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.
Evolution of Media Relations in Law Enforcement
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
The Do’s and Don’ts of Media Relations
Basic response to inquiries
Stay in your lane
Diversity of an interview
The 5 W’s
WHO, WHAT, WHERE, WHEN
When appropriate, WHY
Live Press Conferences
Tone of Voice
Composition of Media Alerts
Alerts and Press Releases
Short Vignettes vs Full Release
Why to send and when to hold off
How to disseminate information
Media Relations During High Profile Events
Isolate the incident
Establish a Media Staging Area
Establish scene security
Critical Incident Considerations
Officer Involved Incidents
Use of Force
National Incident Response Strategies
Oikos University Shooting
The Importance of Social Media
Department’s Social Media Footprint
Various Social Media Platforms
Facebook, Twitter, Instagram, YouTube
Recognition of National Incidents
Community Outreach Events, Holidays and Feel-Good Stories
Internal Policy and Procedures
Internal policy requirements
Procedures mandated by City Counsel/City Attorney/County Counsel/Attorney General
Hawaii Defense Foundation v. City and County of Honolulu
Officer Johnna Watson has been with the Oakland Police Department since 1992. She was a Reserve Officer for three years before being hired full time in 1995. She is currently assigned to the Office of the Chief of Police as a Public Information Officer in the Media Relations Office. She has held this position since 2011. She has worked assignments in the FTO Program, as an Internal Affairs In-Take Officer, Community Policing, Walking Beat, Bicycle Officer, Dual Purpose Motorcycle, Honor Guard, and as a Reserve, a boat operator in the Marine Unit. She has been an instructor for Firearms, Driving, Patrol Procedures, both in-service and for the Oakland Police Department Academy. She was named Reserve of the Year in 1993 and received the Department’s Medal of Merit in 2017 for her media management of the Ghost Ship Fire.
Media Relations Instructor
Captain Rebecca Albin began her law enforcement career in 2005 and her assignments have included Corrections, Investigations, Patrol and K9. She received her Bachelor of Arts Degree from San Francisco State University, her Master of Arts Degree from American Military University, completed the Women in Leadership Certificate program through Cornell University and is a POST Certified Advanced Instructor. Rebecca was the San Mateo County Sheriff’s Office’s first full time sworn Public Information Officer. She managed dissemination of information to the public and members of the media on a daily basis and maintained the Sheriff’s Office’s presence on social media. Rebecca has presented instruction on PIO and Social Media throughout the nation and her writing on the topic has been published by the International Association of Chiefs of Police.
Enrique Garcia is a retired sergeant from the San Jose Police Department with almost 29 years of full-time law enforcement experience, plus 5 previous years in the Reserve Unit. Enrique worked assignments in Patrol and the Field Training Program as an officer and supervisor, Sexual Assaults, Homicide, Robbery, and the Office of the Chief of Police managing the Media Relations Unit. Enrique is a recognized Interview & Interrogation subject-matter expert for the State of California P.O.S.T. Commission. Enrique also received an Investigative Excellence Award from California P.O.S.T. – Robert Presley Institute of Criminal Investigation for solving a complex homicide case.
Instructional style is engaging and highly effective.
—George Laing, Fire Prevention Captain, Investigator
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
It not often that you go to a training that you really, really want to pay attention to. Because of the high quality information and style of presentation, I knew that if I looked away I was going to miss out.
—Quinten Graves, Oregon State Police
This was, by far, one of the most useful training classes I've attended since becoming an investigator.
—Steven Aiello, Antioch Police Department
Your training 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 training 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
Incredible training with amazing real world instruction. I have been taking law enforcement classes for over 30 years and by far this is the best presented and most useful.
—Det. Brian Dale, Portland Police Bureau
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
Effective teaching teams! The presentation of the material was consistently interesting, and intelligent without being too intellectualized.
—Michele Keller, Deputy Probation Officer, County of Alameda
This training provided the 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
The information presented was highly relevant to my job and was presented in a manner that was organized and very easy to digest.
—Michael McGarvey, California State Prison, San Quentin