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US Forest Service Communications Strategy:
Prescribed Burning
Prepared by George Mason, APR and Rockey Bowler Public Relations
- September 30,1998 -
Contents
1. Situation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
2. Review of Current Materials . . . . . . . . . . . . . . . . . . . . . ..*.........*.....*.....*......*.................. 4
3. What We Know from Previous Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3A. Information collected from previous studies/research 3B. Information collected from initial telephone interviews
4. Communication Program Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5. Communication Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 5A. Key Messages 5B. Sub-messages
6. Delivery Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
7. Suggested Communication Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
8. Prescribed Fire Presentations: Points of Persuasion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
9. Speaking Points: Prescribed Fire Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
10. Draft: Suggested B&Fold Brochure Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
11. Draft: Fact Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
12. Draft: Suggested Press Release Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Attachments: USFS Communication Evaluation Form List: Materials Reviewed for Report Fry Formula Readability Calculation Table Draft: USFS/BLM Prescribed Burn Survey Rationale for Interview Questions
USFWBLM Communications Strategy:
Prescribed Burning September 30,1998
1. Situation
Starting in the early 194Os, as a result of the war effort to protect critical resources,
the United States government began an aggressive public education campaign and
fire suppression effort to prevent and contain wildfires. Conducted through a
number of public agencies the early efforts culminated in development of a
communications image in the form of “Smokey Bear/‘-a powerful social icon that
has successfully focused public attention on preventing wildfires for over half a
century. Despite dramatic increases in population and land use, wildfires caused by
humans have been reduced by half during the last five decades.
However, aggressive suppression efforts have also resulted in a dangerous
deterioration of the health of forests and grasslands due, in part, to aggressive fire
fighting and fire containment strategies. These strategies-excluding fire in the
natural cycle of ecosystems-have forced a significant change from the historical
timber stand in forests and the historical cycle of grasslands where natural as well as
man-made fires were more prevalent. The fire exclusion strategy of the last 50 years
has led to an excessive buildup of fuels and undergrowth, which then has resulted
in an environmental condition of increased destructive insects, proliferation of
unnatural forest and range types, and a decrease in bio-diversity and ecosystem
balances. The present day conditions are the source of many catastrophic fires-fires
described as “lethal” in forests since they burn the upper canopy preventing
regrowth and regeneration. This type of fire also poses the greatest threat to life and
property.
Foresters and land managers agree that fire is a natural component of the life cycle
of most ecosystems in the Pacific Northwest, as well as other ecosystems throughout
1
the nation. Fire has an historic and ecological importance in the sustained health of
certain ecosystems, and periodic low-intensity wildland fires are instrumental in
preventing or limiting the severity of catastrophic fires and maintaining ecosystem
balance and health. In fact, some species of plants require fire to properly germinate,
and periodic fire in grass and shrublands will stimulate growth and productivity as
well as increase species diversity.
In the late 196Os, fire fighting agencies began to recognize the role of fire in the
natural cycle of wildlands, and consequently shifted their policies from automatic
suppression to a role of more managed decisions regarding the treatment of
wildfires. In the 1970s this shift was reflected in a change in the older Forest Service
policy of “Fire Management,” to a newer more complex role recognizing the
importance within Fire Management for “Ecosystem Management.” By the 1980s
and ‘9Os, prescribed burning-both “management ignited prescribed fire,“ and
“prescribed natural fire” where a naturally occurring wildfire is closely managed to
allow burning-have become essential tools and strategies along with other
mechanical thinning methods in fire fighting efforts and ecosystem management.
However, evidence exists suggesting the public and policy makers may not always
understand or agree with the many issues surrounding prescribed burning. Direct
and indirect research shows a pattern of growing public support of these policies;
however, national surveys conducted since the Greater Yellowstone Ecosystem Fire
of 1988 have demonstrated a lag between policy implementation and public
acceptance. This appears to be due in part to the highly successful Smokey Bear
public education programs, and the “counter-intuitive” nature of using fire to help
a wildland restores its health. In addition, public and policy maker support of
prescribed burning is heavily influenced by issues relating to smoke and health;
perceived degradation to ecosystem health; impacts on aesthetics, water and wildlife;
and, prescribed bums escaping control.
2
In an effort to educate and persuade the public of the need for prescribed burns,
local, state and national fire fighting and land management agencies have created a
broad array of communication tools. These include pamphlets, school curricula, and
video tapes, as well as public meetings and lectures. The reported success of these is
mixed. In general, social attitude research shows that since 1968 public acceptance of
prescribed burning has grown more rapidly than public understanding of the
reasons for its use. Moreover, pockets of organized resistance and opposition can be
found in health and environmental groups.
However, in a benchmark study conducted in 1996 (Forest Management in the Blue
Mountains: Public Perspectives on Prescribed Fire and Mechanical Thinning;
Shindler, Reed, Oregon State University, Department of Forest Resources) research
shows that in rural Oregon areas, residents were overwhelmingly in support of
these practices, and aware of the deterioration in the health of their forests. This in-
depth study used mail surveys, focus groups and on-site interviews and
observations to find that the majority of these residents are more concerned with
the process used by wild land managers to prescribe fire or other techniques, and
their lack of perceived involvement in the decision making. In other words, the
issue was not of knowledge or support, but rather trust.
