STATter 911

Pete Piringer photo from cpvfd.org

The Post & Courier in an effort to learn more about the relationship of the review panel and Mayor Riley's administration, has focused on the role of Montgomery County, MD DFRS spokesman Pete Piringer's role.

As I give my brief analysis of this, let me provide full disclosure. My relationship with Mr. Piringer goes back to 1975 or so. We worked together at Prince George's County Fire Communications and we are friends. I have dealt with Pete in his role as PIO for 3 different organizations. I also have done my share of stories that have made Pete quite unhappy and/or have caused great discomfort for a number of his bosses. Amazingly, he still talks to me.

From my experience as a reporter covering fire and EMS, let me share some thoughts about this latest issue. First of all, the emails Piringer sent to the Charleston spokesperson, Barbara Vaughn, appear to be the type of thing PIOs and public relations specialists do. Their job is to provide a reality check for their clients or bosses and then try to get the most positive message out of unpleasant situations. That's what I get out from reading the emails. If you accept that's what Piringer's role is (more on that in a moment), I don't see anything sinister from the two emails the paper has published.

You may have seen something I wrote when the initial recommendations were released in Charleston. My analysis on August 18th was, "... this move by Gordon Routley and his team, gives Mayor Riley and Chief Thomas a chance to make the most of the mess they are in".

From a PR standpoint it was brilliant. If the recommendations are followed, it allows the city to say we are well on the way to a new department by the time the real bad news comes out in the final report. I don't know if this was Piringer's, Routley's, Riley's or anyone else's idea. But it is the type of suggestion that many a high-priced crisis consultant would provide.

From a reporter's view, I think there are probably legitimate questions about the role Pete Piringer has in Charleston. Not because I am suspicious of his or any other panel member's motives or independence (well, then again, I am a reporter and I'm always suspicious and cynical). Mostly because it is a bit of an unusual role in trying to be a panel member and also advising the city how to deal with the fallout of what the panel is doing. If there wasn't clarity in the beginning (and I am not sure how it was explained to the press and the public), there probably needs to be now.

On the other hand, if you look at what the panel is doing in general, Piringer's role isn't that unique. It is just more public. The panel is investigating the fire and the organization, and at the same time, providing a framework and guidance on how to immediately change the department. Pete Piringer's area just happens to be public relations and information. His suggestions appear to be the same type of advice I have heard given at plenty of classes teaching fire service professionals on how to deal with the media.

In Dave Statter's perfect world there wouldn't be PIOs and public relations people. Reporters would have direct access to the news makers and the information we need. The fire department PIO role would be that of a news facilitator, making sure we have access to anything and anyone to let the public know what is going on, free of spin.

In a fire chief's perfect world, there probably wouldn't be any reporters. The public would only know what the chief wants them to know.

A good PIO knows how to bridge those two worlds. It isn't an easy job.

# posted by Dave Statter @ 10:24 AM