Expert communications prove vital during upheaval: FirePRO was formed in June 2003 at an AGM attended by public relations officers in the Fire and Rescue Service. The main objective of FirePRO has been to raise the standards and improve professionalism and effectiveness of all Fire Service communications��more essential than ever given the enormous changes taking place

'Public Relations practice is the discipline concerned with the reputation of organisations (or products, services or individuals) with the aim of earning understanding and support'

FirePRO is affiliated to CACFOA with the Honorary President being the Director of Communications, currently Chief Fire Officer David Turner of Essex. At the AGM the Chairman (Evan Morris), Vice Chairman (Nicole Targett), Marketing Manager (Debbie Wathen) and Secretary (Glenys Southworth), were voted in. Regional Representatives were also nominated, as follows: Claire Morgan--Wales; Davinia Grist--South West; Lorraine Roberts--North West; Liz Dickens--South East; Paul McCafferey--West Midlands; Marie Ensor--East Midlands; Neil Thompson--East Anglia; David Turnbull--North East; and Nicole Carter--Scotland.

Since it was established, the importance of FirePRO has been recognised both nationally and regionally. We are at a time in the Fire Service when communicating with our employees and stakeholders is vital, so many changes are occurring and we need to ensure that everyone is informed about what is happening and how it could affect them.

Effective communication can prevent inaccurate information and rebut inaccurate reporting. FirePRO members aim to share information and resources, identify strengths and weaknesses in communication techniques and disseminate the latest information from the centre to Fire Service employees.

In August 2003 the Chairman Evan Morris was seconded into the Office of the Deputy Prime Minister (ODPM) to assist the Communications Management Group (CMG). Their aim is to raise awareness of the white paper and its key messages, to secure commitment of stakeholders and to maintain consistent messages.

Since then Debbie Wathen (Marketing Manager) has also taken up a secondment. Her main responsibilities are IRMP and IPDS.

FirePRO regional representatives hold quarterly meetings with public relation officers in their region, to discuss and share communication needs and difficulties. They also attend monthly meetings with the Communications Management Group (CMG) at ODPM Offices, London. The latter includes presentations from various teams involved in the future of the Fire Service. Topics discussed include IRMP, FSEC, IPDS and current HR concerns such as 'retaining the retained'.

These issues obviously have implications on Fire and Rescue Service personnel and that is why the CMG and FirePRO members strive to communicate the information simply, quickly and effectively.

So far the CMG, FirePRO and associated stakeholders have designed and created the following communication tools:

* FRS, which is monthly and is aimed at Fire Service personnel dealing with current issues in a positive, upbeat way;

* Two videos designed for Fire Service staff and the general public. They depict the vision of our 21st Fire Service;

* LGA communications toolkit; and

* LGA secondary branding package (a new logo and strapline to go alongside all Fire and Rescue Service existing badges and straplines).

Current work includes a review of Dear Chief Fire Officer letters (DCOL) and Fire Service Circulars (FSC), research of the first year's IRMP press coverage and public consultation, and a partnership with FIRE magazine to re view the Yellow Book.

FirePRO are planning workshops on 'media evaluation', 'sponsorship', 'retaining the retained' 'CFS and IRMP in Harmony', 'Audit of Skills' and in conjunction with the LGA, 'communicating cultural change'.

Our aim is to develop a communications network to support the Fire Service and key stakeholders, effectively manage change and improve community safety by communicating effectively.

Evan Morris is Chairman, FirePro

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