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DC Firefighters Upset Over Rebranding of Department; Traditional 'Golden Eagle' Removed as Part of Recomendation
MELANIE ALNWICK
WTTG/MyFoxDC.com
Reprinted with Permission
WASHINGTON - When the fire department responds to a call, chances are the public doesn't think about what their uniforms say. But a small change to the official gear of D.C. Fire and EMS workers is creating some controversy in the ranks.
Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin.
(WTTG photo)
Related
Out is the "DCFD" that's traditionally emblazoned the back of dark blue t-shirts in large white block letters. Now, the new acronym is "FEMS."
It's supposed to be rebranding to better incorporate EMS services into the department.
Union president Edward Smith says the word "FEMS" is not going over well.
"Some members are upset," he admits. "We haven't had a raise in five years, so everything is taken to heart. They're very sensitive right now.”
The department's logo and sleeve patch is changing too. Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin. It will be removed from all dress uniforms, firehouses, trucks, ambulances and cars that currently bear it, and will be replaced with a previous blue, yellow and red patch.
"I don't blame them for being upset because this is like a yo-yo going back and forth," says D.C. Council Member Phil Mendelson and chairman of the Committee on Public Safety and the Judiciary.
This "rebranding" of the department was a recommendation of the city's EMS Task Force after the David Rosenbaum lawsuit. A better way to integrate the role of emergency medical service providers after a disconnect in the response that may have led to the journalist's unnecessary death.
"It's important that everyone in the department recognize that they have both missions. Fire and EMS," says Mendelson. "And that's why it's important that the department advertise itself as the Fire and EMS Department."
Changing your corporate identity is delicate business, says Joe Farren, a senior vice president with PR firm Waggener Edstrom Worldwide.
"A name is absolutely critical. It's what people identify with," he says.
And while publicly firefighters grumble about the cost of new shirts, hats, and jackets, which they pay out of pocket for, privately - they're more upset about a brand that says "FEMS,” which some might construe as less than flattering.
"I won't wear it!" said one sergeant who didn't want to be named.
He does have the option of wearing his dress uniform shirt instead.
"A patch is a logo, a patch is an image, a patch represents the team that you play for and if that changes to something you don't like or respect, that's a big deal," adds Farren.
If the goal is internal culture change, Farren says it needs to be handled with even more care, by bringing all stakeholders into the discussion. Otherwise, the merger of two divisions can become a dysfunctional mess.
"If I slip and fall on the ice, or if I knock over a candle and set my house on fire, I'm going to call 911. And I'm going to expect either the ambulance or the fire truck to arrive at my house. That's not going to change, but it sounds to me like they need to get this culture thing right, otherwise there is going to be an impact on how service is provided and taxpayers are going to notice," says Farren.
Some question, that during tight budget times, if it should be done right now. Mendelson said he did not know how much the decal change would cost.
Union president Smith said after the weekend's uproar, Chief Ellerbe did tell him the department should have discussed the matter with the union before sending down an edict.
There is now a 90-day reprieve before the policy takes effect. Smith hopes perhaps that time will be used to craft an acronym that's more acceptable to his members than "FEMS.”
WTTG/MyFoxDC.com
Reprinted with Permission
WASHINGTON - When the fire department responds to a call, chances are the public doesn't think about what their uniforms say. But a small change to the official gear of D.C. Fire and EMS workers is creating some controversy in the ranks.
Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin.
(WTTG photo)
Related
- WTTG: Some Firefighters Unhappy With DC Fire and EMS 'Rebranding'
- STATter911: The Name Game - Does FEMS Mean Anything?
Out is the "DCFD" that's traditionally emblazoned the back of dark blue t-shirts in large white block letters. Now, the new acronym is "FEMS."
It's supposed to be rebranding to better incorporate EMS services into the department.
Union president Edward Smith says the word "FEMS" is not going over well.
"Some members are upset," he admits. "We haven't had a raise in five years, so everything is taken to heart. They're very sensitive right now.”