In is within this context that the USFS has contracted with Rockey Bowler Public
Relations to review past communication tools, and develop effective
communication strategies for gaining public understanding and support of Forest
Service and BLM prescribed burning programs in Oregon and Washington.
3
2. Review of Current Materials:
Rockey Bowler staff created a one-page review form (attached) and used this to
evaluate and codify 22 items about prescribed fire (list attached). Included in this
body of material were school curricula, brochures, speeches and video tapes. The
form and our method were based on our expertise in public communications, and
suggestions derived from a paper presented at the “Environmental Regulations &
Prescribed Fire Conference,” March 14-17,1995, Tampa, Florida, by Alan D. Bright. 1
addition, we used the Fry Readability Test (copy of graph attached) to measure
selected printed items provided by USFS.
In
Based upon the survey of the materials, we concluded the following:
4 The printed materials have an extremely high (difficult) readability level-
generally 10th and 11th grade levels. This was true of even the Smokey Bear
50th Anniversary brochure, an item that seemed to be directed primarily at
younger audiences (the vocabulary level was low, but the text used complex,
wordy sentences). Our finding is corroborated by a previous study (Hunt and
Brown 1971) of natural resource communications distributed by federal land
management agencies. That study found the printed materials “‘difficult“ to
read, “written at college level,” and “too academic and dull.”
b) There appears to be some confusion or lack of agreement regarding the use of
key terms; i.e. controlled burning, prescribed burning, prescribed fire, etc. This
may be due to the fact that the materials were all written at different times
and from different locations or agencies.
c) Generally, the use of photography gives mixed signals. The most dramatic
photography is always fires, while scenic graphics appear dull in comparison.
Often this results in the reader’s eye first viewing and lingering on fire images
rather than on images that reinforce the goals of the program.
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d) Most printed items do not use call-outs, inserts or other fast informational
references for the eye. Charts can be confusing and often take time to
interpret. As a result, these do not invite quick perusal, do not convey their
messages easily or rapidly, and do not reinforce their key messages.
e) None of the public materials directly addresses prescribed burning programs,
the attendant issues, or their effects.
3. What We Know from Previous Studies:
3A. Information collected from previous studies/research:
1. Public awareness of the frequency and impact of catastrophic wild fires has
grown considerably in the last few years-on both the global and the local
levels.
2. Judging from news reports, public perception of the role of global warming,
global climate change, or “El Nino” as a causal factor in the circumstances of
wild fire probability and severity has increased.
3. The environmental movement has given rise to the public belief that
humans, including forest managers, cannot improve a natural ecosystem
(Baas et al. 1985).
4. In one study conducted in Oregon’s Blue Mountains, respondents expressed
mixed signals regarding their trust in the Forest Service’s ability “to
implement a responsible and effective program.... A majority (51%) give the
agency a vote of confidence, while one-fourth do not trust the Forest Service
and about another fourth (24%) are either neutral or undecided.” (Shindler,
Reed 1996)
5. In the same study the majority (66%) of residents of the Blue Mountains rated
the health of their local forests as unhealthy or very unhealthy.
6. Public supporters of prescribed burning policies tend to be more
knowledgeable about the effects of fires than those against such policies
(Manfredo 1990, Manfredo and Zinn 1993); and similarly, the level of
acceptance of prescribed burning is related to an individual’s knowledge of
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the uses and impacts of fire (Gardner et al 1985; Taylor and Daniel 1985), and
to higher levels of education (Shindler, Reed 1996).
7. The more involved a person is in the forest industry, the better they
understand and agree with prescribed burning policies. Some of the lowest
signs of support were from off-road drivers and hunters. (Although not
stated, this finding suggests differences between rural and urban populations).
8. Evidence exists to show that public acceptance of prescribed burning increases
by providing information on the beneficial effects of fire (Taylor and Daniel
1985).
9. Public agreement for the use of prescribed burning has increased, yet
understanding of the reasons for prescribed burning has lagged behind this
increase. (Omi and Laven 1982; Stankey 1976; McCool and Stankey 1986).
10. Public support of prescribed burns increases if it is used to reduce the risk of
severe wildfire, to manage ecological conditions by simulating the historic
fire regime, or to improve recreation potential (Zwolinski et al. 1983; Gardner
et al. 1985; Taylor and Daniel 1985).
11. In the Blue Mountain Study (Shindler, Reed 1996), “A large majority agree
the practice (of prescribed burns) is useful in decreasing the chance of wildfire
(74%) and reducing excess fuels (70%).”
12. In repeated public opinion studies, the importance and value people place on
clean air, water, health, visibility and aesthetics is very important and can be
instrumental in determining the level of public support for prescribed fires.
In at least one study (Shindler, Reed, 1996), short term impacts on air or
aesthetic qualities were acceptable, “Currently, smoke and air quality are not
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major issues for most people in the region; however, we know that it does
not take many dissenters to elevate the status of this concern.”
