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PSAs + Press Releases

Public service announcements (PSAs) are short educational audio or video messages that can be shared on the radio, TV, or internet. Written press releases are useful for notifying the media about upcoming prescribed burns. They can also be used to invite the media to prescribed fire field trips or other engagement opportunities.

Best Practices for PSAs + Press Releases

Use every interaction to educate.

Where and when prescribed burns are happening is important news to your community. Maybe more importantly, however, is why. Whenever you are announcing burn projects, always make sure to include the benefits of good fire to local communities and landscapes. Keep it brief, keep it real, and see the Resources below, and well as those in Audience + Messaging, for inspiration and guidance.

Shape news coverage.

Press releases and advisories are certainly helpful, and frequently legally required, depending on local regulations. However, it’s important to regularly augment these briefer types of communication with more in-depth media coverage. It’s an opportunity to tell a stronger story, and provide more context for the restorative power of prescribed fire.

““Take some time to work with your local media staff to shape and develop a story that is relevant to their readers and makes the key points that you want to convey. One well-written story that places your program in context and describes its benefits is more impactful than several announcements in local papers.””
— Tools for Engaging Landowners Effectively (TELE)

Build relationships with health and fire departments.

The off-season is a great time to prioritize getting to know members of your local health and fire departments. They are on the frontlines for community information when people see and smell smoke, and can be some of the most effective advocates for prescribed fire, when properly informed. Once you’ve established a few relationships, always send releases directly to these contacts (in addition to the broader release) and be sure to check in periodically to see what kind of additional information and support they might need to answer questions about prescribed burns in your area.

Resources for PSAs + Press Releases

Video PSAs (Great for social media!)

Put Fire to Work
A PSA series focused on using prescribed fire to restore forest health in Washington.
View YouTube playlist
Download mp4 files

Deschutes Collaborative Forest Project
A PSA series focused on practitioners and preparing for and conducting a prescribed fire.
View YouTube playlist

Florida Forest Service—Why Prescribed Fire?
A series of short PSAs that deliver quick talking points for neighbors.
View YouTube playlist