Chapter TwentyApplication of the AVID Framework in a U.K. Fire and Rescue Service
Kevin Ruck
Introduction
The case study organization explored in this chapter is a Fire and Rescue Service in the U.K. It will be referred to as AFRS throughout the chapter. The service employs around 1,400 people. It is a public sector body, responsible for promoting fire safety, extinguishing fires, and protecting life and property when fires do occur, minimizing damage to property arising from firefighting operations, and rescuing people involved in road traffic collisions. Internal communication at AFRS is reviewed using Ruck's (2020) Alignment-Voice-Identification-Dialogue (AVID) framework, which incorporates the twin principles ...
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