13. Public attitudes are not easy to change. Information campaigns in Grand
Canyon National Park, and a similar program in Olympic National Park
failed in significant ways to increase public knowledge about fire effects or
support for its use (Baas et al. 1985), or if they do manage to raise
understanding, they many not influence core opinions (Rauw 1980).
14. At least one study (Bright et al. 1993) with visitors to Yellowstone National
Park, found limited impact in giving persuasive messages to people with
reported negative and positive attitudes to prescribed fire. Anti-messages
were given to people with positive attitudes, and positive messages were
given to those expressing negative attitudes. Concurrent with persuasion
theory, the stronger the initial attitude, the less likely that attitude will
fundamentally change with exposure to contrary messages. However, both
groups did relax their position (intensity of attitude) and became more
moderate as a result of being presented with contrary messages.
15. In the Blue Mountain study (Shindler, Reed 1996) it was found “that a solid
majority support the public’s participation in federal forest management.”
Again, this appears to be as much an issue of trust in management practices as
a matter of dispensing information.
3B. Information Collected from Initial Telephone Interviews:
The following anecdotal information was collected by Rockey Bowler Public
Relations in a series of informal telephone interviews. Although not quantitative
or statistically reliable, it is our belief that this information is a good measure to
weigh against our other secondary findings and suggested messages.
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The following interviews are nearly verbatim statements and presented here
without the names or affiliations of the participants. Each interview was with a key
informant in a community of the region-professionals working either directly in
fire protection, or with aligned agencies in both Oregon and Washington.
Walla Walla, Washington
“Walla Walla probably wouldn’t be the target of a prescribed burn, because the
forests in that area have all been harvested. But, if it were a target, there would
probably be mixed reactions. We are in an enclosed valley, and any smoke or
pollution often gets stuck here for days. Walla Walla has a large agricultural
community, and the farmers often burn, which creates smoke as well as results
in debris that falls in town. As a result, there is sensitivity among urban residents
to burning and the environmental problems it creates. If people were educated
and understood the reason for the burn, they might be more supportive.
“Residents of Walla Walla are also concerned with the habitat for salmon and
steelhead, and that might have some effect on their view toward a burn.”
North Bend, Washington
“A prescribed burn in this area would have the full support of the fire
department. We are surrounded by forest land, but our fire department has very
little training in wildland fires. If there were to be a forest fire, the department
would be partially responsible because the Forest Service, as a result of
downsizing, does not have enough people or engines to attack a fire. Therefore,
the North Bend Fire Department needs as much training as they can get.
“I feel that if the public were made aware of the burn and the reasons for it, they
would probably be supportive for the most part. North Bend is traditionally a
rural community, but is rapidly becoming an urban community. It is also
enclosed in a valley at the foot of the Cascades. The situation presents the same
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problem as in Walla Walla-urban dwellers become frustrated with farmers’
burns.”
Morton, Washington
“I think there wouldn’t be any response to a prescribed burn in my area. Morton
is a timber town and is accustomed to slash burns. Just about everyone works in
the woods and is educated about the process. However, there haven’t been any
burns in the area in the past couple of years.“
Aberdeen, Washington
“The community of Aberdeen would go crazy if the Forest Service were to plan a
prescribed burn in this area. We are a community split down the middle, with
half loggers and half environmentalists. All of Grays Harbor County, where
Aberdeen is located, is dependent on the logging industry, and it is dying and
putting many people out of work. We are also deep in spotted owl territory and
old growth forest. There would be massive protest from both of these camps in
the event of a prescribed burn.
“There have been slash burns in the area in the past, and they too bring protest
from those concerned with the environment because it creates smog. Recently,
regulations were put in place that prevent slash burns during certain months.”
Baker City, Oregon
“Reactions to a prescribed burn in this community would vary from extreme to
nothing at all. This is a timber community that recently lost the in-town mill,
but there are still two mills outside of town that residents work for. We also
have a fairly strong environmental community that would most likely get
involved. There is an agricultural community that sometimes burns in the
spring, bit it’s never created a problem in the past.
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“The biggest issue, however, is the fact that this community is where in 1996, the
Forest Service lit a controlled burn intended to burn 10,000 acres. But it got out of
their control, and ended up burning 50,000 acres. Its cost was millions of dollars,
and there are still lawsuits pending as a result. This scare is still fresh in
resident’s minds.”
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4. Communication Program Goals:
1) To develop for implementation in Oregon and Washington a communications
program that:
a. increases public understanding of the purpose and benefits of prescribed
burns.
b. improves public support of prescribed burning plans.
c. minimizes public opposition to prescribed burning plans.
2) To develop and implement in Oregon and Washington a program that
effectively communicates:
a. the appropriate stewardship of the USFS and BLM of public lands
(ecosystem management agency).
b. the natural role of fire in woodland and grassland ecosystems.
c. the short and long term value of prescribed burning strategies in helping to
maintain the health of ecosystems, decrease the frequency and severity of
catastrophic fires, and improve aesthetics and recreational value to wildlands.
e. to address and answer the negative issues associated with prescribed burns,
including smoke, aesthetics, and wildlife.
