Law Enforcement Technology

MAY 2014

Issue link: https://let.epubxp.com/i/303456

Contents of this Issue

Navigation

Page 7 of 43

8 Law Enforcement Technology May 2014 www.officer.com COMMAND & COMMUNICATIONS In today's world of social media, han- dling communication duties for a mod- ern police department is certainly chal- lenging, but with the right approach, it can be rewarding and beneficial to both the department and the community that department serves. "The policy of the Montgomery County Police Department's Media Services/ Public Information Office as defined in the department's Directive on Police/Public Media Relations is: 'to establish and maintain cooperative working relationships with the commu- nity and members of the news media,'" says Lucille Baur, PIO, Office of Public Information, Montgomery County (MD) Police Department and the Montgomery County Government (she was the PIO during the 2002 DC Metro area sniper attacks). "In fact, to the extent possible, members of the media should be treated as invited guests at incident scenes rather than viewed as a hindrance. In most cases, their report- ing of our involvement at newsworthy events will portray the work of our offi- cers and employees in a positive light, which will help to enhance our image and reputation within the community." "My number one goal is to provide the media with accurate information in a timely manner," says Stephanie H. Slater, Public Information Officer, Boynton Beach (Fla.) Police Department. "As a former journalist, I believe that this is the key to ensuring that coverage of your agency is factual and consistent, but it's also critical to developing trusting rela- tionships with your local media." The right to know Our nation was founded on the premise that a government of the people should be transparent so the people can deter- mine whether they agree with how gov- ernment officials are conducting their jobs. Transparency is the key to public trust and confidence in the legal system, and that includes the police, typically on the front lines. "The goal, when working with the media, should always be effective communication with the public," says NIOA's Warner. "Our responsibility as public safety PIOs is to every member of the community that we serve, not the individual reporter. That reporter and their employer, however, give us a huge microphone, allowing what we say to be heard—by the masses. That, in and of itself, is a huge responsibility that none of us should take lightly." PIOs have to be careful not to be perceived as being anything less than forthright with information. "Perception is reality," Slater points out. "If the media and public perceive that you are holding back information or not being truthful, then right or wrong, that is what they are going to believe. Since 2007, we have been using social media to ensure transparency with the public. We were the first police department in Florida to use social media to engage, educate and inform the community. My role as the PIO is to keep the public informed and educated while positively promot- ing the incredible work done here at the Boynton Beach Police Department." Dan Ferrelli, Director of Media Relations, Aurora (Ill.) Police Department adds, "As far as the public information function is concerned, disseminating accurate, timely informa- tion goes a long way in demonstrating transparency and candor. Availability to the public (and media) is likewise critical. Seemingly minor tasks like making sure phone calls are returned, addressing questions or comments that arise on social media, helping citizens get through the sometimes all-too- familiar bureaucratic web—along with more major jobs including availability at neighborhood and civic and social orga- nization meetings—put a human face on the department and go a long way in building trust in the community." The need to be first Today, news has evolved. With the popularity of news websites, Facebook, Twitter, Instagram and other forms of communication, the desire to be first has overcome most news outlets. Oftentimes, being first trumps being completely right. The answer is for the modern PIO to embrace the technology that the public is using, and master it for the depart- ment's benefit. It's possible to counter misinformation with the right informa- tion presented on Facebook, Twitter or other social media outlets. LET_07-11_Media0514.indd 8 4/18/14 3:29 PM

Articles in this issue

Links on this page

Archives of this issue

view archives of Law Enforcement Technology - MAY 2014