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Fire Department public information officer outlines outreach, multilingual education and social-media strategy
Summary
Lieutenant Jonathan Baxter briefed the commission on the Fire Department—s community outreach and public information work: multilingual safety videos and pages, expanded social media, language training for first responders, grant-funded outreach equipment and partnerships used during incidents such as the Pier 45 fire.
Lieutenant Jonathan Baxter, the San Francisco Fire Department—s public information officer, presented an overview of the department—s community outreach, education and media coordination efforts, stressing multilingual access and rapid, accurate incident communications.
Baxter described new multilingual safety videos and a reconfigured website with topic- and language-specific pages (including Spanish, Chinese, Vietnamese and Japanese). He said the department has almost 25,000 Twitter followers, more than 100,000 Facebook followers and large audiences on Instagram and the Citizens app, which the department uses to distribute safety messages and operational updates.
Baxter outlined a free language program for first responders and health professionals, and said departmental language training has helped crews communicate on scene. "I've had members who are involved in this program text me and be like, 'I knew what they were asking me and I was able to speak back to them,'" he said.
He also reviewed grant-funded purchases and in-kind support that have strengthened outreach capacity; Baxter said he has helped secure approximately $450,000 in equipment (speakers, cameras, iPads) and expects an additional roughly $50,000 in grant-funded equipment soon.
Public commenters, including acting Lieutenant Mariano Elias and a PG&E public-safety specialist, praised Baxter—s work and urged keeping the PIO position full-time, citing the value of coordinated multilingual messaging and media partnerships during incidents such as the Pier 45 fire.
Commissioners commended the program and asked staff to consider stipends for the volunteer language instructor who has taught Spanish to department members. The commission requested continued reporting on outreach results and staffing needs for the PIO function.
