Issue 6 and Volume 152.

TO MARKET, TO MARKET BY BILL MANNING “Our trouble is we don`t know how to mar-ket ourselves.” So goes the common lament. The fire service`s political torpor is its undoing in a decidedly political world. But there are isolated pockets of marketing success stories that bear emulation and study. Take recent events in Atlanta. In that city, the relationship between the mayor and the local firefighters union was less than ideal. For six years, the mayor refused face-to-face communications with union leadership on critical fire department issues. This past April, the Atlanta Fire Department responded to a fire in a mill building under reconstruction. Numerous factors, including heavy winds, low humidity, and oil-saturated structural members, hastened fire spread, resulting in a huge fire with the potential for a true conflagration. The fire trapped a tower crane operator some 200 feet above the fire. Flames impinged on the base of the…

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