This document offers, in equal parts, a frank and straightforward discussion of the issues surrounding public perceptions of our industry, and tools and resources to support local action to promote a positive public image.

This resource and toolkit is a mix of existing and new resources from the IAFC, other fire service organizations, private industry and local model practices and SOPs. They range from simple, no-cost, common-sense solutions to those that are more resource-intensive.

A companion discussion group has been established on IAFC KnowledgeNet to encourage members to discuss the issues in the document and continue to build a library of resources.