media skills for law enforcement. “they’re here!”

Media Skills for Law Enforcement

“They’re Here!”

Effective Media Skills Slide # 3

Facts About the MediaFacts About the Media

• Not going to go awayNot going to go away

• By By notnot talking is talking is notnot going to make the going to make the reporter go awayreporter go away


Why Don’t WeWhy Don’t We

• Try to understand themTry to understand them

• How they operateHow they operate

• How they go about their businessHow they go about their business

• Then, maybe we can “Use Them”Then, maybe we can “Use Them”

– How?How?


““I Don’t Talk to the Media”I Don’t Talk to the Media”

• ““They’re a bunch of They’re a bunch of vultures”vultures”

• ““All they want to do is All they want to do is embarrass you”embarrass you”

• ““Only interested in the Only interested in the negative”negative”


But If Your Want to Get But If Your Want to Get Positive HeadlinesPositive Headlines

• Police Sweep Up Dealers!Police Sweep Up Dealers!

• 15 Arrested In Crackdown!15 Arrested In Crackdown!

• Neighbors Join Police To Clean Up Street!Neighbors Join Police To Clean Up Street!

• Tip Leads To Arrest Of Southside Rapist!Tip Leads To Arrest Of Southside Rapist!


Then We Have ToThen We Have To

• Learn to deal with the mediaLearn to deal with the media

• But rememberBut remember, we are going to do it on our , we are going to do it on our terms terms


Throw Them A BoneThrow Them A Bone

• Give them something they can useGive them something they can use

• Don’t automatically shut them outDon’t automatically shut them out

• You must occasionally “feed them”You must occasionally “feed them”

• You control the food (information)You control the food (information)


How Much to TellHow Much to Tell

• Media – Maximum information vs. minimum Media – Maximum information vs. minimum delaydelay

• Law Enforcement – Public vs. Investigative Law Enforcement – Public vs. Investigative InformationInformation

– Protecting our evidenceProtecting our evidence

– Protecting our witnessesProtecting our witnesses

– Complying with Public Records LawComplying with Public Records Law


Media’s Strange JargonMedia’s Strange JargonToday we’re going to Today we’re going to

discuss…..discuss…..• On/Off the RecordOn/Off the Record

• B-RoleB-Role

• Sound BiteSound Bite

• Not for AttributionNot for Attribution

• ColorColor

• LegsLegs

• HookHook

• SlantSlant


Is Police Media Relations A Is Police Media Relations A Game?Game?

• You bet!You bet!

• Your game skillsYour game skills

• Level the playing fieldLevel the playing field

(video)(video)


Better Media SkillsBetter Media Skills

• Better media skills does Better media skills does notnot mean that you mean that you have to give reporters everything they ask forhave to give reporters everything they ask for

• It means working toward a win-win solutionIt means working toward a win-win solution

– We (law enforcement) get to take a problem We (law enforcement) get to take a problem off the streetoff the street

– News media get to inform the publicNews media get to inform the public


The Public Wants to KnowThe Public Wants to KnowAbout Your SuccessesAbout Your Successes

• They want to support law enforcementThey want to support law enforcement

• The good news will help offset the bad news The good news will help offset the bad news that will probably happen sooner or laterthat will probably happen sooner or later

• Unfortunately some officers try to hide their Unfortunately some officers try to hide their good workgood work


Today, We See Citizens:Today, We See Citizens:

• Afraid of crime/terroristsAfraid of crime/terrorists

• Sympathetic to law enforcementSympathetic to law enforcement

• Critical of the media for being too arrogantCritical of the media for being too arrogant

• At the Same Time…At the Same Time…


The Media Sees Their Role The Media Sees Their Role As:As:

• Journal of RecordJournal of Record

• Public’s eyePublic’s eye

• Representatives of the publicRepresentatives of the public

• Responsible for telling the public what went Responsible for telling the public what went on in their communityon in their community

• ““We ask the community’s questions”We ask the community’s questions”

• ““The community is our readers / viewers” The community is our readers / viewers”


Law Enforcement Saw Its Law Enforcement Saw Its Relationship With the Media Relationship With the Media

Change in the 60'sChange in the 60's

• A more liberal press no longer accepted just A more liberal press no longer accepted just the police sidethe police side

• Police/media relations became polarized and Police/media relations became polarized and embitteredembittered

• Liberal court decisions involving the media Liberal court decisions involving the media gave little comfort to law enforcementgave little comfort to law enforcement


Prior to 1974Prior to 1974

• ““Police Secrets Rule”Police Secrets Rule”

– ConfidentialConfidential

• After 1974, the public records act (government After 1974, the public records act (government in the sunshine) changed the way we did in the sunshine) changed the way we did business with the media.business with the media.

