Issue link: https://let.epubxp.com/i/303456
11 www.officer.com May 2014 Law Enforcement Technology COMMAND & COMMUNICATIONS time to answer them individually, so I put a tweet out within five minutes that SWAT made entry, telling the neighbor- hood that everyone was safe and there was nothing to worry about. That caused even more inquiries because the press follows the tweets. I put up my own photo of the arrest, which is what I do routinely. People want to see what is on the other side of the crime scene tape. "Honestly, this is no one's news to break but ours, and our responsibility to get it right is not greater than the media's desire to get it out first," he concludes. "Bad examples abound, like all the mistakes that were made in the Boston bombing, and many media outlets had to apologize afterwards for getting the information wrong. Our responsibility to get it right is greater than the pressure to get it out fast." Ferrelli from Aurora PD emphasizes local media outlets during emergen- cies. He says that, depending on the size and scope of the incident an agency's responsibilities may be taxed (or complicated) by reporters from national or international outlets. Still, in it is in an agency's best interest to make sure local reporters are taken care of. "Emergencies are local events. While disseminating timely, accurate information should never be compro- mised. There is a difference in why an emergency is being covered by local media (it affects the local community) and the national or international media (dramatic pictures, emotional stories, etc. that do not impact a national or worldwide audience, at least not imme- diately). Since in any emergency, first responders want to help those in need, mitigate danger, and return the situa- tion back to normal, it is important to team with the local media as they are the ones that can best assist with mes- sages —or get the right information to the right people at the right time. These efforts are bolstered by social media and website use. Plus, when the national and international media pack up and go home once the emergency has passed, it is still the local reporters who will be covering your agency and community every single day." Communicating the police depart- ment's message is not an easy task, espe- cially in today's rapidly evolving media world. That's why departments leave it to the experts: the PIOs. ■ Keith W. Strandberg is an American freelance writer and award-winning screenwriter/producer of feature films living in Switzerland. He was a former contributing editor for LET more than a decade ago and is happy to be back writing for the magazine. Circle 54 on Reader Service Card LET_07-11_Media0514.indd 11 4/18/14 3:29 PM