Maximizing the Role of the Public Information Officer in Crisis Communication
Strategies for effective information dissemination and maintaining public trust during major incidents
By Darren Wright Reprinted with permission from Police1 , www . police1 . com .
The New Jersey Police Chief Magazine | March 2024
In the event of a major incident , most agencies have established protocols for notifying supervisors or command staff , tailored to the incident ’ s severity . Chiefs generally prefer to avoid surprises . If a chief is approached by a citizen , or worse , a mayor or council member , and is unaware of the incident , it can create an impression of being disconnected and uninformed about community events .
Is your Public Information Officer ( PIO ) included in the notification list ? It ’ s not uncommon for a PIO to receive calls from media outlets inquiring about a major ongoing or past incident . For a PIO , it can be quite disconcerting to first learn about a significant event through a media inquiry rather than through internal channels .
Ensuring PIO inclusion in incident notification protocols The PIO serves as a vital safeguard for the agency and personnel at the scene . To ensure this protection , it ’ s essential to inform them promptly about ongoing developments . This enables the PIO to respond proactively , arriving on scene ahead of the media . Failure to keep the PIO informed can turn this safety measure into a liability , as misinformation may spread . Misinformation , rumors , or lack of information can change the whole perception of an incident . Once that initial perception is created , it can be nearly impossible to change it , especially if it is negative .
The role of a PIO inherently requires access to information , as indicated by the title . If your agency utilizes an automatic notification system or a call list , the PIO must be included , preferably at a high-priority level . Responsiveness to calls is a key aspect of the PIO ’ s role . There is an expectation that the PIO will answer when contacted . If the perception arises that calls are often unanswered , there may be a decrease in future communication attempts from those seeking information .
Two-tier notification system I ’ ve established a two-tier notification system with the officers and sergeants I collaborate with . For minor issues or inquiries that don ’ t require immediate attention , especially late at night , I ’ ve advised them to text me . A text won ’ t disturb my sleep , but if I ’ m awake , I ’ ll promptly respond . If I reply , they ’ re welcome to ask their question . If I don ’ t , it means I ’ m asleep , and there ’ s no issue . For urgent , in-progress incidents or situations needing immediate response , I ’ ve instructed them to call my cell phone . My phone ’ s ringtone is loud enough to wake me ( I can assure you of that ), and I ’ ll manage the situation accordingly , whether over the phone or by going to the scene if necessary .
This system provides a sense of comfort and encourages team members to always reach out when they need assistance . It reassures them that they can safely contact me for help , even for non-critical incidents . I make it clear that I welcome their calls — after all , it ’ s part of my role . While their consideration of not wanting to disturb me is appreciated , I emphasize the importance of communication . Establishing this relationship and understanding in advance is crucial . In departments with more than one PIO , it ’ s important to ensure that everyone knows how to contact the on-call PIO to maintain this level of accessibility and responsiveness .
Most individuals prefer to stay ahead of the curve , particularly in high-stress or high-liability situations , and PIOs are no exception . Early involvement of PIOs allows them to be thoroughly briefed and prepared with messaging and communication strategies . This proactive approach enables the timely release of accurate information , effectively countering the spread of rumors that often arise from an information vacuum . Preempting misinformation is always the preferable course of action .
Balancing transparency with operational security in crisis situations Navigating the delicate balance between transparency and protecting an ongoing investigation is a key challenge . Having the PIO involved from the outset equips them to better determine what information should be released and when . This is particularly crucial when disseminating descriptions of suspects , witnesses , or involved vehicles
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