Fire Service External Communications Public Relations & Social Media
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1 Fire Service External Communications Presented by Laura Ward WardComm Public Relations, LLC Summit: Solutions to the Burning Issues in the Connecticut Fire Service April 1 & 2, 2016
2 Think of PR & Social Media as a Toolkit
3 PR & Social Media Tools Media Broadcast Print Online Community PR Writing Press Releases Calendar Listings Media Alerts Website Design Soup to Nuts Social Media Facebook Twitter Instagram Editorial Calendar How to Create How to Use
4 Media Media List Development Broadcast Television and Radio Online e.g., Patch, HamletHub, Courant.com Print Daily, monthly, weekly newspapers/magazines Community Town/City newsletters, local access television Media Relationships Make sure the media knows who to contact Be responsive to requests Offer fire house tours Spokespeople Identify approved spokespeople, in general and per incident
5 PR Writing Press Releases Monthly Theme 4-6 weeks in advance Post-Incident Recap as soon as possible Personnel Announcement as needed Calendar Listings Event Announcement 6 weeks in advance Media Alerts Invite media to cover an event, program, etc. 4 weeks in advance for print 2 weeks in advance for broadcast
6 Sample Press Release
7 Sample Press Release Results
8 Sample Calendar Listing and Placement
9 Sample Media Alert and Placement
10 Website Design Does not need to be fancy or expensive Simple and easy platforms include WordPress, Drupal, Joomla Soup to Nuts Basic Information History Updates (News) Don t forget fire house locations Social Media Links Volunteer Application Apparatus Photos Online Donation
11 Social Media Facebook Image Sizes Profile Photo at least 180x180 pixels Cover Photo at least 399 pixels wide and 150 pixels tall When to Post Use Insights Schedule
12 Social Media Facebook What to Post Incident Information/Photos Weather Alerts Weekly Call Logs LODD Remembrances Safety Tips School Visits (with permission) Personnel Announcements New Apparatus/New Fire House #TBT How to Grow Likes Facebook address on website, apparatus, collateral materials Boost Page/Posts
13 Social Media Twitter Why Twitter? What is your Department s role on Twitter Emergency Management/Emergency Notification Education Both Image Sizes Profile Photo 400x400 pixels Header Photo 1500 pixels wide and 500 pixels tall Character Count Tweets are limited to 140 characters
14 Social Media Instagram Why Instagram? Real time visual incident reporting Pros Cons Latergramming To Filter or Not to Filter Incidents Other Photos
15 Social Media Hashtags What are Hashtags? Merriam-Webster: a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet) Should Hashtags be part of your Social Media Strategy? Depends who you ask Facebook: 1-2 per post Twitter 3-4 per tweet Instagram: 6-10 per post
16 Social Media Scheduling Tools Facebook Facebook Post Scheduler HootSuite Instagram HootSuite Twitter Hootsuite
17 Social Media Analytics Facebook Facebook Insights reach, likes, comments, shares Twitter Twitter Analytics impressions, profile visits, mentions Instagram Iconosquare key metrics
18 Social Media Administration Who are admins? How many admins should there be? Negativity on Social Media Be proactive Facebook Page settings To Block or Not to Block Self-Policing
19 Editorial Calendars Plan and execute a communications program Monthly Weekly Daily Ties all other tools together Identifies when each tool will be used and how Creates a roadmap/blueprint Establishes focus and provides direction
20 Questions & Answers Laura Ward WardComm Public Relations, LLC
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