Randy,

I agree with your comments about the lack of official communication during the recent fire. The contradictory and uncoordinated information provided to the news media demonstrates that the city of Spokane Valley (and perhaps the county as well) needs a professional Public Information Officer.

I’m a former instructor at the Defense Information School which trains military Public Affairs Officers. That was just one assignment in a 20-year Air Force career as a military spokesman.

As I watched the events unfold that evening, it became readily apparent that none of the “spokespersons” were coordinating with other agencies. It looked like most of the “experts” the media turned to were more interested in their 15 minutes of fame than presenting correct information to the public.

The media has been criticized for presenting contradictory and at times incorrect information. However, it wasn’t their fault. Rather, the profusion of government agencies muddied the release of timely information by releasing information without regard to whether it was correct or approved by other responsible agencies (like the DNR).

Spokane governmental agencies have far too many PR and Chamber of Commerce people (what I call “Happy & Glad types) acting as PIOs. Few have had had any format training in emergency communications.

It’s fine to be a typical public relations person when you’re putting out a news release on Fire Prevention Week, it’s quite another when the community faces mass evacuations and a 1,000-acre wildfire.

Along with you, I’d love to get some answers from Spokane Valley and other agencies.

John Boyle

"its failure to do so casts the only dark cloud over the valiant effort made by all the firefighters and law enforcement personnel on the front lines of the Valley View fire". Are you kidding me,the firefighters and law enforcement have nothing to do with the investigation on the cause of the fire. That is done by a fire investigator. The firefighters fight the fire, and the police direct the traffic. Who started the fire should have nothing to do with their efforts. Anyone who says otherwise does not know what they are talking about. I think its obvious that when something like this happens(a public figure doing something negligent), nobody wants to smear that persons name or reputation. But someone has to be blamed right?

I do however agree that there might be too many people with too little emergency communication etiquitte. I have several years as a wildland firefighter under my belt and too often the average joe will condemn the actions of those in charge without any knowledge of operational protocol. Bottom line they are out there for you.

I've seen this quite a bit lately, the news releasing information before they have the full story. Releasing Dr. Berg's name and address, and saying she's at fault for the Vally View Fire, was shameful and a disgrace! If I were Dr. Berg, I take every news corp and the city that discredited her name and character to court. this is the same half-assed reporting that got Dan Rather 'forcably retired"

Shame on you!