Understanding how the organization felt about itself and how it was perceived in the public’s eyes was critical to the strategic planning process. BY RONALD JON SIARNICKI Editor’s note: This article is based on an applied research project for the National Fire Academy’s Executive Fire Officer Program. On January 27, 1998, I became the seventh person to be confirmed as chief of Prince George’s County Fire/EMS Department (PGFD) in its 27-year history. (Actually, I was the eighth chief; one of the previous chiefs had served two nonconsecutive terms). I was selected from within the organization, and my appointment was unanimously approved by the County Council. From the onset of my tenure, I set on a deliberate act of transforming the organization from a state of disarray into a progressive model fire and EMS delivery agency, wanting to place the department on the cutting edge in the delivery of fire/rescue and…