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The public information team from the Seattle Fire Department will explore the concept of editorial planning with participants, sharing how to create an editorial planning calendar of content to successfully forge positive relationships with the online community. The team will discuss how to smoothly incorporate seasonal public safety messages with incident communications, along with which types of social media posts receive the most engagement. Finally, a case study of communicating with the public during COVID will be shared with participants, and how the regional and consistent messaging helped to enforce public health guidance.