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Tensions were high the day of the press conference. Before launch, the mayor tried to get firefighters to clam up and call the whole thing off. With a client determined to press ahead, Robinson PR provided a steady hand and a measured presentation of the facts.

 e-mail to
Mark Robinson

“I wanted to express my gratitude to Robinson P.R. Your work was exceptional and the citizens of Biddeford are still talking about the Fire Department. Had we done this ourselves, without your help, our message would not have been as well-received by the public. Your company deserves a lot of praise.
I had no idea the work and time that must be put forth to make a campaign so successful. So again, on behalf of the Biddeford Career Firefighters Local 3107 I.A.F.F, I just want to say Thank You for all you did.”

Sincerely,
David E Dutremble
Local 3107, President

 

 


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Sounding the alarm

Challenge

Biddeford firefighters were staffed 50% below national standards. Since 1980 there had been an 80% increase in emergency calls, but BFD had not seen a manpower increase since 1973. Firefighters were convinced that Biddeford residents had died as a result, that more people would die if nothing were done, and that chronic understaffing put firefighters at risk.

Strategy & Tactics

Robinson PR launched an aggressive public relations campaign, starting with a press conference attended by all three TV stations, Associated Press, several radio stations, and three newspapers. The firefighters’ plight became the hottest election issue in town.

Skillful advance work helped ensure a huge media turnout.

Results

When leadership reviewed PR results with the city’s career firefighters, they received a standing ovation. Politicians who were well-known opponents of safe department staffing were swept from office by the voters, and replaced with pro-BFD city councilors. The City Council, with one councilor saying it was “high time” the city act, immediately added a firefighter to every shift. The firefighters’ 5-year plan to relieve understaffing still enjoys wide support. The department continues to work toward meeting national staffing standards, a goal made much more attainable thanks to strong community support for the idea.