• Chapter 119 F.S.Chapter 119 F.S.


After 1974After 1974

• State Law Introduced us to new termsState Law Introduced us to new terms

– Public Information Public Information

– Investigative InformationInvestigative Information


Five Key sections in Chapter Five Key sections in Chapter 119 F.S.119 F.S.

• Active InvestigationsActive Investigations

• Complaints Against Law EnforcementComplaints Against Law Enforcement

• 911 Recordings911 Recordings

• New Juvenile LawNew Juvenile Law

• SecuritySecurity


What is… Public What is… Public Information?Information?

Chapter 119.07 F.S.Chapter 119.07 F.S.• Time, date, location and nature of a reported crimeTime, date, location and nature of a reported crime• Name, sex, age, and address of a person arrestedName, sex, age, and address of a person arrested• Name, sex, age and address of a victim of a crime, Name, sex, age and address of a victim of a crime,

except a sexual offense or child abuse.except a sexual offense or child abuse.• Time, date, location of the incident and of the arrestTime, date, location of the incident and of the arrest• Crime chargedCrime charged• Documents given to the person arrested Documents given to the person arrested

(complaint/arrest affidavit)(complaint/arrest affidavit)


What is… Investigative What is… Investigative Information?Information?

Chapter 119.07 F.S.Chapter 119.07 F.S.• The information must be active and ongoingThe information must be active and ongoing• Must be criminal investigative/intelligenceMust be criminal investigative/intelligence• ExemptionsExemptions

– Lab testsLab tests– Reports of investigators/informantsReports of investigators/informants– Surveillance activitySurveillance activity– Ongoing criminal activityOngoing criminal activity– Anticipated criminal activityAnticipated criminal activity


Complaints Against Law Complaints Against Law EnforcementEnforcement

Chapter 112.533Chapter 112.533• Confidential until the investigation is no longer active Confidential until the investigation is no longer active or untilor until

• Agency head provided written notice to the officer Agency head provided written notice to the officer that the agency has concluded the investigation with a that the agency has concluded the investigation with a finding to either proceed or not proceed with finding to either proceed or not proceed with disciplinary action or the filing of charges.disciplinary action or the filing of charges.

• The complaint and all the information gathered in the The complaint and all the information gathered in the investigation becomes public record at the investigation becomes public record at the conclusionconclusion of the investigation or when the investigation of the investigation or when the investigation becomes inactive.becomes inactive.

• The investigation is presumed The investigation is presumed inactiveinactive if no finding is if no finding is made within 45 days after the complaint is filed.made within 45 days after the complaint is filed.


Complaints Against Law Complaints Against Law EnforcementEnforcement

Chapter 112.533 (Continued)Chapter 112.533 (Continued)• If the officer resigns prior to completion, the If the officer resigns prior to completion, the

information becomes a public record information becomes a public record unlessunless there is there is active criminal investigative information.active criminal investigative information.– DiscoveryDiscovery

• Day of Chain of Command BoardDay of Chain of Command Board– Expect media requests for any “Expect media requests for any “All PersonnelAll Personnel” ”

memos released memos released afterafter the board concludes the board concludes– Expect the media to immediately request to review Expect the media to immediately request to review

the entire case, the entire case, afterafter the board concludes. You the board concludes. You have the right to excise exempt information.have the right to excise exempt information.


911 Voice Recordings911 Voice RecordingsChapter 365.171 F.S.Chapter 365.171 F.S.

• A tape recording of a 911 call is a public A tape recording of a 911 call is a public record record afterafter deletion of the exempt deletion of the exempt information.information.

