Voices from the Front Lines: First Responders’ Perspectives on the Role of Media Literacy in Emergency Management

Abstract

This reflection explores the perspectives of first responders from various countries on the importance and relevance of media literacy skills in their profession. Through a series of in-depth interviews and dialogues with firefighters, Emergency Medical Technicians (EMTs), and paramedics from diverse cultural and operational backgrounds, I uncover the unique challenges they face in navigating media interactions, public information dissemination, and managing misinformation during emergencies. The insights reveal a consensus on the critical need for enhanced media literacy to effectively communicate with the public, counteract false information, and maintain public trust. This reflection highlights regional differences in media literacy training and suggests best practices for integrating media literacy education into first responder training programs. By presenting the voices of those on the front lines, it underscores the pivotal role of media literacy, social media, and the critical role of communication in modern firefighting and Emergency Management Services (EMS).

Keywords

Social Media, Firefighting, First Responders, Emergency Medical Technicians, Media Literacy

Reflecting on my transformative journey over the past four years as a volunteer EMT and fire medic, I am struck by the profound impact this experience has had on me, both personally and professionally. This path, initiated amidst the uncertainties of the COVID-19 pandemic, presented an entirely new set of challenges and opportunities that diverged significantly from my established career in academia. Immersing myself in the culture of the fire department was exhilarating and daunting. It highlighted the critical role of media literacy in emergency response, an area I hadn’t fully appreciated until I stepped into the shoes of a first responder.

Through my experiences and interviews with firefighters worldwide, I’ve come to understand the growing importance of media literacy in our profession. As emergencies unfold, quick decision-making and clear communication are paramount. Beyond battling flames or administering first aid, firefighters must now combat misinformation, manage public perceptions, and use the media as a tool to convey accurate information—often in real-time. These interviews reflect both the practical challenges firefighters face and the need for enhanced media literacy skills in their training.

The Growing Relevance of Media Literacy

When I first started my volunteer work, I quickly realized how the environment of a firehouse operates in a state of constant readiness. Compared to my previous academic life, where the focus was on long-term goals and structured schedules, the fire department requires quick thinking and immediate action. This urgency applies not only to fighting fires but also to managing the flow of information, which became especially apparent during the COVID-19 pandemic.

Firefighter 1 (USA): “Now, we’re not just handling the crisis; we’re also dealing with public perception. The public’s reaction is immediate, and misinformation spreads so fast. We need to make sure the right information gets out there quickly so that people know what’s actually happening.”

This was a challenge I encountered myself, particularly during the pandemic. There was a surge in public appreciation for first responders, with people cheering from their balconies. But behind the scenes, misinformation about the virus, vaccines, and protocols created confusion. It underscored for me the need to be not only a competent medic but also a clear communicator who could provide the public with accurate information to prevent panic.

Bridging Academia and Emergency Response

In navigating this cultural shift from academia to emergency response, I faced hurdles, the most significant being the language barrier. Despite my proficiency in English, medical terminology initially felt like an entirely new language. As an ESL speaker, the learning curve was steep, but it reinforced my empathy toward students learning new content in unfamiliar languages. It reminded me of the struggles people face when trying to process unfamiliar information, which is precisely what happens during emergencies when the public is bombarded with conflicting or incomplete information.

EMT 6 (USA): “Misinformation can make our jobs harder because it influences how the public responds. That’s why we need training to handle it.”

This insight resonates deeply with my academic background, where media literacy has always been an important focus. My work as a volunteer has enriched my understanding of how critical it is for first responders to communicate effectively—not just with their teams but with the public. It has illuminated the need for systematic media literacy training in emergency services, ensuring that we are prepared to manage the narratives that emerge during crises.

Media Literacy and Real-World Application

During my journey, I’ve also gathered and shared insights from my fellow firefighters and EMTs, who consistently emphasize the importance of media literacy. One surprising realization was how disconnected the media portrayals of firefighting can be from reality. For instance, I’ve never witnessed the iconic “firefighters sliding down poles” that movies and TV shows love to depict. This discrepancy between media and reality makes it even more important for firefighters to control their narrative during public emergencies.

Firefighter 4 (Canada): “Misinformation during a bushfire can cause panic. We need to control the narrative as best we can.”

Another myth I encountered was the belief that deoxygenated blood turns blue, which I have worked hard to eradicate through educational efforts. These discrepancies between media portrayals and reality further emphasized the importance of accurate and informed media literacy, especially in professions as critical as emergency response.

The need for accurate communication became even clearer during major incidents like car accidents or multi-vehicle collisions, where misinformation could easily escalate panic. We quickly assess the scene, stabilize the vehicles, and coordinate with other emergency services. At the same time, it’s crucial to ensure that the public understands what is happening. Whether responding to a fire alarm or addressing a COVID-related emergency in a nursing home, we strive to provide clear, accurate information to maintain public trust.

Challenges and Triumphs: A Personal Reflection

One of the most poignant reflections during this time came from my son. When I first became an EMT, he humorously questioned my choice, noting that I rarely put a bandage on him. His light-hearted skepticism underscored a deeper reflection on why I chose to volunteer during a global crisis. Ultimately, my decision was driven by a desire to contribute tangibly to the community, to use my skills in a new context, and to experience firsthand the front lines of emergency response.

