Wildfire communication guidance

How we talk about wildfire

Clear, people-centered language helps communities prepare, respond, and recover with confidence.

Explore practical guidance, messaging tools, and resources to help Oregonians talk about wildfire in a way that is accurate, accessible, and empowering.

Action

Field Guide: View practical messaging tips and conversation prompts.

Resources

Resource Vault: Access the glossary and common FAQs for Oregon.

Communication principles

Wildfire Communication Principles

We are committed to helping Oregonians understand wildfire in a way that builds confidence, encourages action, and supports long-term community readiness.

Be factual and transparent

We share clear, accurate information about risk, preparedness, and response. Strong communication helps prevent confusion and reduces fear.

Empower, don’t alarm

Wildfire is part of Oregon’s landscape. Even as risks change, there are proven steps communities and individuals can take to reduce impacts.

Highlight shared responsibility

Wildfire preparedness is most effective when everyone works together—from state and local agencies to households, business owners, and community leaders.

Promote community resilience

Our goal is long-term safety. We focus on what communities can do today to reduce risk tomorrow.

Community engagement

Field Guide for Talking About Wildfire

Use this field guide to prepare for conversations, choose a topic, and keep wildfire messaging clear, constructive, and practical.

1

Prepare your table

Set up materials so they are easy to browse and understand.

Bring easy-to-read materials on defensible space, home hardening, evacuation readiness, and local resources.

Use materials that are easy to scan and take home.
Offer multilingual resources whenever possible.
Fan out materials so people can browse without needing to ask first.
Encourage one small next step instead of overwhelming people.

2

Choose a conversation topic

Use simple prompts by topic to make the conversation feel relevant.

Start with a topic people can connect to right away. A focused question often works better than a general one.

Defensible space

Prompt: “What’s one thing around your home that you think could help slow the spread of fire?”
Use for vegetation, debris, and spacing discussions.

Home hardening

Prompt: “Have you made any changes to your home to help protect it from embers or flames?”
Use for vents, roofs, and eaves conversations.

Evacuations & Alerts

Prompt: “Do you know which evacuation levels your county uses and are you signed up for alerts?”
Use for readiness and planning discussions.

3

Keep the message practical

Build confidence with small actions and plain language.

Focus on practical steps people can take right away. Reinforce that preparedness is achievable.

Key phrases we use

“Small actions make a big difference.”
“Wildfire preparedness starts at home.”
“Together, we build fire-adapted communities.”

Phrases to avoid

Avoid overly technical terms without explanation.
Avoid language that implies hopelessness, blame, or fear.

4

Answer honestly

Be factual, transparent, and clear about what you know.

If someone shares a misconception, redirect politely with what is known based on current research.

When you do not know the answer, say so clearly and offer to help find the right information rather than guessing.

Inclusive outreach

Engaging Oregon’s Diverse Communities

Wildfire communication is strongest when it is accessible, culturally relevant, and rooted in trusted community relationships.

Offer information in multiple languages

Provide materials in multiple languages whenever possible so more Oregonians can access clear wildfire preparedness information.

Work with trusted community leaders

Use culturally relevant examples and partner with trusted messengers who already have strong relationships in the communities you are trying to reach.

Make communication accessible

Ensure materials and conversations work for people with disabilities, elders, and those who are new to the area or unfamiliar with wildfire terminology.

Materials may be available in

Spanish Chinese Russian Vietnamese

Resource vault

Glossary and FAQs

Find quick definitions, plain-language explanations, and answers to common wildfire questions.

Wildfire Glossary Plain-language definitions for wildfire terms.

Use this glossary to make wildfire language easier to understand.

“Class A” building materials

Fire-resistant materials that offer strong protection against flame spread.

Conflagration

A major wildfire emergency requiring state-level help. In Oregon, this is a specific legal term.

Defensible space

The buffer area around a home where flammable materials are carefully spaced out.

Embers

Tiny, glowing pieces of burning material that float through the air and start new fires.

Home hardening

Changes that make a house harder to ignite, like metal vent mesh or non-combustible roofs.

Frequently Asked Questions Clear answers to common questions from Oregonians.

Answers to support consistent, factual, and practical communication.

Why do wildfires seem bigger now?

Hotter, drier summers and more homes built near natural areas contribute to changing wildfire behavior.

Why can’t I get homeowners insurance?

Private insurance companies determine coverage based on their own risk assessments and business models.

Will wildfire maps raise my rates?

OSFM does not control how insurers use data. However, mitigation always makes a home safer regardless of insurance decisions.

Are wildfires “let burn” on purpose?

No. When lives or communities are at risk, firefighters take aggressive action. Public safety is the top priority.