Wildfire Awareness Month, recognized every May, reminds public safety agencies to engage their communities around fire preparedness. For public information officers (PIOs), it’s a chance to share critical prevention tips—but how you say it matters as much as what you say.
The goal isn’t to spark fear. It’s to provide calm, consistent, and practical information that empowers the public to act.
Know Who You’re Talking To
Your community may include long-time residents familiar with wildfire risks and newcomers who’ve never experienced an evacuation order. Tailor your messaging to meet both. Include renters, tourists, and business owners. Each group has different concerns—your job is to speak with clarity and empathy.
It’s tempting to lead with alarming stats—acres burned, homes lost—but that can overwhelm people and lead to disengagement. Instead, provide local context and shift toward what residents can control.
Rather than:
“Wildfires destroyed 10 million acres in 2023.”
Try:
“Clearing 30 feet of space around your home can significantly reduce fire risk. Here’s how to start.”
Avoid overloading your audience with worst-case scenarios. Keep it local, practical, and action-driven.
Use Message Framing That Encourages Action
Use simple, direct phrases that highlight what people can do. Avoid fear-based language or overly technical terms. Here’s a quick guide:
| Do Say | Avoid Saying |
|---|---|
| “Here’s how you can protect your home.” | “Wildfires are becoming more dangerous.” |
| “Create a 3-day emergency kit.” | “The risk is out of control.” |
| “Know your evacuation route now.” | “Evacuation may be chaotic.” |
The goal is to keep people engaged—not panicked.
Partner with Fire Agencies
Your local fire department or forestry division likely has data, visuals, and experts willing to help. Bring them into your messaging.
- Use a quote from a fire chief in your press release.
- Collaborate on an infographic showing defensible space tips.
- Jointly host a webinar or Facebook Live Q&A.
The type of activities reinforces credibility and shows unified leadership.
Promote Specific Actions
List clear steps the public can take. Make your calls to action easy to follow:
- Clear leaves and brush 30 feet from homes.
- Sign up for emergency alerts.
- Pack a go-bag with medication and chargers.
- Review your family’s evacuation plan.
- Bookmark local fire danger maps or apps.
Use the link to ready.gov/wildfires or your state’s emergency management page. A one-pager or checklist in PDF format is a valuable takeaway.
Deliver Messages Across Platforms
Your community isn’t all on one channel. Reach them where they are:
- Use Instagram and Facebook for short video tips or live Q&As.
- Post updates and visuals on your agency’s website.
- Create printable flyers for libraries, parks, and senior centers.
- Include wildfire prep in any May community events or email newsletters.
Visuals and plain-language content travel well. Keep your tone calm, clear, and consistent.
Reassure While Staying Real
Preparedness doesn’t mean pretending danger doesn’t exist. Acknowledge risk while reinforcing your agency and residents’ role in reducing it. Let people know:
- You’re ready to respond.
- They’re not alone in this.
- Taking small steps today can make a big difference.
Final Thought
Wildfire Awareness Month is a critical communications moment—but it doesn’t need to feel overwhelming. Speak plainly. Share useful info. Let your community know that preparedness is something we all do together.
Include contact info, links to fire department partners, and a downloadable checklist if possible.