The department's logo and sleeve patch is changing too. Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin. It will be removed from all dress uniforms, firehouses, trucks, ambulances and cars that currently bear it, and will be replaced with a previous blue, yellow and red patch.
"I don't blame them for being upset because this is like a yo-yo going back and forth," says D.C. Council Member Phil Mendelson and chairman of the Committee on Public Safety and the Judiciary.
This "rebranding" of the department was a recommendation of the city's EMS Task Force after the David Rosenbaum lawsuit. A better way to integrate the role of emergency medical service providers after a disconnect in the response that may have led to the journalist's unnecessary death.
"It's important that everyone in the department recognize that they have both missions. Fire and EMS," says Mendelson. "And that's why it's important that the department advertise itself as the Fire and EMS Department."
Changing your corporate identity is delicate business, says Joe Farren, a senior vice president with PR firm Waggener Edstrom Worldwide.
"A name is absolutely critical. It's what people identify with," he says.
And while publicly firefighters grumble about the cost of new shirts, hats, and jackets, which they pay out of pocket for, privately - they're more upset about a brand that says "FEMS,” which some might construe as less than flattering.
"I won't wear it!" said one sergeant who didn't want to be named.
He does have the option of wearing his dress uniform shirt instead.
"A patch is a logo, a patch is an image, a patch represents the team that you play for and if that changes to something you don't like or respect, that's a big deal," adds Farren.
If the goal is internal culture change, Farren says it needs to be handled with even more care, by bringing all stakeholders into the discussion. Otherwise, the merger of two divisions can become a dysfunctional mess.
"If I slip and fall on the ice, or if I knock over a candle and set my house on fire, I'm going to call 911. And I'm going to expect either the ambulance or the fire truck to arrive at my house. That's not going to change, but it sounds to me like they need to get this culture thing right, otherwise there is going to be an impact on how service is provided and taxpayers are going to notice," says Farren.
Some question, that during tight budget times, if it should be done right now. Mendelson said he did not know how much the decal change would cost.
Union president Smith said after the weekend's uproar, Chief Ellerbe did tell him the department should have discussed the matter with the union before sending down an edict.
There is now a 90-day reprieve before the policy takes effect. Smith hopes perhaps that time will be used to craft an acronym that's more acceptable to his members than "FEMS.”
Replies to This Discussion
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Permalink Reply by Mike Ward on
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Email copied to each DC Council member:
Calling them FEMS will not improve out-of-hospital emergency medical care
Councilmember Phil Mendelson
Committee on Public Safety and the Judiciary
Chairman Mendelson:
I appreciate your dedication to focus the fire department on its EMS mission.
I have to share a frustration with the effort to ban "DCFD" and the eagle/badge emblem.
The majority of employees that staff the ambulance in 2011 are dual role firefighter/emt and firefighter/medics.
This is a significant change from the single-role ems employees staffing transport units before the 2007 EMS Task Force.
The other symbolic change since 2007 was in the paint scheme of the ambulances. From white with red/blue stripes to a white over red scheme designed to make them look more like fire department units.
A decision maker within the fire and ems department said the change was made to make ambulance duty "more palatible" to the dual role firefighter/medics and firefighter/emts that staff the units.
Every big city fire department is involved in EMS first response, most also operate the ambulance service.
None of those with ambulances have felt the need to change the identity of the fire department.
Not FDNY (New York City), LAFD (Los Angeles City), Chicago, Philadelphia, Miami-Dade, St. Louis, Memphis, Seattle, San Francisco, Dallas or Houston.
I get the symbolism, and that it was one of the EMS Task Force recommendations.
I also remember the excitement and efforts of the members of the fire and ems department to get the gold eagle/badge logo on the rigs and on the uniforms as soon as they could. Many of the uniform patches, t-shirts and decals were direct employee purchases.
