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Conveying Tragedy

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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. (more…)

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