The best way for public safety agencies to demonstrate their value is to let their “customers” do it for them. By that I mean, ask those who have experienced that value first-hand to describe the impact that first responders’ actions had on their lives or businesses.
Reviews by, or testimonials from, satisfied customers are a very effective marketing tool for businesses. Why? Potential buyers are likely to put more weight on the experiences of those who have used the products or services than they are on the promises of the companies that are trying to sell them. Why not put this reality to work for your agency?
Imagine that your web site contains a page filled with the stories of people whose lives have been impacted by the actions of your public safety professionals. The stories may be told in writing, on camera, or by audio recording. When visitors to your site see and hear the heart-felt stories, they are able to experience the value that your agency provides in a more profound and compelling way than you, the providers of the services, can convey. These stories become powerful, lasting testaments to the value that you provide.
Given today’s technology, obtaining these stories couldn’t be easier. When people call or write or e-mail after an incident to express their gratitude, ask them for permission to post their comments, along with their names (and pictures, if possible), on your agency’s web site. If they have already written the letter or e-mail, there’s nothing more they need to do. Video testimonials are very powerful, and are easy to record. Pay the person a visit after the fact and capture his/her story on a video camera or on your smart phone. The recording need not be perfect; it just needs to be true and heart-felt. For those who are camera-shy, ask if you may record the story either during a phone conversation or in person with a recorder or smart phone. In each case, ask the person to (a) state his/her name (and organization, if applicable), (b) describe briefly what triggered the call for help, (c) tell what the first responders did, and (d) identify the benefits the person (and his/her family or business, if applicable) received as a result of the first responders’ intervention. Post the audio, video, or document on your web site. Over time, you will have hundreds of compelling stories.
The public deserves to know the value that first responders provide, and specifically what their return is on their investment in public safety. Why not allow those who have experienced that value first-hand to provide a public service by providing a platform for them to tell their stories?
© 2013 Pat Lynch. All rights reserved.
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