Organizing and Implementing Organizing and Implementing an Effective Community an Effective Community

Outreach and Public Outreach and Public Relations ProgramRelations Program

IAFF 2nd District

Mark WoolbrightIAFF

2nd District Vice President

IAFF 2nd District

Mike CambianoPresident, IAFF Local 42

Dan CougillPresident, IAFF Local 7

IPFF Trustee

Organizing and Implementing a Community Outreach Program

• Agenda– Introduction– Public Relations Program Overview– IAFF Community Outreach Programs – Community Outreach and Grants– Organizing and Implementing– IAFF Local 7 and SCFR, our story– Questions and Answers

What is a public relations program?

• A basic definition of public relations is to shape and maintain the image of a company, organization or individual in the eyes of the client's various "publics.“

• A public (tax payers), in PR terms, is anyone who ever has or ever will form an opinion about the client.

Understanding your client

• Public relations success requires a deep understanding of the interests and concerns of your community.

• Locals must know how to effectively address those concerns using the most powerful tool of the PR trade; publicity.

• Publicity can be free if you build relationships.

1. Identify the need within your local and community.

2. What type of program3. Function of program4. Features5. Benefits6. Misconceptions

What needs to be done?

What You Will Need

• Member Participation • PR Fund within your local• In-Kind Contributions • Donations • Grant writing expertise• Communication • Management support is helpful but not a

deal breaker!

Getting Buy In • As Local Leaders, one of the most

challenging obstacles to overcome with Public Relations is membership buy in;– Assess your membership’s willingness.– Assess your Local’s and Department’s

resources.– Assess your needs.– Develop a program that accommodates all three.

Giving Back to the Community

• Fire fighters are a part of the community too

• Meet community needs• Be genuine• Labor-management relations

• Boosts your public image• Builds relationships with city leaders,

media, community groups• Helps recruitment efforts• Strengthens public support• Raises awareness and funding for

charitable causes

Benefits of Community Outreach Efforts

• Muscular Dystrophy Association• Goodwill Industries• Charitable Events• Habitat for Humanity• Fundraisers• Help for the needy• Fire Safety and Prevention

Community Outreach Programs

Fire Fighters Care Enough to Wear Pink

• October is Breast Cancer Awareness Month

• IAFF Resolution• What are your results?

Community Outreach and Grants

• Assistance to Firefighter Act Grants– Fire prevention and safety– Web site http://www.firegrantsupport.com/

• Local and regional fundraising

2nd Dist Outreach

• Rules To Live By– Be consistent in YOUR brand– Be Proactive

• Engage with groups and build relationships BEFORE you need something

– Find charities you have a connection with.– Use your resources/assets to build alliances.– Be open to new relationships/partnerships with

non-traditional groups and organizations.

• Motive

The community outreach program is intertwined with POLITICS: Business, charity and political figures move in the

same circles.

2nd Dist Outreach

2nd Dist Outreach

• Don’t be afraid to be creative.• Leadership involves taking risks.• Learn from successes and mistakes.

• Emphasis– Whenever engaging with the public the

message is ALWAYS the good that we do for the community.

– Explain what we do.– The work we do off the job as a UNION and

the positive effects this has on the community.– Avoid negatives!

2nd Dist Outreach

2nd Dist Outreach

• Advice– Don’t be shy or humble

• Advertise what we do as fire fighters• Advertise what we do as a Union

– Talk about it with anyone who will listen• Friends• Family• Media

– Print materials for distribution

2nd Dist Outreach

• Chose a topic that is meaningful to your community.– Drowning prevention– Home safety – Smoke alarms– Car seats

• Begin building partnerships– Media, business and community– Involve partners from the beginning– Give thanks and credit

2nd Dist Outreach

For success…• Effort cannot be self-serving.• Members must buy-in and participate. • Leadership must commit and

participate.

Summary

• Have a plan• Stick to it• Apply for grants• Start a Community Service Fund• Identify the long-term goals• Plan for the long term

IAFF Local 7/SCFR• 1992 Local 7 loosing the PR war starts a PR

Fund within our local.• 5% of our dues dedicated to PR per bylaws

change.• 1993 Local 7 and St. Luke's Burn Unit Nurses

start St. Florian Fire and Burn Foundation.• 1995 Miracle Burn Camp.• 1997 Fire PAC in our contract.

IAFF Local 7/SCFR• 1996-97 SCFR creates PIO position.• 2000 Local 7 commits to Awesome Biker Nights.

($25,000 annually to St. Florian)• 2002 Start the Local 7 Community Service Golf

Tournament. ($5,000 to $8,000 annually to Community Service Fund)

• MDA Hockey Night.• Website created to engage our members.

www.scpff.org

IAFF Local 7/SCFR

• 2008 Start SCFR Citizens Academy• 2011 host our first Fire OPS.

– Elected officials, media, and community leaders attend.

– Membership bought in! (Have a strong leader)– Still getting good PR from the event.– Planning 2013 Fire OPS now.

IAFF Local 7/SCFR• Other Events

– Sponsor Local 7 Marathon Team– Mayhem Run– Fire Fighter Memorial Ceremony– Home Inspections– Block Parties– Neighborhood Network (these people attend

council meetings and vote!)– Smoke Detector Program

IAFF Local 7/SCFR• Events continued

– Fire Safety House– Fire Prevention Month (schools, open house)– Race for a Cure– 911 Tribute Ride– Goodwill Industries/Camp Goodwill– Rigs in the community (Inspecting, grocery store,

etc.)– Car Seat Safety Events

Car seat event on duty, getting paid for PR!

I

Doing it together. Members on duty and members of f duty!

Fire OPS! A must do for your local and department.

Raising money for our PR Fund and getting to enjoy golf .

Most of your PR events while enable you to involve your families.

Local 7 and SCFR buy into public relations together!

IAFF Local 7/SCFR

• Local 7 and SCFR have bought into public relations together.

• We work together for the greater good of our local and our department.

• You have to change the culture of your local and department.

• Become proactive, not reactive.

Questions