In the Bureau of Fire Protection, public image plays a vital role in delivering efficient
and effective services. Positive perception from the public not only boost the morale of the
firefighters but creates good reputation in the organization that can attract competent
professionals in the different fields of the bureau. This research aims to determine the level of
public image of the Bureau of Fire Protection among selected Senior High School students of
Sta. Lucia National High School, Capas, Tarlac, identify the factors affecting the public
image of the agency and develop relational strategies that will help the BFP improve its
public image. Using the quantitative research method through survey questionnaire, the study
has revealed that among the selected senior high school students, majority knows the Bureau
of Fire Protection as a whole to include its functions and services, however majority were
confused on what law governing the fire service and few assumed that the employment of
BFP is a volunteer agency. In such, during fire safety education, it is recommended to have
brief discussion of the fire code shall be applied, to include improvement of information
dissemination and collaboration with schools. Results also showed that majority has a
positive perception on the Bureau, however there are still areas to be improved. These
includes increase of visibility, intensification of public awareness campaigns and
establishment of feedback mechanism. In order to improve BFP’s public image, these
relational strategies should be developed. These are establishing strong partnerships and
linkages, building trust, intensifying the use of social media and providing excellence service.

Keywords: Public Image, Relational Strategies, Improve