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3. To develop informational materials and delivery methods which meet the
following criteria (as suggested by Bright in, “Influencing Public Attitudes Toward
Prescribed Fire Policies,” as well as from other studies). Specifically, informational
materials must be presented that are:
a. understandable (appropriate readability, non-technical, use of key words or
call outs).
b. relevant to the intended audience (appropriate and mindful of their
concerns).
c. credible (from a believable, non-biased source).
d. attractive.
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5. Communication Strategies:
Earlier surveys conducted in both the Northwest and nationally demonstrated there
are two distinct audiences-each with a unique baseline of knowledge, experience,
values, and attitudes. These are the urban residents (those living in the major
metropolitan centers), and rural residents.
Previous research has shown that both groups require different approaches with key
and sub-messages, and different delivery methods. Generally, efforts to inform and
persuade are more effective and possible with rural populations in a small group
setting with message that primarily address:
l safety
l preparations (air quality, fire control, etc.)
l utility or purpose (including aesthetics)
l prevention of future catastrophic fires
Evidence also exists suggesting that the methods of involving rural publics in the
decision making process through advisory councils and public input where input is
perceived as heard and acted on, increases trust and support of management
policies.
Urban residents generally are best reached through mass media outlets (newspapers,
magazines, television) with messages that focus on:
l resource protection
l ecosystem health
l aesthetics
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(Note: this distinction between urban and rural residents has some evidence to
indicate validity; however, it is one of the areas future surveys should specifically
measure to gain a higher degree of certainty).
5A. Key Messages:
The following three key messages are suitable for use with either urban or rural
audiences.
1. Qur forests and ranee lands are in danpa. 50 years of fire fighting combined
with a changing climate has led to many of our forests and range lands
becoming vulnerable to catastrophic fires.
2. Qur ecosystems are in danper. 50 years of fire suppression has changed the
basic ecosystem of our forests and range lands.
3. We are in danrer. Homes, fire fighters, and those using wildlands for work
and recreation are in danger from catastrophic fires-and valuable timber, .
water, wildlife and harvest resources are in danger of being lost. ..
5B. Sub-Messages:
Based upon the collected findings and our expertise in communications, we suggest
that the following six sub-messages are applicable differently to urban and rural
audiences. Each audience in noted in the parenthesis as to its relative weight (the
first listed is the primary audience for this message). Sub-messages would be
selectively used in public communications to better tailor to audinence needs. Please
note: we believe this is another key area for subsequent communications research.
1. Wildland fire severitv and freauencv have increased over the vears. Combined
with greater human encroachment into wildlands this has increased the loss
of life and property from wildfires. (Rural, Urban)
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2. Fire nrevention education has worked. In 1941, wildland fire burned 30
million acres, 90 percent caused by human carelessness. Today we see half
that number of acres burned, despite a lo-fold increase in population. (Urban,
Rural)
3. Low intensitv fire historicallv is an essential element of forests, shrublands,
grasslands and riparian systems, and is necessary to the life cycles of these
ecosystems. (Both)
4. Prescribed fire is one imoortant tool we have to nronerlv manage our
wildlands. Prescribed fire can save lives, save wildlands, save resources, save
economies. (Both)
5. Fire managers make everv effort to minimize the imnacts of txescribed fires
(smoke, visibility, appearance, wildlife survival, prevention of spreading).
(Rural, Urban)
6. Prescribed fire allows for better control of smoke compared to wildfires. Since
prescribed fires are closely managed according to climatic and geographic
conditions, smoke management is much more controlled than in natural
fires.
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6. Delivery Methods:
The following is a list of communication tools that can be used in this program.
However, budget, resources, time, location, and research findings will determine
which of these are best to meet the program’s communications goals.
Advertising and Public Relations Collaterals:
Ad shell for local newspapers
Logo
Poster Announcement
Slide show presentation
Video
Display
Prepared speech(es)
Press release template
Fact sheet(s)
Radio PSA
Web site information, feedback and links
Press/Media Relations:
News coverage
Informational materials to local columnists
Fact sheets
Editorial board meetings/briefings
Media tour of site prep and follow-up
National television/radio (NOVA, National Geographic, Science Friday, etc.)
Direct Public Outreach:
Automated courtesy phone alerts
Public presentations/community briefing meetings
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Direct mail (by resident zip codes)
E-mail notification
Road signage/FS signage (such as at trail heads and interpretive kiosks)
Local fire, police and hospital or health care signage (including warnings for
chronic respiratory patients)
School announcements
Local decision makers (i.e. mayor, city council, legislators)
Regional FS Station rack cards, signage, info sheets
Feedback:
l-800 call in
Write in (including e-mail)
Post survey
Press clip monitoring
Letters to the editor monitoring
Complaint monitoring (via fire departments, sheriff’s office, health facilities,
etc.)
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7. Suggested Communication Plan:
Note: Our preliminary work to draft a useful and suitable public survey instrument
(draft attached) and seek federal approval to conduct a regional telephone survey
has changed with the discovery of another survey instrument developed for a study
in the Blue Mountains in 1996 (Shindler, Reed 1996).
It is our opinion that the survey instrument used in that study is excellent and can
be easily adapted and shortened for reuse to meet the needs of our program in the
future.
