Straight Talk
How to speak to a public that, according to one study, better understands—but still fears—WUI fire
By Sandy Shaffer

In 2008, the Partners in Fire Education (PIFE) completed an extensive research project that involved collecting the American public’s opinion on fire use and other related topics. Have you ever wondered what John or Jane Q. Public thinks about prescribed burning? Do you think they know (or care) about fire’s historical role in our ecosystems? Do you think, after the numerous wildland/urban interface (WUI) fires that have plagued our nation in the past few years, that people have a better understanding of the WUI and the importance of controlled burns?

I'd like to review some of the PIFE’s major findings, and in light of those findings, provide some advice on how to more effectively discuss fire-related issues with the public.

Public Perception of Wildfire
Firefighters perform a great service to their communities, and their “front-line” efforts make them highly believable and trustworthy during wildfire incidents. But does the public understand fire in the same way firefighters do? Specifically, what’s their perception of wildland fire and do they understand that at times, it’s a good thing?

The PIFE discovered that although people may get some of the specifics and science a little muddled, many believe that some naturally-occurring fires in wildland areas, such as those caused by lightning strikes, benefit the overall health of those natural areas.



But people do categorize fires as both “good” and “bad.” Naturally-caused lightning fires are generally “good” fires, while “bad” fires are usually human-caused and may threaten homes, lives or forests. People recognize that wildfires are growing in size, severity and number due to our past full-suppression policy. Most people also realize that the health of our nation’s forests is declining.

Speaking tips: Avoid discussing failed policies, and instead focus on what’s being done proactively right now to reduce hazardous fuels that can feed fire in natural areas, such as controlled burns and thinning overgrown brush and trees.

Avoid preaching about natural fire regime or altered fire dynamics. Clearly define the purpose of prescribed fire, and remind people that it helps preserve our forests for future generations, while making the WUI a safer place to live.

Lastly, keep in mind that people feel they are a part of nature too, and they greatly value the clean water and fresh air that our forests provide.

Views on the WUI
Despite their feeling connected to natural areas, people do not completely understand the WUI. One person may think they live in a fire-prone area while their neighbor doesn’t. But what’s really important to note is that only 23 percent of the WUI residents polled worry that their property faces serious risks from fire. What does this say about community outreach programs?

Speaking tips: To avoid confusion, try not to use technical fire-related terms, such as wildland, wildland/urban interface, WUI, wildland fire use, appropriate management response, mechanical thinning and fire managers. Instead, use local area maps to show people WUI boundaries, how and why these lines are determined, and where their neighborhood lies.

Once you explain why specific properties are considered to be in the WUI, explain that even during the off-season, firefighters and other agencies are looking out for the community’s safety and well-being by thinning, pile burning and implementing controlled burns to reduce hazardous fuels.

Lastly, avoid telling people that their home may not make it through the next fire; intellectually they know this, but they want to hear that you will always protect their home. Discuss how to make their home more fire safe and defendable and what they can do to prepare for a wildfire, such as developing a personal evacuation plan.

Old Fears Die Hard
Even in WUI communities that are well prepared for wildfire, traditional concerns and fears about fire linger. Fire equals danger to most people; the thought of it elicits panic, sadness and shock.

Speaking tips: Address people’s fears first, especially during a wildfire. Do this by reassuring people that safety is your top priority. Avoid visuals of roaring flames and telling people that it’s natural to be afraid of fire, as this just evokes more emotion.

Lastly, discuss how you are part of a "fire team," which includes fire, weather, forestry and fuels experts. People need to know that in both your fire-suppression and fuel-reduction efforts, you’re doing everything possible to save lives, property and natural resources.

A Final Note
Although this is simply the results of a research project and not federal policy, understanding the public’s perception of fire can help foster better relationships between communities and fire departments—a benefit that, during fire emergencies, might mean the difference between life and death for civilians and firefighters alike.

As a member of the PIFE steering committee, Sandy Shaffer presented the research results at the IAFC’s WUI Conference in Reno in March 2009. For more information on the PIFE, visit www.myfirecommunity.net/Neighborhood.aspx?ID=391.