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
Lieutenant Rebecca Rosenblatt 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.
Sergeant Enrique Garcia has been with the San Jose Police Department since 1986. He was a Reserve Officer for 5 years while working as a Manager in the High Tech industry. Enrique is currently assigned to the Office of the Chief of Police as a supervisor in the Media Relations Unit. He has worked assignments in the FTO Program, Sexual Assault Investigation Unit, Homicide Unit, and in the Robbery Unit. Enrique has also received the Investigative Excellence Award, California P.O.S.T. – Robert Presley Institute of Criminal Investigation.