Getting the word out about fires

The Daily Inter Lake

The Flathead's fire season of 2003 - not to mention other devastating fire seasons throughout Western Montana over the past decade or so - left its mark on more than just the forests.

Tourism marketers have learned a lesson or two, as well.

Glacier Country Regional Tourism Commission, the local arm of Travel Montana, has issued a list of suggested do's and don'ts for businesses.

It's aimed at stemming the exodus of visitors and their dollars when smoke gets in their eyes.

"The good news," the press release instructed, "is that you can help mitigate the impact fires may have on your business and the tourism industry as a whole."

The gist of the suggestions? Tell visitors the truth, but tell it with a smile on your face.

Glacier Country wants business owners to ensure "visitors have the information they need to continue their vacations and enjoy their time in Montana, regardless of fires."

They also have suggestions for talking with the press.

First on the list for those tourist talks is to keep up-to-date on the latest fire information.

Know what roads, destinations and attractions are closed, where there are camping and fishing restrictions.

Update front-line employees, maybe in a daily morning briefing. Stay calm and helpful when visitors question you.

But - here's where the smile comes in handy - "highlight areas of Glacier Country not affected by the fire and direct visitors to these areas and attractions," the tourism bureau suggests. Redirect them there.

Encourage them to continue their travel in Montana. Talk about the role fire plays in creating beautiful wilderness. Emphasize efforts firefighting crews are making. Reassure visitors that, if an area isn't officially closed, it's safe.

The list of don'ts is pretty short: Don't give false information, either to visitors or the media.

And don't dwell on the negative effects of fire; help visitors have a great vacation anyway.

When the media comes calling, be prepared to talk, Glacier Country recommended - especially if your business is near a major fire. But for facts such as how the fire is being fought and structures being protected, send them to fire officials.

Be honest and factual. But "emphasize the areas of Glacier Country that are open for travel and unaffected by the fire." As much as possible, "focus on the visitor experience."

But "don't blow the fire out of proportion and instill fear where it's not needed" when being quizzed by media. "Stick to what you know," the release said.

Glacier Country even offered some talking points:

. The bureau is gathering and sharing fire updates regionally so everyone on the tourism front has the same information.

. Most fires happen in isolated areas and won't have a big impact on most destinations - there are still plenty of "spectacular views, abundant recreation and cultural attractions," the tourism bureau said.

. Fire officials work hard to keep visitors, employees and residents safe. If there's a danger, that area will be closed. And remember, Glacier Country repeated, "open areas = safe areas."