Successful landscape-scale management requires close cooperation and effective communications among all stakeholders, including state, local and tribal governments, agencies and local communities. Because fire is a natural component of most if not all U.S. landscapes, land managers are increasingly investing in efforts to educate the public about wildland fire and prescribed fire issues.

Strong partnerships with local communities to promote fire safety, fire prevention, Firewise community planning, and fuels management are all important. Support from the public at large can also help ensure that fire-related conservation work receives adequate funding and attention from agencies and legislators.

In wildland-urban interface areas (places where houses meet or intermingle with undeveloped wildland vegetation) the goal is for all stakeholders—residents, communities, governments, state and federal agencies and landowners—to work together to understand and accept what it means to live and recreate in a fire-prone landscape and to realize the benefits of managing fire.

Selected Resources

The Nature Conservancy’s U.S. Fire Education Program
A component of the Fire, Landscapes and People project, this program is focused on working with federal and state agencies, tribes and local communities to educate the public about the natural role of fire. Staff participate in the National Wildfire Coordinating Group’s Communication, Education, and Prevention Committee. This interagency team has developed standard messages on the ecological role of fire, agency approaches for managing and benefiting from fire, and the need for partnerships and education. For more information about the U.S. Fire Education Program, contact Wendy Fulks.

Public Relations
Much of the public reaction to prescribed fire depends on how well fire management professionals convey the necessity and benefits of this sometimes controversial land management tool. If citizens and the media are informed, and allowed participate in decision making processes, you will usually find sympathetic partners for meeting your ecological goals.

Elements of Good Public Relations Communication
Be proactive in your relations with the public and the media. Take the initiative to keep them informed on a year-round basis. Know their names and numbers and make sure it is someone's job to establish personal relationships with each of them. Keep your language clear, simple and jargon-free. Don't overreact or respond defensively; criticisms aimed at an agency should not be taken personally.

Honesty
Give complete information and don't disappear when unfavorable news breaks. Make sure you are there disseminating the truth because otherwise bystanders and people unfamiliar with prescribed fire will be the ones who are quoted. Correct misconceptions promptly.

Professionalism
Accept responsibility when things go wrong; explain what happened and why it happened and what you are going to do to try to make sure it doesn't happen again. Look professional. Always wear the appropriate PPE when burning and make sure your crew does, too. Return phone calls promptly—reporters have deadlines and no one likes to be stonewalled.

Open-Mindedness
Don't write off people who don't share your opinion. Be a good listener and calmly address others' concerns. Make sure you give credit when credit is due other people.