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Conveying Tragedy
FROM: www.tigerschmittendorf.com
I consider myself a student of effective public and media relations. One of the most difficult messages a fire chief or public information officer must convey is that of a tragedy where, despite our best efforts, the results are fatal.
I often coach fire officers and public officials at incident scenes as how to best deliver difficult news. While I encourage them to focus on the role of the rescuers - not the victims, showing respect and concern for all those affected by the tragedy is very important as we speak publicly. This uncomfortable situation is one that any of us could be faced with at any time.
Such was the case on the early morning of New Year’s Day in the City of Tonawanda NY. Despite heroic efforts to reach her, a young female died in this residential structure fire. I know firsthand how these events can have a profound impact on you and your outlook on life.
As I do most information, I viewed this news story through three different sets of eyes. As a citizen, I was deeply affected by the loss of life in our community, especially by fire, and felt badly for those whose lives were changed by it.
As a firefighter, I felt empathy for my brothers who struggled to make a rescue but were unsuccessful, and the pain they endure as being a part of this tragic scene. I think that viewpoint is often overlooked, especially in the media.
As a fire service leader, I objectively examined the way the fire department handled the emergency and how the outcomes were communicated. Frankly, I think Tonawanda Fire Chief Chuck Stuart gave an honest interview and did an excellent job of conveying the facts while showing respect for the victim’s family. Watch the video and let me know what you think.
I struggle to write about these things while emotions are running high. In doing so, my intent is not to be disrespectful or insensitive to those involved, but simply to share my observations and take advantage of a possible teaching moment for anyone else who might find themselves in a similar situation, in front of the camera in the heat of the moment, the next time the siren sounds.
As always, our thoughts and prayers are with everyone who was touched by this death, including the undoubtedly frustrated firefighters who responded to their call for help.
http://www.wivb.com/dpp/news/Fatal_fire_claims_one_life_090101
http://www.buffalonews.com/cityregion/northernsuburbs/story/538155....
http://www.buffalonews.com/cityregion/northernsuburbs/story/538975....
http://www.buffalonews.com/cityregion/northernsuburbs/story/538992....
Discuss it here, in the PIO group and at: www.tigerschmittendorf.com
I consider myself a student of effective public and media relations. One of the most difficult messages a fire chief or public information officer must convey is that of a tragedy where, despite our best efforts, the results are fatal.
I often coach fire officers and public officials at incident scenes as how to best deliver difficult news. While I encourage them to focus on the role of the rescuers - not the victims, showing respect and concern for all those affected by the tragedy is very important as we speak publicly. This uncomfortable situation is one that any of us could be faced with at any time.
Such was the case on the early morning of New Year’s Day in the City of Tonawanda NY. Despite heroic efforts to reach her, a young female died in this residential structure fire. I know firsthand how these events can have a profound impact on you and your outlook on life.
As I do most information, I viewed this news story through three different sets of eyes. As a citizen, I was deeply affected by the loss of life in our community, especially by fire, and felt badly for those whose lives were changed by it.
As a firefighter, I felt empathy for my brothers who struggled to make a rescue but were unsuccessful, and the pain they endure as being a part of this tragic scene. I think that viewpoint is often overlooked, especially in the media.
As a fire service leader, I objectively examined the way the fire department handled the emergency and how the outcomes were communicated. Frankly, I think Tonawanda Fire Chief Chuck Stuart gave an honest interview and did an excellent job of conveying the facts while showing respect for the victim’s family. Watch the video and let me know what you think.
I struggle to write about these things while emotions are running high. In doing so, my intent is not to be disrespectful or insensitive to those involved, but simply to share my observations and take advantage of a possible teaching moment for anyone else who might find themselves in a similar situation, in front of the camera in the heat of the moment, the next time the siren sounds.
As always, our thoughts and prayers are with everyone who was touched by this death, including the undoubtedly frustrated firefighters who responded to their call for help.
http://www.wivb.com/dpp/news/Fatal_fire_claims_one_life_090101
http://www.buffalonews.com/cityregion/northernsuburbs/story/538155....
http://www.buffalonews.com/cityregion/northernsuburbs/story/538975....
http://www.buffalonews.com/cityregion/northernsuburbs/story/538992....
Discuss it here, in the PIO group and at: www.tigerschmittendorf.com
Add a Comment
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Comment by turk182 on January 11, 2009 at 1:03pm
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I hope that I would never have to deliver that kind of news to anyone. We have had a couple fatal accidents and fires but the policy of our department is that either the chief or president is the only ones allowed to talk to the press.
Now that I have the white hat I pray that I would not have to give that press conference.
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Comment by Tiger Schmittendorf on January 5, 2009 at 12:46am
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I found that post and left a response. Thanks.
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Comment by Art "ChiefReason" Goodrich on January 4, 2009 at 11:47am
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When we discuss the appropriateness of "when is the right time", I have to wonder why it's appropriate for the TV and video cameras to be taping the tragedy, why it's appropriate for the newscasters to be conveying information to the public about the tragedy, but, in the minds of some, it's not appropriate to take available information as soon after the incident as possible and to review and discuss it.
This is a process that much take place each time a department responds to a call. That information HAS to be shared.
And you're right, Tiger. It IS the fact that so many are affected that we must quickly and respectfully gather them together and reduce any potential for its lingering affects.
This is the business that people have chosen to be in.
Unfortunately, reviewing an incident in finite detail is a part of the business.
It is not done out of disrespect. Quite the opposite.
We have this public domain platform to do this in. Anyone with a computer and who can "google", can find our discussions, if they wish. That is THEIR mistake; not our's. We have a duty to our fire departments and communities to conduct a full review. We have a duty to the fire service to share it, if appropriate. And anyone outside of the service who has no knowledge of the process can criticize all they want, but it shouldn't change what we must do.
We can do it and then articulate it, cognizant of the fact that it is in public view.
I would never take an interview for the six oclock news until I had debriefed the family. I did not want them to be surprised by what was said to the media and if they had questions, I would answer them.
Our "process" starts when the call comes in.
TCSS.
Art
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