1) Produce and finalize a public opinion survey on prescribed burning. We believe
that the Forest Service should arrange to make use of the Oregon State University
survey mentioned above-with modifications. A shorter form of this survey will be
very useful in sampling urban population attitudes, rural Oregon and Washington
populations, and comparing results against the 1996 study. The USFS shoud initiate
the process of obtaining OMB approval to implement the survey.
a. upon approval, initiate telephone survey and compile results.
b. compare results of survey with informal research (from task 2, below).
c. produce summary of results with comparisons to previous surveys.
d. revise any materials or strategies accordingly.
2) Develop and test communication models for: (draft examples included)
a. speaking points (pages 24-25)
b. informational brochure (pages 26-27)
c. fact sheet (pages 28-29)
d. press release template (page 30)
Produce these via desktop publishing and test in informal settings during normal
Forest Service/BLM public meetings.
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3) Produce final recommendations advising on use of communication strategies
and suggestions for additional needed materials.
4) Examine best practices of other agencies in using public participation models in
smaller communities. These may include advisory boards, public participation
meetings or other examples. Consider the feasibility, risks and costs associated with
incorporating these models into future communications programs.
After completion of the above steps, we believe the USFS/BLM is ready to initiate a
proactive and complete communications plan of action. At this time, we envision
future steps to include:
5) Design and develop a full compliment of communication tools. These may
include: informational poster, ad shell, press kit, logo, slide show, radio PSA, and
Web site. Other tools may be added as determined from surveys, additional research,
feed back and examples of best practices.
6) Arrange for selected media tours of prescribed burn sites for rural media.
(Resulting clips can then be used to send to urban media outlets, thus gaining third-
party endorsement).
7) Develop appropriate information for use on the FS and BLM Web sites. Arrange
links with relevant sites such as university forestry and land management sites, and
timber industry.
8) Arrange speakers bureau for both urban and rural venues, and arrange
engagements.
9) Conduct on-going evaluation and revisions of program through spot-interviews,
media monitoring, key-informant surveys, and other feedback tools such as l-800
phone lines, or monitoring letters to the editor and complaints.
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8. Prescribed Fire Presentations: Points of Persuasion
Rationale: Repeated studies have shown that public attitudes can be persuaded, or
hard positions of opposition can be mitigated with credible, face-to-face
presentations. Improved probability of success is achieved through the use of:
l Credible information sources. Presenters who are considered “experts” in the
field they are addressing are ranked more believable by audiences. This means
scientists, engineers and senior technicians will be more persuasive than line
employees, public information officers, bureaucrats, and managers.
l Third party views. Audiences judge presenters higher who they perceive are
not visibly connected with the topic, and who do not directly benefit from the
purpose of their arguments.
l Keeping the message simple and direct. Public presentations are the most
effective when they succinctly state their thesis, explain the thesis, illustrate
the thesis, elicit public support in the thesis, and conclude with the thesis.
Adding any additional issues only distracts from the persuasion. “Prescribed
fire” is an issue that is “counter intuitive.” For more than half a century the
public has been successfully persuaded to “prevent forest fires.” Prescribed
fires must be cast in the context of helping to meet this mission in order to
prevent the audience from experiencing cognitive dissonance.
l Personal identification. Audiences respond best when their vested interests are
addressed directly. We can guess that most attendees to USFS/BLM public
meetings on prescribed burns will already have a vested interest (homes,
business, timber, health). The effective presenter should know these interests
and directly address them in the presentation. How will a prescribed fire help
them? What are the immediate and long-term benefits to them (as opposed
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to the forest or ecosystem benefits which often are intangible or future
benefits).
l Confirmation of what is already known. The American public is well attuned
to the prevalence of catastrophic fires, global warming, and climatic change.
Confirming these points as causal factors for the need for prescribed burning
helps to better ensure success of persuasion.
l Directly addressing negative attitudes regarding human intervention in
ecosystems. Studies have shown that the public tends to believe that people,
including land managers and USFS/BLM employees cannot improve natural
ecosystems. The issues of prescribed fire may be more persuasively addressed
as a prevention method rather than an improvement model (testing must be
done to demonstrate or refute this assumption).
l Directly addressing fears and apprehensions. Problems and mistakes can and do
happen. People know this. Excess smoke, prescribed fires getting out of
control and other problems are possible. However, if a presentation is capable
of attaining a high degree of trust and credibility, dealing honestly with these
issues is easier. It is important to acknowledge their probability, realistically
framing that probability as low, convincing that preparation has been made
for contingencies. Of greatest importance is the need to balance and compare
these possibilities with the higher probability of catastrophic fire-fire that will
be the most damaging, be most difficult to contain, produce the most smoke
in an uncontrolled setting, and have the longest term impacts.
l Effective calls to action. Studies have demonstrated the most convincing and
persuasive presentations are those where the audience is asked at the
conclusion to conveniently do something. Filling out a survey, discussing the
issues with their children, posting a list of alerts or safety measures in their
homes are all small examples of providing the audience with easy action
steps that help to certify their acceptance of the issues.
