BC Wildfire Service Embraces a New Approach to Public Engagement on Social Media
The BC Wildfire Service is taking a new tack in its communication strategy, embracing a more approachable and engaging tone on social media platforms. This shift, characterized by a compassionate and sometimes playful approach, aims to combat misinformation, alleviate public anxiety, and foster a deeper understanding of wildfire science and response. Driven by the increasing frequency and intensity of wildfires in recent years, this strategy acknowledges the growing public interest and concern surrounding these events.
This new approach, championed by Information Officer Erika Strong, involves incorporating humor, emojis, and empathetic responses to public queries, even those laced with sarcasm. The goal is to create a welcoming online environment where genuine questions can be addressed and accurate information disseminated. Recognizing that social media can be a breeding ground for both misinformation (false information spread inadvertently) and disinformation (false information deliberately spread to deceive), the BC Wildfire Service is actively working to counter these narratives with factual and engaging content.
Strong emphasizes the importance of addressing public anxiety and fear, recognizing the traumatic experiences of recent wildfire seasons. By providing clear explanations of technical terms, such as "out of control," the wildfire service aims to demystify the language used and prevent unnecessary alarm. "Out of control" simply indicates the fire’s continued growth or potential spread beyond established control lines, not necessarily that it poses an immediate threat. This clarification helps manage public perception and prevents misinterpretations that could fuel anxiety.
The adoption of this less formal communication style has not been without internal challenges. However, the positive public reception and growing evidence supporting the effectiveness of humor and approachability in engaging skeptical audiences have helped gain internal support. The BC Wildfire Service is finding that this approach resonates with a broader audience, particularly younger demographics on platforms like Instagram, and fosters trust and engagement with government communications.
This strategy extends beyond simply answering questions. The wildfire service is also actively creating engaging video content, including a documentary series on the Knowledge Network, to reach wider audiences and provide in-depth information about wildfire management. This multifaceted approach aims to empower the public with knowledge and understanding, enabling them to better navigate the challenges of living in a fire-prone environment.
Furthermore, the BC Wildfire Service recognizes the impact of online interactions on the firefighters on the front lines. Strong highlights that firefighters, like everyone else, use social media and see the comments and engagement related to their work. Negative comments can have a detrimental impact on morale, while positive feedback and expressions of appreciation provide valuable support. The service encourages the public to express their gratitude and support for firefighters online, creating a positive and encouraging environment for those working tirelessly to protect communities. This human-centered approach underscores the importance of compassion and understanding in all aspects of wildfire management, from public communication to supporting the firefighters on the ground.
