Firebranding Lessons
by Morgan Ramsay, Chief Brand Architect | Oct 29, 2007 | Permalink
Wildfires ravaged California last week. Only five miles from the Witch Creek fire, I was on high alert watching and reading every bit of news for the order to evacuate. Even in the worst of crises, there are lessons to be learned.
- Engagement. Although threat awareness surpassed expectations, evacuees complained that communication from official channels was disappointing. Insufficient information and miscommunication led some residents to run road blocks and hinder utility restoration efforts.
- Empowerment. Authorities, frustrated with residents who ignored evacuation orders, claimed resources allocated to rescue operations would have been better spent on fighting fires. Nevertheless, undermanned firefighters accepted support from those sheltered-in-place citizens.
- Elevation. Firefighting assets, such as the Martin Mars waterbomber from Canada and more than a dozen military aerial firefighting teams, were delayed by both United States Customs and CAL FIRE officials. Governor Schwarzenegger, however, expedited the deployment of these assets.
While official websites were offline, local media provided updates via blogs, radio, Google Maps, and Twitter. Instead of organizing for emergency response when disaster strikes, that infrastructure should have been in place.