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l Focus on the goals, not the methods. Studies have demonstrated that
audiences are for more inclined to agree with the goals than with the
methods used to attain those goals. Elaborate explanation of the specific
methods of conducting a prescribed fire is far more likely to elicit opposition
than an explanation of the reasons and needs for conducting a prescribed fire.
l Illustrate the issues. As much as possible, a presentation will be effective that
can show through either real stories and/or visual support the changing
status and condition of wild lands over the last 50 years, and the post-
condition of wild lands following prescribed burns.
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9. Speaking Points: Prescribed Fire Presentations
NOTE: An effective speech will be enhanced with good visual aids: slide show
narrated by the presenter, maps showing the prospective burn site; and, with good
personal illustrations or stories of pre- and post-prescribed burn scenarios.
The following are points to be considered by the presenter in preparing the
presentation:
1) Who is the presenter (their credentials) and who is the audience (their vested
interests)?
Establish credibility of presenter and determine specific audience needs,
concerns, or fears that must be addressed.
2) Why was this area selected for a prescribed burn?
Establish the specific needs for the designated area, and emphasize the
consequences of non-action or alternate actions.
3) What is a “prescribed burn,” and why is it important for the area?
If needed, explain and illustrate the most basic aspects of how a controlled
burn is conducted, and what are the conditions that allow it to occur. Strong
and repeated emphasis should be placed on the goals of the prescribed burn,
rather than the methods.
4) What should the audience be aware of, alerted to, sensitive to (smoke, aesthetics,
safety)?
Issues dealing with smoke, fire control, aesthetics, safety-and the fact that the
prescribed burn may not occur, or will only occur under ideal conditions
must be addressed. Allow questions, but attempt to re-focus potentially
hostile questions to recognition of the critical importance and the goals of the
program.
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5) What can they do?
The presentation should conclude with concrete and helpful things the
audience can do to help the local program of prescribed burns. Examples can
include: discussing the issues with their families, completing a feedback form
on the presentation and/or the prescribed burn, posting at home a refrigerator
note on urban interface safety tips, or local phone numbers for Oregon DEQ,
Washington DOE, USFS, BLM, and local fire departments.
6) Questions and Answers
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10. Suggested Bi-fold Brochure Copy
(Page 1: Cover)
Preventing Fire
With Fire...
(Inside, left:)
(Use the series of photos from 1910 to present day, or something similar)
Prescribed Fire:
Saving our wildlands
our resources,
our selves...
Our forests and range lands are in danger,
For more than 50 years we Americans have done a great job preventing and fighting
fires.
But fire has been a natural part of ecosystems since time began. And with the change
in climate, preventing some fires has made new problems for our ecosystems.
Without occasional low-intensity fires some of our wildlands have grown
overcrowded and explosive. Dead wood and dry brush fills the ground. Destructive
insects and weeds invade the ecosystems. New growth is strangled and wildlife
threatened.
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(Call-Out) And-our forests and lands are now more vulnerable to catastrophic fires.
Lethal fires, the kinds that destroy the life of the forest-and possibly people’s lives-
are one of the results of continued fire suppression.
(Inside, right:)
(Use photo of tech with fire can)
But there is a solution...
“Prescribed Fire”
Since the 196Os, fire fighters and land managers have used “prescribed fire” to help
clear wildlands and restore ecosystems to their balanced health.
Low intensity fire is applied by trained experts to clear the ground of dangerous fuels
like deadwood and brush. Or, if a natural fire starts-and the conditions are exactly
right-experts may allow it to burn under the control of highly trained technicians.
Prescribed fires occur only under very special conditions.
l The air must be right-to prevent unwanted smoke.
l The conditions must be right-to prevent fire from getting out of control.
Prescribed fire is only one tool that ecosystem managers have to help restore balance
to wild lands-but it can be a very effective one.
Here’s what you can do:
l Learn about your local ecosystem.
l Volunteer or help out with your local fire department.
l Discuss the issues of prescribed fire with your friends and family.
l Contact your local US Forest Service or BLM office if you have questions.
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11. Draft Fact Sheet: Prescribed Burning
Long before humans walked the range lands and forests, fire played an essential role
in the health of these lands. Occasional, low-intensity natural fires helped clear dead
wood, kept insects and brush in check, germinated certain types of seeds, and
returned needed nutrients to the soil. For the last half-century our successful efforts
to suppress fires have changed many of our natural lands.
?Vhy have a prescribed fire?
One of the most important reasons is to prevent much larger, hotter catastrophic
fires. Reducing the dead or over abundant undergrowth helps prevent wild fires
from resisting control. Prescribed burns also help maintain the health of the
ecosystem. Some seeds require heat to germinate. Essential nutrients are returned to
the soil by fire action. And damaging weeds and insects are kept under control
allowing natural plant and wildlife to thrive.
What is a ‘prescribed burn”?
When the health or safety of a wildland ecosystem is threatened by over-abundant
fuel accumulations, noxious or flammable weeds and undergrowth, or other
unhealthy problems, low-intensity fire can be a solution. Agencies responsible for
managing the ecosystem can consider prescribing a controlled fire, or allowing a
natural fire to burn under control. Both of these must pass rigorous tests and
standards before occurring.
