had hit what I thought was the bottom in the midst of some kind of chaos, and possibly, danger.Most of the time, I brought myself to it. It was usually some kind of necessary lesson. This has probably happened to all of us at some time in our lives. The question is: what do you do with the lesson? Where can it take us? That is up to each of us in the fire service. I was at a retreat for men last weekend and it was just eight of us. We were sharing our stories with each other - all of the things and people in our lives that molded us into the men we... -
May: Service Design, Marketing and Leadership
By Ben May - Friday February 15, 2013
Keeping "service" in the fire service is not just a marketing imperative. It's a leadership responsibility. And, if you are the leader, the essence of leadership is not just about empowering people to execute the organizational mission as a result of your presence, but making that impact last and grow in your absence. When it comes to the marketing mission of the fire service, every department and firefighter represents the best of us - protecting life and property after we have done our best to prevent an emergency incident in the first place. We do not have the luxury of segmenting our markets. We are a "democratic service." Every citizen receives the same quality of service regardless of socioeconomic position. Whether you are an... -
Brand Equity, Marketing & the Fire Service: It's All About the Story
By Ben May - Tuesday April 3, 2012Many of us in the fire service have two jobs. My "day job" involves working for this big mouse and I have learned a few things along the way allowing me to blend that job with a passion for the fire service. It's a nice gig and I enjoy it immensely. At the risk of repeating myself, here are a few things to think about. Some of this I have learned from the mouse, and some I learned from loving the fire service so much. First the mouse: it is all about the story. What stories are you telling your firefighters, your community, and the people who support you financially and politically? The stories are part of the brand. Brand equity is who we say we are, and all of the symbols and actions that achieve that goal. Reputation equity is who... -
Reputation Equity in the Fire Service
By Ben May - Friday January 27, 2012What's your reputation worth? If you think about it, your reputation as a firefighter in your community is worth the value of the reputations of 1.6 million firefighters in this country. Any and every person, family, business and organization coming into contact with you sees the brand - either a firefighter or fire department - through you and just you. Our citizens rarely differentiate between jurisdictions. They only see fire department. And when they are in trouble they only see you. There is no greater honor than contributing to that brand equity. It's like constantly reinvesting in our brand and reputation. It's an investment for our future so you can continue to be public servants. Think about it so we make sure our thoughts...