• ExemptionExemption

– Name, address, telephone number or Name, address, telephone number or personal information of a person requesting personal information of a person requesting emergency service or reporting an emergency service or reporting an emergency.emergency.


Juvenile Offender RecordsJuvenile Offender RecordsChapter 985.04 F.S.Chapter 985.04 F.S.

• After October 1, 1994, age restrictions for juveniles After October 1, 1994, age restrictions for juveniles 16 and older were eliminated.16 and older were eliminated.

• Name, photograph, address and crime or arrests are Name, photograph, address and crime or arrests are public recordpublic record– Taken into custody for a violation of law which, if Taken into custody for a violation of law which, if

committed by an adult, would be a felony orcommitted by an adult, would be a felony or– Found by a court to have committed three (3) or Found by a court to have committed three (3) or

more violations of law which, if committed by more violations of law which, if committed by adult, would be a misdemeanors.adult, would be a misdemeanors.


Security Chapter 119.07 F.S.Security Chapter 119.07 F.S.

• ExemptionsExemptions– Information relating to State Security SystemsInformation relating to State Security Systems

• RecordsRecords• PhotographsPhotographs• Audio/Visual presentationsAudio/Visual presentations• Schematic diagramsSchematic diagrams• SurveysSurveys• RecommendationsRecommendations

– Surveillance TechniquesSurveillance Techniques• Emergency response proceduresEmergency response procedures• Emergency response personnelEmergency response personnel


What Makes an Incident What Makes an Incident NewsNews

• Good news is expectedGood news is expected

• Bad news is differentBad news is different

• Tie-in to another storyTie-in to another story

• Public figurePublic figure

• Threat to public safetyThreat to public safety

• Late breakingLate breaking

• VisualVisual


How Do They Find Out?How Do They Find Out?

• Public Calls… “See News Happening… call Public Calls… “See News Happening… call us”us”

• ScannersScanners

• Call-A-RoundsCall-A-Rounds

• StringersStringers

• Dime DroppersDime Droppers


Who Decides What Gets Who Decides What Gets CoverageCoverage

• News directorsNews directors

• Managing editorsManaging editors

• TV executive producersTV executive producers

• City editorsCity editors

• Assistant editorsAssistant editors

• Assignment managersAssignment managers


Underpaid and OverworkedUnderpaid and Overworked

• They all have fantasies of becoming another They all have fantasies of becoming another Woodward and Bernstein or Tom Brokaw.Woodward and Bernstein or Tom Brokaw.

• NY TimesNY Times

• Washington PostWashington Post

• NBCNBC

• ABCABC

• CBSCBS

• FOXFOX

• CNNCNNCourtesy NBC NewsCourtesy NBC News


Print Media vs. TVPrint Media vs. TV

The main difference between the print media and The main difference between the print media and the TV media is…the TV media is…

PrintPrint

– you can deny saying ityou can deny saying it

TVTV

– they will show you denying what you said they will show you denying what you said and then, they’ll and then, they’ll replayreplay the video tape of the video tape of you saying what you just denied you said.you saying what you just denied you said.


Who Plays a Key RoleWho Plays a Key Role

• Assignment ManagersAssignment Managers

– Answer news phoneAnswer news phone

– Keep in touch with reportersKeep in touch with reporters

– Help sell your story idea to executive Help sell your story idea to executive producers/editorsproducers/editors

– Call law enforcementCall law enforcement

– Look for story ideasLook for story ideas

• (video)(video)


• TechnologyTechnology

• You must expect the media to arrive in your You must expect the media to arrive in your community soon after a news worthy incident community soon after a news worthy incident occursoccurs

SatellitesSatellitesMake Today's News Make Today's News

ImmediateImmediate


The “Jargon”… What it The “Jargon”… What it MeansMeans

• On/Off the RecordOn/Off the Record

• BackgroundBackground

• Not for AttributionNot for Attribution

• Sound biteSound bite

• TV “package”TV “package”

• LegsLegs

• ““B” RollB” Roll


Not Talking Is Not Going to Not Talking Is Not Going to Make the Reporter Go AwayMake the Reporter Go Away