What are the benefits to prescribed fires?
Safer and healthier wild lands. Prescribed fires “clean” up wildlands and allow for
easier use by wildlife, humans, and native plant species.
What are the conditions when a prescribed fire is allowed?
The area is closely studied to determine if alternate methods are better, for example
mechanical mulching and removal of undergrowth. Safety factors, such as
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humidity, ambient temperature, wind velocity and weather reports are all examined
and considered before a prescribed fire is allowed, as well as during the course of the
prescribed fire. Many prescribed fires simply don’t happen since the necessary
conditions are not met.
What are the negatives about prescribed fires?
The two most important negatives are smoke and the possibility of a prescribed fire
getting out of control.
Every effort is made to best control both of these-but it’s not always possible. What
can be said is that almost always the smoke from a prescribed burn-if it is a
problem-is far less than the smoke from a wild fire in the same area. And, in the
very rare event of a prescribed fire getting out of control, fire fighters and equipment
are already on the scene to work on the problem.
What can you do to be involved?
If a prescribed burn is going to happen in your area, keep informed. Explain to your
children what to expect. If smoke should prove to be a problem, notify (?)
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12. Draft: Suggested Press Release Template
NOTE: Press releases to media near prescribed burning sites should be sent at least
three weeks before the burn, along with a copy of the fact sheet. The release should
follow the following template.
(First paragraph) In order to (prevent future fires, improve wildland health,
minimize fire danger, etc.) the (USFS or BLM) will conduct a prescribed fire (date,
place, acreage) if conditions allow.
(Second paragraph) (Explain the studies or conditions that led to the prescription,
and the parties involved in the decision, for example:) Recent studies conducted by
ecosystem managers and ecologists have shown that the risk of (catastrophic fire,
insect infestation, forest health, etc.) is growing. A controlled, prescribed fire is
intended to minimize this risk and help return the (forest, range land) to a balanced
state of health.
(Third paragraph) (If possible, provide a readable quotation from a credible source.
This could include a scientist, or wild land manager with a long reputation in the
area. Use of other local experts can also be made, such as a timber manager or local
guide, with their perspective on the changes in the system over the years.)
If appropriate, discuss smoke and health issues or other issues of local concern.
Provide the public with a contact phone number for a recorded message, or to report
smoke issues.
End with a boilerplate paragraph: Prescribed fires have been used by federal and state
agencies since the 1960s. Before a prescribed fire can occur, rigorous tests are made
and weather conditions assessed to help assure success.
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Attachments:
1. USFS Communication Evaluation Form
2. List: Materials Reviewed for Report
3. The Fry Formula Calculation Table
4. USFS/BLM Prescribed Burn Survey (Draft)
5. Rationale for Interview Questions
USFS Communication Evaluation Form
Reviewer’s Name: Publication Date: Length:
Title: Author: Medium: (Video, brochure,
pamphlet, etc)
Intended Audience: (Check any) General Public Policy Makers/Influencers Sophisticated Public Schools Scholarly Public Employees Media Other
Readability Level: (Using the Flesch or Fry scales)
Notes
Key Messages: Subordinate Messages:
Using a 5-point scale (1 is low, 5 is high) rank the following: 1 2 3 4 5
Persuasion Level: States Argument Well States Opposing Arguments Supports Argument with data Illustrates Argument with graphs, photo, etc
Notes
List: Materials Reviewed for Report
1) “Changes in Prescribed Burning Policies and Public Perception in New York State.” Stephanie B. Gebauer. A paper presented at the Environmental Regulation and Prescribed Fire Conference, March 14-17, 1995, Tampa, FL.
2) “When Forests Fires Help,” Parade Magazine, Hank Whittemore, September 22, 1996.
3) “Living with Nature: Are We Willing to Pay the Price?” R. Neil Sampson
4) “Land Management Considerations in Fire-Adapted Ecosystems: Conceptual Guide”
5) “Fire Related Considerations & Strategies in Support of Ecosystem Management.”
6) “Historical & Current Forest Landscapes in Eastern Oregon & Washington, Part II.”
7) “Faces of Fire”
8) “Fire Prevention Curriculum K-12” (Washington DNR)
9) “Fire Ecology,” (Curriculum, Grades 5-6)
10) “Fuels Management & BLM”
11) “Fire in Pacific Northwest Regions, ” (Curriculum, Grades 7-12)
12) “Wildfire Defense, n (video by Safeco and Bend Fire Department)
13) “Smokey Bear-The First 50 Years.”
14) “Fire in the Blues: A Natural Force, A Powerful Tool.”
15) “Wildland Fire in the Northern Rockies.”
16) “The Yacolt Bum State Forest.”
17) “Sea of Green: Tilamock Forest.”
