You werent hurt by the fires, you were damaged by the bad publicity.

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You werent hurt by the fires, you were damaged
by the bad publicity.

• - Chris Wille, Travel Editor Spokesman Review

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Fire Season 2000
Recreational opportunities miles away from smoke
and flames
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A banner year in 2003?

• 2000 Fires in the Bitterroot
• 2001 September 11th
• 2002 Late Opening for GTTS Road Travel Down
• 2003 Started Strong

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2003 Fire Season Begins

• July 16, 2003 Trapper Creek Fire
• July 18, 2003 Wedge Canyon Fire
• July 23, 2003 Robert Fire
• By August 2003 24 Fires Burning

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Whos Who

• Travel Montana
• Glacier Country
• PR Firm
• Partners Creative

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Convention Visitors Bureaus

• Flathead CVB
• Whitefish CVB
• PR Firm
• Brian Schott Lisa Jones

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Other Partners
Big Mountain Resort
Glacier Park, Inc.
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Other Partners

• National Park Service
• National Forest Service

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Other Partners

• Associated Chambers of Commerce
• Bigfork
• Columbia Falls
• Kalispell
• Polson
• Lakeside/Somers
• Whitefish

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Fire is a fact of life

• Glacier Park averages 14 fires per year most in
  the backcountry

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If it bleeds it leads
July 24, 2003
July 30, 2003
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If it bleeds it leads
August 12, 2003
August 16, 2003
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Public Relations

• Its not what you get into the paper thats
  important its how the message is perceived.
• We can have an effect on
• How the story is reported
• Additional coverage

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July 24, 2003

• Precautionary evacuations at Many Glacier and
  Lake McDonald Valley
• Flathead Valley replaced 600 room nights (2,000
  people) in one day.

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July 24, 2003

• Offices and call center stayed open all weekend

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The Message

• Evacuations were precautionary
• Lots to see and do in the Flathead Valley
• Fire affected less than 1 of Glacier National
  Park

West Fork of Flathead River August 2003
Whitefish Lake August 2003
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Daily Updates

• A key component of the public relations effort.

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Daily Updates

• A key component of the public relations effort.

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Media Task Force

• Linda J. Anderson, Glacier Country
• Sean Benton Susan Doherty, Partners Creative
• Rhonda Fitzgerald, Whitefish CVB
• Lisa Jones Brian Schott, Whitefish CVB
  Publicity Partners
• Amy Vanderbilt Tony Clark, National Park
  Service
• Carol Beck-Edgar, APR, Flathead CVB
• Dan Virkstis, Big Mountain Resort
• Travel Montana staff
• Congressional Senatorial Press Liaisons
• National Forest Service Communication Officers

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Two Rules

• Control the message

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Two Rules

• 2. Speak with one voice

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Advantages

• Location
• Small Media Market
• Wilderness Areas

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Target Audiences

• Consumer
• Small Meeting Planners
• Members
• Front Line Employees
• Governmental Officials
• Chambers VIC
• Tour Operators
• International Trade and Tourism Representatives

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Talking Points

• We were careful to use the appropriate,
  non-threatening terms such as precautionary
  evacuation or temporary closure.
• Glacier National Park is OPEN.

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Talking Points

• There are numerous recreational opportunities
  still available in Glacier National Park
• 350 miles of hiking trails, boating, sightseeing,
  wildlife watching, historic boat cruises, etc.

Mount Clements August 2003
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Talking Points

• The east side is sunny, warm, and spectacular.
• Logan Pass is accessible.

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Talking Points

• Highways 89 and 49 are beautiful scenic drives on
  the East Side of Park.
• Highway 2 is open.

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Talking Points

• The Flathead Valley is full of other recreational
  opportunities.

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Talking Points

• Use percentages rather than numbers
• Safe to visit? Yes
• Questions? Web sites, call centers and web cams.

Photos from Glacier National Parks Web Cams
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The Plan

• Spokane Cultivate a more positive image and
  approach

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The Plan

• Associated Press

Area vendors tally losses from fire closure By
Eric NewhouseGreat Falls Tribune Projects Editor
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Media Assignments for Everyone

• Coordination
• With Joint Information Center
• Call Centers
• Public Officials
• Feature Stories

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Plan for the worst
Late September 2003
Late September 2003
July 2003

• Hope for the best

Late September 2003
October 2003
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Dissemination of Information
Hidden Lake Lookout August 2003
Mark Wagner photos
Trail to Hidden Lake August 2003
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Press Trip
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Working the Plan

• A well respected freelancer and photographer
  accurately report on the positive aspect of
  tourism in the region

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Working the Plan

• Concessioners extended the season

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The Robert Fire

• Lake McDonald Lodge

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The Robert Fire

• Increased number of fires

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Promoting Fall in Glacier Country

• 30-second television spot in Spokane Seattle
• Press Releases
• Web sites Vacation Specials
• September Press Trips

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Results!

• Flathead July Occupancy 88.28
• Flathead August Occupancy 84.47
• Flathead September Occupancy 67.3
• Record August at Glacier International Airport
• Anticipate lower ADR due to government rate

Bearhat in August 2003
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Results!

• Missoula July Occupancy 84.88
• Missoula August Occupancy 96.01
• Anticipate lower ADR due to government rate

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The Cost
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Now What?

• Fires are a fact of life in Montana
• Stuff Happens
• We must be prepared!

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Recommendations

• Network now!
• Start working with governmental agencies
• Learn governmental vocabulary
• Learn about the Incident Command System (ICS)
• Take an Inventory

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Recommendations

• Put egos aside
• Work at establishing common goal greater good
  of broad message rather than individual agendas
  and goals
• Work collaboratively with differing organizations
• Message may not be exact wording your
  organization/entity might prefer
• Remember to focus on the long-range goal

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Recommendations

• Contact key communicators
• Establish spokespeople
• Discuss/prepare funding
• Create a communications network
• Update media lists regularly

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In Crisis Mode

• Stress Management
• Pace yourself
• Take care of yourself
• Dont be a martyr share workload
• Regroup each shift/operational period, so
  everyone is on the same page
• Remember, the care and feeding of human
  resources is critical in short and long-term
  crisis situations

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Final Thought

• The greatest thing in this world
• is not so much where we stand
• as in what direction we are moving.
• -  Johann Wolfgang von Goethe

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Thank You!