I am a trained CCM and so are 4 of the others who were with me. As I said, I decided to leave the BCF to one of the operating crew and they thanked some of my colleagues for their constructive help in shouting relevant commands to other pax.
I'm not sure who initially made the call "fire, fire, fire" but I would say that whoever did it made the correct decision. The SEP training that I received taught us in that the first instance, the best thing to do is to make the crew that are around you aware of the fire and the fastest way to do this is to shout fire. That way someone else who is near an interphone can inform the flight deck and someone else can bring the necessary fire fighting equipment if it is not immediately to hand at the site of the fire.
I believe it was one of my colleagues that went back and told the passengers further back not to come forward and again he was praised for this by the crew.