When we arrive on the scene, our first priority is to ensure the ABCs—Airway, Breathing, and Circulation—are intact. This foundational check is crucial in assessing the immediate needs of patients and stabilizing them. Whether responding to a multi-vehicle collision or a routine alarm, this structured approach allows us to provide consistent and effective care. In the case of car accidents, we quickly assess the scene for hazards, stabilize the vehicles, and provide necessary medical attention while coordinating with other emergency services. For automatic alarms, we ensure that the premises are safe and address any underlying issues that may have triggered the alarm. In nursing homes, we handle a wide range of medical emergencies, often requiring a delicate balance of medical intervention and compassionate care for elderly patients.

During the COVID-19 pandemic, the role of first responders was highlighted and celebrated in the media. The public’s appreciation was palpable, with people cheering for us from their balconies and expressing gratitude in various ways. These moments of recognition were deeply moving and reinforced the significance of our work. When asked how I am doing, my response, “ABCs are intact; I breathe, life is good,” encapsulates the fundamental principles of our work and the gratitude I feel for being part of these dedicated volunteers.

This journey has not been without its challenges. Adapting to the predominantly male environment of the fire department required resilience. The camaraderie within the firehouse is built on mutual respect and often includes tough or teasing language, which was a stark contrast to the more formal and theoretical discussions I was accustomed to in academia. Despite this, the experience broadened my understanding and appreciation for the deep bonds that form between first responders—a bond based on trust and shared purpose.

Integrating Media Literacy into First Responders Training

The interviews conducted as part of this paper highlight a growing consensus on the need for media literacy training in firefighter education. While some regions have already started integrating this into their programs, there is still much work to be done.

Firefighter 9 (Turkey): “Media literacy helps us deal with public relations, which is becoming a big part of firefighting. If we don’t know how to communicate clearly, we risk the public losing trust in us.”

The firefighters often teased me, challenging me to address the news they believed from their social media feeds. This presented an opportunity to apply my expertise in media literacy education, helping them critically evaluate the information they encountered. This experience reinforced the importance of media literacy in all aspects of life, including emergency response.

Through this work, I have gathered and shared insights from my fellow firefighters and EMTs, who consistently highlight the importance of clear communication, quick decision-making, and maintaining composure under pressure. Their voices echo the need for media literacy in managing public perception and information during emergencies, reinforcing the connections between our field experiences and the broader discourse on democracy and the public commons.

The lessons learned over the past four years have not only changed my view of EMS and healthcare services but also deepened my commitment to fostering resilient, informed communities. Through clear communication, quick decision-making, and maintaining composure under pressure, firefighters and EMTs play a pivotal role in managing both the physical dangers of emergencies and the informational challenges that arise during crises.

The Importance of Public Information Officers

Throughout my reflection, one critical role that repeatedly emerged was that of the Public Information Officer (PIO). These individuals are essential in managing the communication flow between the fire department and the public. 

Chief Firefighter 10 (USA): “The PIO is vital. They ensure our message is clear, accurate, and timely. Without them, misinformation can spread like wildfire, and we lose public trust.”

This statement underscores the necessity for every fire department to have a trained PIO who can handle media interactions, craft clear messages, and serve as the face of the department during crises. Their role is integral to maintaining the department’s credibility and ensuring the public receives reliable information.

Integrating Resources from ASPR TRACIE and EMS1

Resources from the Administration for Strategic Preparedness and Response Technical Resources, Assistance Center, and Information Exchange (ASPR TRACIE) highlight the importance of social media in emergency response, underscoring the necessity for first responders to harness these platforms effectively. By utilizing guidelines and best practices from sources like ASPR TRACIE (2024), first responders can improve their communication strategies. Social media is not just a tool for disseminating information but also for engaging with the community, gathering real-time data, and correcting misinformation swiftly. Integrating these practices into training programs will prepare first responders to leverage social media’s power in crisis situations.

The importance of learning from past social media mistakes is emphasized in an article from the EMS1 Online Resource for Emergency Medical Service personnel . It is critical for firefighters to understand the repercussions of missteps in social media usage and to adopt best practices that prevent these errors. Effective social media management can enhance public trust and operational efficiency during emergencies (EMS1, 2024).

Conclusion

In conclusion, my time as a volunteer EMT has been transformative. It has provided me with a unique vantage point from which to explore the intersections of media literacy, emergency response, and public communication. Balancing the demands of being an EMT with my academic pursuits has been challenging, yet incredibly rewarding. This experience has deepened my appreciation for the bravery and dedication of first responders, while also reinforcing the need for media literacy in managing public perception during emergencies. As we continue to face evolving crises, it is clear that media literacy must become a core component of emergency management training, ensuring that first responders are equipped to both save lives and shape the narrative.

References

ASPR TRACIE. (2024). Social Media in Emergency Response. Retrieved from https://asprtracie.hhs.gov/technical-resources/73/social-media-in-emncy-response/77

EMS1. (2024). Failing to Learn from Past Social Media Mistakes Dooms Firefighters. Retrieved from EMS1

FEMA Emergency Management Institute. (n.d.). Public Information Officer Awareness. Retrieved from https://emilms.fema.gov/is_0029a/groups/111.html

Firehouse. (n.d.). Fire Department Public Information Officer Duties. Retrieved from Firehouse