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SFFD expands 24/7 public‑information operations and emphasizes rapid social‑media outreach
Summary
Lieutenant Mariano Elias told the commission the Public Information Office expanded to 24‑hour coverage in late 2023, uses X (formerly Twitter) for immediate media alerts, and is increasing outreach (hydrant education, KPIX segments, event coordination and tablet‑command integration).
Lieutenant Mariano Elias presented the Public Information Office’s August report at the Sept. 11 Fire Commission meeting, outlining a permanent 24‑hour PIO presence, social‑media practices and coordination with news outlets and other city agencies.
Elias said the PIO expanded in late 2023 "to a 24 hour position" because many incidents happen outside of business hours — "most fires happen between midnight and 6AM" — and media on the East Coast require early‑morning access. "X is the primary 1 to get it to the news media immediately," Elias said, describing an operational practice of checking in with the incident commander, filming landscape‑mode shots for broadcasters, then posting to X and following up with interviews.
He described public‑facing education efforts (for example, posts explaining fire‑hydrant color coding and antique wooden ladders), coordination for KPIX's monthly 'Fire Safety Fridays' segment, and after‑action photos used for station training. He said the PIO team includes a fire captain, training lieutenant and rescue captain and that multimedia and editing resources exist for longer productions.
Elias explained Tablet Command — a command‑level app used to notify the PIO of incidents — is not publicly available and is restricted to command staff, but the PIO uses it as an operational tool to triage media requests, road‑closure alerts and shelter‑in‑place notices. He noted coordination with SFPD, Department of Public Health and the mayor’s office for large events (APEC, Fleet Week) and named future planning for major 2026 events (World Cup, NBA All‑Star, Super Bowl) as driver training opportunities for the office.
Commissioners asked about prioritization across platforms and the distinction between abbreviated public messages and more detailed command pages; Elias said public messages deliberately omit patient details for HIPAA compliance and focus on who/what/where/when while command pages provide operational context for staff and commissioners.
Commissioners praised the expanded PIO team, requested periodic updates, and thanked the office for rapid engagement and coordination with local media.
