Today there are many police departments learning the value of a good Public Information Officer (PIO). Usually most don't appreciate this important person until the need is there and make no mistake, the need has arrived as of yesterday.
Many don't appreciate that the career of the PIO is complicated, challenging and highly professional, but if you happen by your PIO's office this week, stick your head in and say thank you!
There's no denying that the PIO plays a vital role in the the large machine of public service, but the way the role is viewed has such diverse view points and inconsistencies that it's hard to really see the true value without actually doing the job. It's not just about writing a press release and giving out lines to the media. Good PIOs are hyper-aware of what's going on, not just in their own town or city but nationally and internationally.
In light of last night’s release of the Memphis beating, I thought it important to post an article from Police One that I believe is truly insightful and could be of great help to PIO’s facing the challenges they are facing amidst this week’s chaos.
The article was written by Yael Bar-tur. Yael Bar-tur is a social media consultant who previously served as the director of social media and digital strategy for the New York City Police Department where she developed her own strategy and training guide for social media and policing. She has trained hundreds of members of service on the use of social media, both in the NYPD and in other agencies. She is also responsible for exploring new channels for the NYPD and creating viral videos with millions of views.
6 considerations for PIOs ahead of the release of the Tyre Nichols bodycam video
Being the voice of your agency is an incredible challenge but one that you can use to build trust even through difficult times
Today, the Memphis Police Department is set to release the body-worn camera footage of the death of Tyre Nichols in police custody. There's no way to sugarcoat it, it appears to be devastating. It will likely be a punch in the gut for cops and the community alike.
If you're a Public Information Officer or executive in a U.S. police department, here are a few things to keep in mind as you communicate through this crisis:
Just because it happened in a different city doesn't mean anger won't be directed at your agency and officers. For better or worse, the public views all officers as representatives of the same system, even if they are spread across roughly 18,000 different agencies.
Be prepared to communicate through protests, peaceful and non-peaceful alike. Remember to share traffic information, street closures, arrest warnings (if necessary) and any other information that can help people gather peacefully, as well as navigate their way around. If you are out marching as well please post that, but be cautious not to make this about you. It's the community's moment, and we are joining hands with them.
Don't feel compelled to release a statement, but it can't hurt to prepare a few words if you feel like your community is looking to you for one. You can speak from the heart about how you felt watching the footage, and about the standards to which you hold your own agency. Again, this is not necessary if there's no *local* public interest. Your local audience is what matters, not what's on CNN or FOX.
Monitor social media. Turn on notifications, look to see if the media and elected officials are mentioning you. Do they have questions? Are they sharing a rumor? Things will move fast. Maybe this weekend is not the one to disconnect and leave your phone at home.
Be careful with your ongoing social media content and especially your scheduled posts. Something lighthearted or even mundane can take on a whole new meaning in times of crisis.
As always, pause before posting. Read the post. Read again after hitting send. Don't just check for typos, check for tone and subtext. Don't tweet in all caps.
Most importantly, be safe, whether you're out on the streets or tweeting from your iPhone, or in the case of many of you – both. Being the voice of your agency is an incredible challenge but also an immense privilege, and one that you can use to build trust even through difficult times.
Aside from this article, I also wanted to recognize Sgt. Washington Moscoso of the San Antonio Police Department for doing what I believe is an INCREDIBLE job of releasing a shooting video to the public as seen here in this recent video:
A salute to the Memphis Police Department for their quick action in the investigation and their support of the community. Last night's release was difficult thing and it was handled wonderfully. While there is much criticism today, the truth is that the police department stood by the truth and stayed incredibly transparent which I believe is why we did not see more chaos last night. I believe that MPD showed the nation last night that beside a few bad apples, they are a class act and care.
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