• A reporter's philosophy isA reporter's philosophy is

– If your mother says she loves you, check it If your mother says she loves you, check it outout


Use Terms the Public Can Use Terms the Public Can UnderstandUnderstand

• Not ascertainedNot ascertained

• Not perpetratorNot perpetrator

• Not legal talkNot legal talk


Reporters Will Be Looking Reporters Will Be Looking for Colorfor Color

• Don't forget, their color quite often is your Don't forget, their color quite often is your evidenceevidence

• Example:Example:– There was blood all over the white shaggy There was blood all over the white shaggy

carpetcarpet– The body was moved from the bedroom to The body was moved from the bedroom to

the kitchenthe kitchen– A fingerprint was found on the broken ax A fingerprint was found on the broken ax

handlehandle


SlantSlant

• Direction of the storyDirection of the story

• Reporter will usually have quotes from other Reporter will usually have quotes from other sources on how bad the problem issources on how bad the problem is

• Don’t be afraid to ask the reporter what Don’t be afraid to ask the reporter what direction his story is goingdirection his story is going

• Never, never lie about a problemNever, never lie about a problem

• Neighborhood association presidentNeighborhood association president

– Bad answerBad answer

– Better answerBetter answer


HookHook

• Reporters will look for ways to “hook” a Reporters will look for ways to “hook” a current incident to a previous story in another current incident to a previous story in another citycity

– Chase policyChase policy

– Deadly force policyDeadly force policy

– Handcuff policyHandcuff policy

– Domestic abuse policy – “O.J. Simpson”Domestic abuse policy – “O.J. Simpson”

• Don’t play the “what if” gameDon’t play the “what if” game


Enterprise Story Enterprise Story

• An enterprise story is not to be shared with the An enterprise story is not to be shared with the reporters competitionreporters competition

– Example: “Crime Victim Starts Crime Example: “Crime Victim Starts Crime Watch”Watch”

• On the other hand…On the other hand…

• All of the media helped keep a story aliveAll of the media helped keep a story alive

– Example “Southside Rapist”Example “Southside Rapist”


ControversyControversy

• Reporters will always be on the lookout for Reporters will always be on the lookout for controversycontroversy

• Don’t be the one to provide itDon’t be the one to provide it

• Always think before you speakAlways think before you speak

• Don't get “Don't get “jammedjammed” thinking the reporter's job ” thinking the reporter's job is to make you look goodis to make you look good

• Your case closures, reduction in neighborhood Your case closures, reduction in neighborhood crime and arrests will do thatcrime and arrests will do that


Pink ElephantPink Elephant

• If you don’t want to see it in print,If you don’t want to see it in print,

– Don’t draw attention to it……Don’t draw attention to it……

– Don’t bring it up, because once you do, Don’t bring it up, because once you do, it’s like a pink elephantit’s like a pink elephant


Never ForgetNever Forget

• You are not the storyYou are not the story

• The incident is the storyThe incident is the story

• The reporter’s thinking:The reporter’s thinking:

– Why am I here?Why am I here?

– How much time do I have?How much time do I have?

– How much play is this going to get?How much play is this going to get?


It’s OK to Ask Reporters:It’s OK to Ask Reporters:

• It is within your rights to ask the reporter to go It is within your rights to ask the reporter to go back over his/her notes if you feel the reporter back over his/her notes if you feel the reporter didn't fully understand your responsedidn't fully understand your response

• You can usually tell if the reporter doesn’t You can usually tell if the reporter doesn’t fully understand the subject being discussedfully understand the subject being discussed


Watch Out For:Watch Out For:

• Some reporters have been known to play Some reporters have been known to play officers off one anotherofficers off one another

• Example:Example:

– ““I spoke to__________ and he said ______”I spoke to__________ and he said ______”

– ““No, that’s not true, it happened this way”No, that’s not true, it happened this way”


When a Reporter Has Asked for an When a Reporter Has Asked for an Interview on a Particular SubjectInterview on a Particular Subject

• Always have all the subject matter experts sit Always have all the subject matter experts sit in on the interviewin on the interview