Part of the emergency service lifestyle is that many employees buy additional shirts, t-shirts, "job-shirts" and jackets that proudly proclaim their affiliation with a storied and proud emergency service agency. Outlawing the wearing of DCFD branded clothing creates a personal financial impact on the employee.
It is fiscally imprudent to require a massive change of decals, uniform patches and uniform shirts – it will NOT change employee attitudes or symbolize to the public a change in focus or dedication of the firefighters, ems providers and civilians who make up the fire and ems department.
A recurrent tradition is that a new fire chief "marks" his territory by changing the color of the fire trucks or the uniform patch.
I am confident that Chief Ellerbe does not need to make the same type of marking to assure fire department focus on EMS.
< sent March 29 >>>>>>>>>>>>
When Chief Rubin reinstated the golden eagle/ badge logo in 2007, it was altered to reflect the EMS component.
Noticed that many of the news reports used the older version of the logo that did not show the changes.
Hmmm
Mike "FossilMedic" Ward
From Firegeezer.com
http://firegeezer.com/2011/03/31/calling-them-fems-will-not-improve...
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Permalink Reply by JOSEPH MONTONDO on
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The cost of this change will be astronomical. This is crazy when there already making cuts to there manpower.
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Permalink Reply by Nathan Stanaway on
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Ive been to DC. Several times. Your right, there were fires everywhere! lol
I dont really know how Im being touchy feely but hey, what do I know. Im going to rephrase my opinion in a simpler way. When ones job involves one activity a majority of the time and another activity much less of the time.... It makes sense to involve that activity in the name.... Maybe Im crazy.. Or jackwagon. (Im going to have to look that one up)
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Permalink Reply by Jack/dt on
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Sometimes, the brightest most logical argument is going to fail simply because bright shiny logic is lost on a person who makes blazingly stupid ideas (FEMS).
In which case, mocking, satire and parody can sometimes have the desired effect.
FossilMedic, if you can supply the email address for the DC council members, I would be happy to send them my ideas from pg 1 of this discussion. Who knows, maybe they'll find something they like better than FEMS...giggling.
Still my favorite (with apologies to capcity)
Developing Incident Mitigation, Within the Integrated Technical Emergency Division of Fire and Unified Critical Care Emergency Responder.
DIM WITED FUCCER
P.s. If a few DCFD guys got together, pooled their money and printed up some of these shirts and then sent them to the council members, maybe THAT would make the point. And THIS would look GREAT:
CHIEF
DIM WITED FUCCER
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Permalink Reply by John Crabbe on
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Hey Jack, you should be able to get such emails from the city's site.
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John
Great idea. Quick search (first result!) gave me this site - http://www.dcwatch.com/council/address.htm
D.C. City Council Address List
Last updated on February 07, 2010
One can either send individual emails to each member or -
E-mail address to send a message to all Council members is dccouncilmembers@dccouncil.us
While I have no great expectations of hearing back, I did send an email:
Dear Council Members,
I have been reading about the proposed re-branding of the DCFD to better(?) define their mission statement.
I feel that you may have missed some better acronyms than the FEMS that you have settled on. I would
like to propose the following, feel free to use them:
Developing Incident Mitigation, Within the Integrated Technical Emergency Division of Fire and Unified Critical Care Emergency Responder.
DIM WITED FUCCER
The Chief could be identified as
------------Chief------------
DIM WITED FUCCER
National Agency Normalizing Critical Incidents - NANCI
Public Utility all Safety Services Included - PUSSI
Qualified United Emergency Experts Response - QUEER
Specialists In Safety Service Incidents - SISSI
Fire And Rescue Team - Emergency Medical- FART-EM
Basic Utility and Tactics Team Specialists - BUTTS
Division of Incident Control Specialists- DICS
I look forward to hearing back from you on which acronym you most prefer.
Thanks for doing such a great job,
JP
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Permalink Reply by backsteprescue on
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When I first heard of the new DCFD name, I thought the same thing....
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