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  • Media Relations

Overview

This course is designed for in-service law enforcement personnel (patrol officers, detectives, first-line supervisors and managers) including members of established media relations teams (sworn or civilian) to provide the necessary tools to effectively relate to the news media. Students will learn how to prepare for and respond to television, radio, and newspaper interviews as well as press conferences. Strategic use of social media, planning and liability will also be covered as tenants of this course.

Course Outline

Day One

Evolution of Media Relations in Law Enforcement

  • Perceptions
  • What does the public think a PIO does?
  • What does your Organization think a PIO does?
  • What a PIO actually does.

The Anatomy of Media Relations

  • Relationships
  • Perceptions
  • Emotional Resiliency
  • Various considerations

The Do’s and Don’ts of Media Relations

  • Basic response to inquiries
  • Professionalism
  • Political correctness
  • Stay in your lane
  • Investigative integrity
  • Accuracy
  • Tone

Diversity of an interview

  • Location
  • Radio
  • Television
  • Phone
  • Newspapers

Equipment essentials

  • Tools
  • Attire
  • Go-bag

The 5 W’s

  • WHO, WHAT, WHERE, WHEN
  • When appropriate, WHY

Live Press Conferences

  • Logistics
  • Demeanor
  • Tone of Voice
  • Visual Aids

Day Two

Composition of Media Alerts

  • Alerts and Press Releases
  • Public Transparency
  • Short Vignettes vs Full Release
  • Why to send and when to hold off
  • How to disseminate information

Media Relations During High Profile Events

  • Basic Response
  • Verify
  • Isolate the incident
  • Establish a Media Staging Area
  • Establish scene security

Critical Incident Considerations

  • Investigative Events
  • Internal events

Officer Involved Incidents

  • Multijurisdictional Considerations
  • Use of Force
  • Officer Arrests

National Incident Response Strategies

  • Initial Response
  • Active Shooters
  • Oikos University Shooting
  • COVID-19 Epidemic

The Importance of Social Media

  • Department’s Social Media Footprint
  • Diversity
  • Authenticity
  • Transparency
  • Reliability
  • Consistency
  • Various Social Media Platforms
  • Facebook, Twitter, Instagram, YouTube
  • Recognition of National Incidents
  • Community Outreach Events, Holidays and Feel-Good Stories

Legal Considerations

  • Internal Policy and Procedures
  • Internal policy requirements
  • Internal procedures
  • Procedures mandated by City Counsel/City Attorney/County Counsel/Attorney General
  • Case Law
  • Hawaii Defense Foundation v. City and County of Honolulu
  • Recent Senate Bills and Assembly Bills
  • Senate Bill – 1421
  • Assembly Bill – 748
  • Local, State and Federal Laws/Statues
  • California Penal Code – 409.6(d)
  • Government Code – 6254(f)
  • ...Provides useful tools necessary for assessing the veracity of a suspected child abuser, which goes a long way in helping to protect children.

    —Sunny Burgan, MSSW, LCSW, Social Work Supervisor, Santa Clara County DFCS
  • Your instructional style is engaging and your tag-team style is highly effective.

    —George Laing, Fire Prevention Captain, Investigator
  • You two are an effective teaching team, and your presentation of the material was consistently interesting, and intelligent without being too intellectualized.

    —Michele Keller, Deputy Probation Officer, County of Alameda
  • I highly recommend this training for any Probation staff who have the necessity to interview/interrogate individuals for investigation purposes.

    —R. Bret Fidler, Santa Clara County Probation Department
  • I will continue to use and pass on this information because I really believe in the instructors and their approach.

    —Kimberly Meyer, Washoe County Sheriff's Department
  • The information that they have presented is highly relevant to my job, and was presented in a manner that was highly organized and very easy to digest.

    —Michael McGarvey, California State Prison, San Quentin
  • Thank you for allowing me the opportunity to attend the Interview and Interrogation training presented by Paul Francois and Enrique Garcia.

    —Todd Almason, Santa Clara County District Attorney's Office
  • This was, by far, one of the most useful classes I've attended since becoming an investigator.

    —Steven Aiello, Antioch Police Department
  • Your class has made the greatest and most direct impact on my assignment of any training class that I've taken.

    —Ken Gelskey, National City Police Department
  • Your class gave me the confidence and tools to interview the suspect for over 5 hours and to bring a closure to the case.

    —Daniel Phelan, San Jose Police Department

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