– Crime prevention expert on environmental Crime prevention expert on environmental designdesign

– Traffic investigatorTraffic investigator

• This will eliminate the potential of the reporter This will eliminate the potential of the reporter calling others for conflicting statementscalling others for conflicting statements

– He said, she saidHe said, she said

– This is a must in major investigationsThis is a must in major investigations


Don’t ForgetDon’t Forget

• It’s your interviewIt’s your interview

• Have 2-3 “Have 2-3 “KeyKey” messages clearly in your mind ” messages clearly in your mind before you start talkingbefore you start talking

• It’s OK to repeat “It’s OK to repeat “KeyKey” messages” messages


Be Careful of the Telephone Be Careful of the Telephone InterviewInterview

• It’s always best to look the reporter in the faceIt’s always best to look the reporter in the face

– That way you can tell if you’re clearly That way you can tell if you’re clearly explaining your topic and does the reporter explaining your topic and does the reporter understand youunderstand you

• Does he/she have a quizzical look on their Does he/she have a quizzical look on their face?face?

– You can’t see that over the phoneYou can’t see that over the phone

• A quick fact over the phone is okA quick fact over the phone is ok


When Being InterviewedWhen Being Interviewed

• Be careful not to let the reporter get you into Be careful not to let the reporter get you into the the danger zonedanger zone

• You always want to keep your interview at a You always want to keep your interview at a conversation levelconversation level

• Know your tension level and work to lower Know your tension level and work to lower your your anxiety levelanxiety level


When Doing a TV InterviewWhen Doing a TV Interview

• Look at the reporter, not the cameraLook at the reporter, not the camera

• It is always more natural to respond to a It is always more natural to respond to a person and you will come across better to the person and you will come across better to the viewerviewer

• The photographer may be moving around and The photographer may be moving around and you will be distracted if you try to watch himyou will be distracted if you try to watch him

• Stand and talk naturally, not stiffStand and talk naturally, not stiff

• Always assume the camera is on, all the time.Always assume the camera is on, all the time.


Be AwareBe AwareThat Reporters May Ask a That Reporters May Ask a

QuestionQuestion• Then leave the microphone in front of you, Then leave the microphone in front of you, hoping you will keep talking and talking and hoping you will keep talking and talking and talkingtalking

• ““Hot Mike” trickHot Mike” trick

• Don't ramble, especially on cameraDon't ramble, especially on camera

• Rambling leads to “they took me out of Rambling leads to “they took me out of context”context”

• Think ten second sound biteThink ten second sound bite

– Remember, this takes practiceRemember, this takes practice


Learn How to “Bridge”Learn How to “Bridge”

• The fact is…The fact is…

• The real question is…The real question is…

• The truth of the matter is…The truth of the matter is…

• What’s more important is…What’s more important is…


No CommentNo Comment

• Saying “No Comment” and walking away Saying “No Comment” and walking away from the camera presents a picture that the from the camera presents a picture that the public often identifies with criminalspublic often identifies with criminals

• Not responding or being evasive will give the Not responding or being evasive will give the impression that the incident is more important impression that the incident is more important than it really isthan it really is

• Why not try something to the effect:Why not try something to the effect:– ““I'm sorry, it's too early in the investigation I'm sorry, it's too early in the investigation

to discuss your question. Hopefully I can to discuss your question. Hopefully I can have something for you in the next hour.”have something for you in the next hour.”


Your Department Will Be Your Department Will Be PerceivedPerceived

by Your Attitude on Cameraby Your Attitude on Camera

• Be careful not to come across as hostile or Be careful not to come across as hostile or defensivedefensive

• That will only confirm what some of the That will only confirm what some of the public has read about law enforcementpublic has read about law enforcement

• Think perceptionThink perception


Media Loves VictimsMedia Loves Victims

• Reporters see their mission to be on the side of Reporters see their mission to be on the side of the “little guy,” the “Average Joe”the “little guy,” the “Average Joe”

• Neighborhood victimized by burglaries, drugs, Neighborhood victimized by burglaries, drugs, auto theftsauto thefts

• Show officers helping rid neighborhood of a Show officers helping rid neighborhood of a community problemcommunity problem


