Mark Brady, public relations manager & PIO for the Prince George’s County (Md.) Fire/EMS Department, reports to scenes of second-alarm fires or greater, where injury or death has occurred.

“My love for the fire service was always there,” says Mark Brady, public relations manager and public information officer (PIO) for the Prince George’s County (Md.) Fire/EMS Department.

That love may have been fostered by his father, who owned a publishing company replete with a significant number of fire service books. Brady worked for his dad for approximately 18 years.

But after his brother-in-law, who was a volunteer firefighter for the Branchville Volunteer Fire station, encouraged him to join, Brady did — and spent five years living at the firehouse until he married in October 1979. He now marks his 35th year as a volunteer member for the Branchville station.

Born and raised in College Park, Md., Brady always wanted to work in public safety. From the beginning, he wasn’t sure if he wanted a career in law enforcement or the fire service. After receiving his associate degree in law enforcement from Prince George’s Community College, he was employed as a fire/EMS dispatcher for the Prince George’s County Fire/EMS, where he spent 17 years working on the fire side. A promotion elevated him to dispatch lieutenant.

Around that time, the department’s then PIO, Pete Piringer, was given authority to hire an assistant. Brady interviewed and got the position. After Piringer left the department, Brady, subsequently, became the PIO and hired his own assistant, Chauncey Bowers. But after Bowers attained the rank of paramedic major, coupled with tight budget constraints in 2004, Bowers was moved to the field.

Since then, Brady has been working alone.

“It’s not a 9–5 job. It’s 24/7,” he says. “Even on days off, you’re still carrying the office around on your hip. The chief knows I’m doing my job.”

It’s not uncommon for Brady to miss a number of birthday and anniversary celebrations “Fortunately, I have a very understanding family and wife,” he says. Brady and his wife, Terri, have three grown children: Cari (26), Jenna (22) and Mark Jr. (20).

Brady is the chief spokesperson for the department and maintains daily contact with the media regarding fire and EMS activity. He reports to scenes of second-alarm fires or greater, at which injury or death have occurred. He has an established line of communication with the executive office of the fire department, with direct access to Acting Fire Chief Marc Bashoor.

He periodically interacts with the Prince George’s County State’s Attorney’s Office, but more often than not, works closely with the Prince George’s County Police Department. The fire department reports preliminary information to the media, but the nature of the event determines which department takes the lead on continuing to provide additional information. If an incident involves a fatality, the higher level of crime takes precedence. Example: If a death is determined to be accidental, Brady handles it. But if the death is an intentional death by fire, the police department’s media personnel take the lead.

In addition to his roles as the public relations manager and PIO, he also oversees community and legislative affairs. He works with staff on fire safety education in schools, at town halls and with legislators. Brady is a familiar face not only in the county, but throughout the Washington D. C. metropolitan area. He is passionate about his job.

“I love the fact that each day, there is something different and the potential to be something different,” he says. “I work with an excellent group of firefighters and administrative staff. When something happens, I like to be able to do the job well and get information out to people who need to know.”

Brady fully understands how vital it is to establish trust with reporters. “I build and maintain relationships between myself and members of the media. I have to be able to trust them, and they have to be able to trust me,” he says.

The Challenges
Some aspects of the job are frustrating. Brady explains that after an incident has occurred during the day and a new group of reporters arrive for the evening shift, he has to rehash the same information about the same incident to them.

For the most part, he tries not to bring his work issues home, choosing to talk about them among his colleagues. “Dealing with tragedy [wares] on you,” he says.

At home, he will talk about his work to some degree. “I don’t get into a whole lot of detail,” he says. He acknowledges, however, his wife and children are inquisitive about his work.

Brady recalls Piringer telling him that being a PIO is a lonely position. He says that people tend to think he is too busy for them to approach him. Because he has an immediate link to the chief and is often viewed as the “media,” people often do not want to talk to him. But experienced firefighters understand his role and “will bend over backwards to help,” he says.

New Tools
Throughout his 33-year tenure as a civilian employed by the department, Brady has worked under nine fire chiefs. He describes the new and young reporters as “high energy” and “anxious to break a story.” In years gone by, he recalls visiting news stations and making time to become acquainted with reporters. At the same time, he has seen changes in media operations.

“It’s hard to find time to catch up with them,” he says.

Brady has found new ways to reach the media and the public. He describes the Prince George’s Fire/EMS Department as participating in the “social media of the East Coast.” He regularly updates incidents, scenes and disseminates news items via social media. He also writes a news blog, uses YouTube and maintains the official Fire/EMS county department website.

“Social networking is a very effective tool. I enjoy social media,” he says.

On Twitter, he has 1300 followers. “Twitter seems to save me so many phone calls,” Brady adds.

But he doesn’t disseminate anything on Twitter he would not put on the main department website. “I try to maintain that professional image of the fire department,” he says.

When he has a few moments of free time, Brady enjoys engaging in activities with his family, including traveling to their beach condo in Ocean City, Md. He owns a Chesapeake Bay Retriever, named Bayle, who is almost two-years-old and weighs 100 lbs.

“She can make you forget your troubles real easy,” he says.

Troubles may be forgotten, but Brady’s contributions to public service will always be remembered. Well-liked and respected by his colleagues, the community and the local media outlets, he has been a trail blazer throughout his long and continuing career. His wealth of wisdom and plethora of experience provide an inspiring role model to emulate.

About the Author
Karen L. Bune is a victim specialist in the domestic violence unit of the State’s Attorney’s Office for Prince George’s County, Md. She serves as an adjunct professor in the Department of Criminal Justice at George Mason University in Fairfax, Va., and Marymount University in Arlington, Va., where she teaches victimology.

Bune is a consultant for the Training and Technical Assistance Center for the Office for Victims of Crime and the Office of Juvenile Justice and Delinquency Prevention, U.S. Department of Justice. She is a nationally recognized speaker and trainer on victim issues. She is board-certified in traumatic stress and domestic violence, and is a fellow of The Academy of Experts in Traumatic Stress and the National Center for Crisis Management.

She is a 2009 inductee in the Wakefield High School (Arlington, Va.) Hall of Fame and received the Chief’s Award from the Prince George’s County Maryland Police Chief in 2009.