Presentation to the National Wildfire Suppression Association, March 2010

1. Perception is Reality
Making a plan, building relationships
& communicating about your industry

2. what is perception?

3. What affects our
perception?
Media, Word of Mouth,
Past Behavior

4. Perception problems.

5. 4 arrests & 3 players
dismissed since the
Rose Bowl

6. Is others’ perception out of your control?

7. Not if You Plan, Train and Act

8. Plan.

9. What do you want to be
known for?
As a company?
As an industry?

11. Creating Key Messages
Claim:
We’re professional and well-trained.
Fact:
NWSA member companies train to the highest federal
standards, and sometimes higher.
Example:
In 2004, an IC was on a fire where all the resources were
private professional wildland fire resources. After some
initial concerns and questions, the team got to work. The
IC said that those crews fought that fire faster and more
efficiently than any other fire he’d been on.

12. Know your stakeholders. Employees, Agencies, Property Owners and Legislators

14. Media Training = Communication Training

15. Act: Align Words & Actions

16. First steps/next steps