Show and TellShow and TellWhat You're Doing to Fix the What You're Doing to Fix the

ProblemProblem• Provide the opportunity Provide the opportunity to showto show the the

neighborhood and you working on the neighborhood and you working on the problemproblem

• Especially with TV, you must think Especially with TV, you must think visualvisual. . Example:Example:

– Officers writing traffic tickets after Officers writing traffic tickets after neighborhood complains about speedingneighborhood complains about speeding

– Think visualThink visual

videovideo


Good QuotesGood Quotes

• Say what makes a good quoteSay what makes a good quote

• Reporters are always listening for good quotesReporters are always listening for good quotes

• ““Will it work in my story?”Will it work in my story?”

– Example:Example:

“ “The officer obviously saved the life of The officer obviously saved the life of the woman.”the woman.”

videovideo


Crime SceneCrime Scene

• It's important to tape off two (2) crime scenes, It's important to tape off two (2) crime scenes, (inner and outer)(inner and outer)

• This will give supervisors, PIO, CPO an area This will give supervisors, PIO, CPO an area away from the media to discuss the away from the media to discuss the investigation and what is to be releasedinvestigation and what is to be released

• You need time to get your thoughts together You need time to get your thoughts together before making any statementsbefore making any statements


A Reporter Doing a Stand-up at a A Reporter Doing a Stand-up at a Scene Creates the Perception:Scene Creates the Perception:

• I'm at the scene and know what I’m talking I'm at the scene and know what I’m talking aboutabout

• You, as the officer, detective or CPO, will also You, as the officer, detective or CPO, will also be seen as the expertbe seen as the expert

• You give credibility to the storyYou give credibility to the story

• They need youThey need you


Reporters: at a SceneReporters: at a Scene

• Will be working the neighborhood, including:Will be working the neighborhood, including:

– Talking to the same witnesses or observers Talking to the same witnesses or observers as the officersas the officers

• Don't assume they won'tDon't assume they won't

• News photographers will be taking many News photographers will be taking many pictures or video to tell “the story”pictures or video to tell “the story”


The National MediaThe National Media

• Will always be more aggressive, more hostileWill always be more aggressive, more hostile

• They don't worry about getting information They don't worry about getting information from you the next dayfrom you the next day

– They have gone back to New York, Atlanta They have gone back to New York, Atlanta or Miamior Miami

• The local reporters have to work with youThe local reporters have to work with you

– They need your helpThey need your help


When You Don’t KnowWhen You Don’t Know

• Don't be afraid to say “I don't know, but I will Don't be afraid to say “I don't know, but I will find out and get back with you”find out and get back with you”

• Don't make-up something just to make Don't make-up something just to make yourself look smartyourself look smart

– This tactic is guaranteed to blow-up in your This tactic is guaranteed to blow-up in your faceface

• Never, never try to “wing it”Never, never try to “wing it”

• Never, never lieNever, never lie


Don’t be PressuredDon’t be Pressured

• Don't be pressured into making a statement if Don't be pressured into making a statement if you are not readyyou are not ready

• Always get your facts togetherAlways get your facts together

• There should be an initial statement, followed There should be an initial statement, followed by several updatesby several updates


Reporters Will Always Ask Reporters Will Always Ask QuestionsQuestions

That You Don't Want to AnswerThat You Don't Want to Answer

• Don’t get mad at the reporters for asking tough Don’t get mad at the reporters for asking tough questions. They are only doing their jobquestions. They are only doing their job

• Don't get mad and play into their handDon't get mad and play into their hand

– This will provide color for their storyThis will provide color for their story


Tough QuestionsTough Questions

““I don’t have an answer for you at the moment. I don’t have an answer for you at the moment. Let me think about it and then I’ll respond. OK, Let me think about it and then I’ll respond. OK, next question”next question”


Stay CoolStay Cool

• Some interviewers deliberately seek to Some interviewers deliberately seek to provokeprovoke

• Don’t take it personallyDon’t take it personally

• It’s just a technique to elicit more colorful It’s just a technique to elicit more colorful information or controversial quotesinformation or controversial quotes

• Work on staying calm and unemotionalWork on staying calm and unemotional

• Don’t Don’t youyou become the story become the story


Don't Answer for Someone Don't Answer for Someone ElseElse

• ““I didn't hear (the Chief/Sheriff) say that, I didn't hear (the Chief/Sheriff) say that, therefore I can't respond. It would be therefore I can't respond. It would be improper for me to assume what he meant.”improper for me to assume what he meant.”


