FD3 / FD5 Media Communications during a Critical Incident
Before communicating with media, ensure you have the approval from your supervisor to do so.
Ideally, formal communications on incident status or updates are issued through official communications via a press release or department social media post. However, there are times where you may be called to give a verbal statement to the media, via an in-person on camera interiew or a phone call. The guides below are quick references to help. Refer additional questions or followup to the appropriate department/person for them to contact. If not your jurisdiction, defer speaking on a different department's call and refer media to the appropriate person.
1. You can ask reporters beforehand what questions they will ask you, then step away to mentally prepare before the interview.
2. Pause before answering. Talk in short segments. These steps allows you to think carefully on your answer and also give short soundbites for editing purposes. Only give facts. Do not speculate or give opinions.
Quick Reference Buy-Time Statement
My name is ___________, and I am a (job title) at (Fire District Name).
I can confirm that there has been an (incident type).
I want to help you with your story; however, I do not have enough information to answer your questions at this time.
We will work on getting answers to you and will follow up as soon as information becomes available.
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If appropriate, provide only limited facts regarding the incident type, time, location, and nature of the incident.
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Tell them who will be contacting them with follow up details or where they get more info (and then follow up to ensure this happen).
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Make sure media is staged in a safe location away from the incident, but you can't tell them to leave the scene entirely.
If LE is on scene, refer the media to them for instructions on where a safe location is to set up.
10 Steps / Things to think about during an incident and Media Relations
1. Get the facts.
2. If reporters contact you, deliver the Buy Time Statement and direct them to a safe, designated media staging area.
3. Express empathy for those affected by the incident.
4. Avoid saying, “No Comment.” Explain why information cannot be released.
5. Use clear, concise, and consistent language. Avoid Acronyms and spell out fire or EMS wording.
6. Do not speculate. Stick to confirmed facts.
7. Nothing is off the record.
8. Protect personal privacy and confidential information.
9. Monitor official communication channels for updates.
10. Provide regular and accurate updates through approved channels if needed. It's ok to refer them to a Chief or Department Communication.