I’ll admit that, for a long time, I figured social media was a fad. I didn’t need to understand hashtags and Twitter handles, or know how to communicate in 140 characters or less or “like” a Facebook page.
But the reality is, the communications landscape has changed dramatically in the 14 years since you first elected me as your General President. The rapid growth of the Internet, increased use of mobile devices and popularity of social media as a main source of information are driving us to communicate in ways we never imagined a decade ago.
For example, email is now considered passé by Generations X and Y. Kindergartners are learning on iPads, not chalkboards. There are one billion people on Facebook. YouTube is the second largest search engine in the world.
Even those of us not born in a digitized world can no longer ignore that there is a social media revolution taking place. Like it or not, we live in an information-driven, tech-led world, and we must embrace it.
Technology has become fundamental in furthering communication, no longer a secondary concern. It has changed the way people want to receive news and information. More of us are getting our information and news on our phones and tablets even as we engage other media. And as our members are increasingly younger, they are relying on smart phones and tablets for receiving and exchanging information.
The fact of the matter is, if we want to reach our members, we need to meet them where they are, and more and more that means immediately, frequently and on the go.
As the line dividing communications and technology continues to blur, we have been rethinking how we communicate and connect with our members. Just because we’re doing something, and maybe even being successful at it with a segment of our membership, doesn’t mean we shouldn’t be adapting as times change.
So, all along, we’ve taken a close look at our communications and media operations to make sure we use the best of our resources — both in terms of financial commitment and staff time — to effectively communicate with our members in the digital age.
I can’t possibly name all of the changes we’ve made in how we communicate, because there are too many social media outlets, texting and email tools to list.
But some of the bigger changes are occurring right now. First, through polling and surveys, we know our members and leaders still rely on this magazine for information. But more and more, many have said they would prefer to receive their information from this union electronically. So, while two years ago this magazine was produced and mailed bi-monthly, we have changed that. Last year we scaled back to five editions, and now it is a quarterly, with a new name to match: Fire Fighter Quarterly.
The cost savings from printing and mailing fewer editions has enabled us to significantly ratchet up our ability to invest in and use new channels of communication through technologies and deliver messages using the more popular mediums today, so we can deliver information to you more quickly and in a variety of formats and platforms.
And in October, we launched E-18 Media, a new full-service, in-house radio, video and broadcast television-quality production company and studio. Wholly owned by the IAFF Financial Corporation (IAFF-FC), E-18 Media significantly expands and enhances the services and information we are able to provide to you.
With E-18’s exceptionally talented video production staff and technology, delivering all of our programs and services digitally, through the web, in real-time or archived, means you can view an important message, read the latest digital version of the magazine enhanced with video clips, take an online class through our academy, participate in a briefing on the latest study or safety seminar… all on the go, when it’s convenient for you.
E-18 also gives us the capability to provide affiliates with another significant tool to enhance the messages you are delivering, whether you are simply doing a community fire safety campaign, or running a tough ballot initiative or political effort.
Looking ahead to next spring, we also will be releasing our mobile IAFF app that will allow leaders and members to access all the information they need from the IAFF, anywhere, anytime in a mobile-friendly format. At the same time, we’re also improving our web site to provide a more consistent, easy-to-navigate experience no matter the platform from which you are accessing it.
It is our job to keep you informed. By ramping up our communications and public relations operations, we are doing a better job of providing you with the information and resources you need to do your jobs more safely, win in campaigns where a strong message delivered through the right channels can help sway public opinion and votes, and be the voice of fire fighters and paramedics.
That’s the job of this union. We take it very seriously. And as long as you bless me with the privilege of holding this position, I will continue working to do more and win more for you.
Stay safe.