18) “Fire Safe Inside and Out (Northwest Version).” (Video)
19) “Living on the Edge: Fire and The Urban Interface.” (Video)
20) “Fire Free: Get in the Zone.” (Video)
21) “Fifty Years with Smokey Bear.” (Video)
22) “Forest Management in the Blue Mountains: Public Perspectives on Prescribed Fire and Mechanical Thinning. November 1996. Bruce Shindler, Michelle Reed; Department of Forest Resources, Oregon State University. (Survey and report)
Average number of syllables per 100 words
SHORT WORDS LONG WORDS
108 112 116 120 124 128 132 136 140 144 148 152 156 160 164 168 172 ~1 25.0
F?O.O <.- .”
f Ii] f /I / _ c.-., _- I - _
.* ih : .. i III/ > : :I / . . . 1 I >’ / L /
3.7
3.6
-j .j __j .i j / / / / j / / / ,, ,..
j/l ( / I I I I
DIRECTIONS: Randomly select 3 one hundred word passages from o book or on article.
Plot overage number of syllables and overage number of sentences per
100 words on graph to determine the grode level of the material. Choose
more possoges per book if great variability is observed and conclude that
the book has uneven readability. Few books will fall in gray oreo but
when they do grade level scores ore invalid.
EXAMPLE:
1st Hundred Words
2nd Hundred Words
3rd Hundred Words
AVERAGE
SYLLABLES SENTENCES
READABILITY ,
The Fry Formula Calculation Table
Interviewer’s Name:
USFS/BLM Prescribed Burn Survey
Area: Phone Number:
Hello, my name is . I am conducting a brief telephone survey on behalf of the US Forest Service and the US Bureau of Land Management.
Can I take a few minutes of your time to ask you a few questions? (3 to 5 minutes, if asked)
Are you an adult in your household? (If not, thank them and say you’ll call back)
(If not) Is there a better time I can call back? (If yes, proceed)
1) How long have you lived in your area? Less than 1 year l-5 years More than 5 years
2) Do you or any member of your family work in the timber/forest industry, or for a fire fighting organization? (Who and what)
3) Would you describe your house as being: in an urban area (in the town) on the edge of an urban area (surrounded by wildlands, paved streets, nearby neighbors) in a very rural area (unpaved roads, neighbors separated)
4) Have you ever been close to a wild fire?
4a) (If yes) When? Where? How severe was this wild fire? Did you or anyone you know lose any property or suffer any personal damage?
5) In the past 20 years, do you believe the condition and health of forests or range lands surrounding your area has:
improved stayed about the same worsened
6) In the past 20 years, do you believe wild tires in the Northwest (Oregon and Washington) have:
become worse (become more dangerous, wilder, destructive) stayed about the same improved (become safer, less destructive)
7) Have you heard the of the term “prescribed fire?” YES NO
8) In a few words, can you define what a “prescribed burn” is?
9) (If “YES” to #7) In the last 10 years, do you recall any prescribed bums in your area?
9a) (If “YES” to #9) Where? When?
10) On a five point scale, do you believe fire has a natural role in the health of a forest? Strongly believe Believe Neutral Disbelieve Strongly disbelieve
11) On a five point scale, do you support efforts by federal land management and local agencies to use prescribed burning to help improve the health of wildlands by ridding them of dangerous fuel and undergrowth build up, and destructive insects?
Strongly approve Approve Neutral Disapprove Strongly disapprove
12) Do you believe prescribed burning can be used to help prevent future catastrophic wild fires?
Strongly believe Believe Neutral Disbelieve Strongly disbelieve
13) If a prescribed bum was to happen in your area, what would be the two best ways for you to hear and learn about it? (Choose any)
Local newspaper (which?) Local radio (which?) Posters in town (where?) Public meetings in your area Other? (bow?)
14) If a prescribed bum were to occur in your area, what concerns would you have? (List)
15) Would you like to receive information on the effects and benefits of prescribed burning and wild land fire management? If so, what is your mailing address?
Thank you for your time. You’ve been very helpful.
Rationale for Interview Questions
1) To establish connection between length of time in area and attitudes about fire and prescribed fire. This question must be cn-ss-tabbed with questions: 4, 5, 6, 7, 10, 11, 12, 13, 14)
2) To establish connection with level of knowledge and degree of support. To be cross-tabbed with questions: 5, 6, 7, 10, 11, 12.
3) To establish connection with intensity of attitudes. To be cross-tabbed with questions: 5, 6, 11, 12
4) To establish connection with intensity of attitudes. To be cross tabbed with questions: 5, 6, 10, 11, 12.
5) This question is important to gauge the connection between level of knowledge of wild lands (questions 1, 2, 3, 4) and historical perspective.
6) This question is important to gauge the connection between level of knowledge of wild fires (questions 1, 2, 3, 4) and historical perspective.
8) The purpose of this question is to ensure knowledge of question #7.
10) This question gets to the issue of the success of the amount of effort made by federal agencies during the last ten years to educate the public on the natural role of fire in an ecosystem. This question also can be used to gauge reliability by comparing to previous surveys, particularly those conducted following the Yellowstone Fire.
11) This question is biased. Although it advocates a specific position, it will be very useful in measuring intensity of attitudes (a pre-disposition to opinions) when presented with a strong argument.
13) The intent of this question is to gather baseline information for specific areas on the best ways to communicate with local populations.
14) This open-ended question is meant to search for non-suggested, top-of-the-mind issues by the respondents.
