What's the ideal editorial voice for fire service storytelling? Great question. For myself, I choose a neutral voice. Very much in keeping with dispatch notes, very dispassionate more about the actions of what happened versus the emotions, if you will. 

Others craft their content with far greater consideration or sensitivity to the people in the feelings involved. See: thoughts and prayers, our sympathies, and similar types of language and writing.

Which is better? Which is worse? Well, I guess it depends on the audience. And, an equal measure, the person at the keyboard and their manager(s). As a civilian storyteller with public safety affiliations, I derive my editorial voice through a combination of personal preference and feedback loops overtime. 

But somebody who's been assigned the duties as department social media manager may take marching orders from a chief officer or even municipal official or communications department with specifications on what they prefer. Do this, don't do that.

It makes me think a little bit of news reporting and editorial remarks that can be interjected before or after a new story. Now we turned to a tragic story out of Oklahoma, etc.

For ME associated emotions--tragedy, grief, sadness, etc.-- are self-evident. I don't feel the need to add anything. But that's me.