Deputy fire marshal Craig Etherton knows as well as anyone the importance of relationships between agencies like the Coeur d’Alene Fire Department and local media, especially during emergencies.

“When I came into this job from the line, that was a really big change,” said Etherton, who is also the fire department’s public information officer. “What I’ve learned in the last 10 to 12 years is that partnership is invaluable.” 

Those relationships came into play June 29, 2025, when a gunman set a fire on Canfield Mountain and ambushed the fire crews who responded, fatally shooting two firefighters and grievously wounding a third. 

With the eyes of the world fixed on Coeur d’Alene and events unfolding, Etherton recalled fielding calls from news outlets like the New York Times and the BBC. 

“I didn’t necessarily have information myself to pass on,” he said. 

Meanwhile, he said, speculation about the fire and shooting was spreading rapidly online. 

“It’s not good for our families to find out about critical incidents through social media,” he said. “I was surprised by how fast chunks of dispatch information came out. For our own people, we weren’t able to recognize and cope with what was happening before it was out.” 

In times of crisis, Etherton said agencies like the Coeur d’Alene Fire Department must balance the public’s desire for information against safety and privacy concerns. 

“While we want to be transparent, we also want to be responsible with the information we put out,” he said. 

That’s where local news outlets like The Press come in. 

When unverified information about a critical incident circulates online and becomes distorted, journalists work to verify it and disseminate it responsibly. 

The Press published a special print edition the day after the shooting — a Monday, when the Press doesn’t ordinarily produce a print edition — dedicated to the incident, chronicling not only the tragedy but how the community was responding and embracing its first responders. 

In the days and weeks following the incident, local media continued to work with authorities to confirm more details about what happened and why. 

“If we don’t have trust, that back and forth, it can be challenging,” Etherton said. 

The responsible handling of information continues after a crisis. Etherton said his agency still gets requests for comment and certain information about the Canfield Mountain incident. 

“Our families didn’t want information shared,” he said. “That was our line. That’s still our line. That’s what our department family needs to heal.”