If the Reporters Get Only One SideIf the Reporters Get Only One SideYou'll Read Only One SideYou'll Read Only One Side

• ““Ambush Interview”Ambush Interview”• It’s always best to get your side out firstIt’s always best to get your side out first• You set the tone of the story, not the other sideYou set the tone of the story, not the other side• Be careful on a potentially embarrassing Be careful on a potentially embarrassing

situation. Example:situation. Example:– When a reporter wants you to look at a news When a reporter wants you to look at a news

photo and then asks for your reactionphoto and then asks for your reaction• Always think before you respondAlways think before you respond• Colorful quoteColorful quotevideo video


I Never Thought It Would HappenI Never Thought It Would Happento me!to me!

• It's important to recognize that negative news It's important to recognize that negative news can occur in any patrol zone or CPA at any can occur in any patrol zone or CPA at any time, day or nighttime, day or night

• Will you be ready when the media arrives?Will you be ready when the media arrives?– Who speaks?Who speaks?– Have a planHave a plan– Have a backup Have a backup

• The first step to better media skills is to The first step to better media skills is to recognize the above statementrecognize the above statement

videovideo


SometimesSometimesYou Have to Tell It Like It IsYou Have to Tell It Like It Is

• A key to earning and retaining credibility with A key to earning and retaining credibility with the media is to take the bitter with the sweetthe media is to take the bitter with the sweet

• Understand that bad news is good news to Understand that bad news is good news to editorseditors

• They know that bad news is more avidly read They know that bad news is more avidly read than good newsthan good news


Unfavorable SituationsUnfavorable Situations

• The best way for handling bad news is to The best way for handling bad news is to get it get it out of the wayout of the way and prevent it from becoming a and prevent it from becoming a bigger or continuing news storybigger or continuing news story

• The best policy is to respond forthrightly to The best policy is to respond forthrightly to questions, with emphasis on plans for remedial questions, with emphasis on plans for remedial actionaction

• Avoid “New Evidence Uncovered”Avoid “New Evidence Uncovered”

• Be careful of an apology. Legally it is an Be careful of an apology. Legally it is an “admission against interest”“admission against interest”

• Work with your legal officerWork with your legal officer


Always be Pro-active When Always be Pro-active When DealingDealing

With the Media on a Sensitive With the Media on a Sensitive IssueIssue• Don’t wait to be asked for a particular report Don’t wait to be asked for a particular report

or statementor statement

• It’s always less impact if you release it firstIt’s always less impact if you release it first

• The reporter can’t say to his editor, look what I The reporter can’t say to his editor, look what I discovered, making it an even bigger storydiscovered, making it an even bigger story

• Remember, you are not the storyRemember, you are not the story

• The story is the incidentThe story is the incident


Speed is Key to Resolving Speed is Key to Resolving Your PR NightmareYour PR Nightmare

• Longer the situation drags on unresolved, the Longer the situation drags on unresolved, the greater the damage and harder it will be to fix.greater the damage and harder it will be to fix.

• Investigate, yes, but start talking, not Investigate, yes, but start talking, not stonewalling.stonewalling.

• Example: “Our DUI squad has an outstanding Example: “Our DUI squad has an outstanding record. The facts show that DUI arrests are up record. The facts show that DUI arrests are up compared to a year ago.”compared to a year ago.”

• Show public that you are working on the Show public that you are working on the problem.problem.


It’s Ok to ComplainIt’s Ok to Complain• Best wayBest way

– Call the reporter firstCall the reporter first– Ask for a correction or retractionAsk for a correction or retraction– Do as soon as possible-in person/telephoneDo as soon as possible-in person/telephone– Explain why you’re concernedExplain why you’re concerned– ““I know you want to be accurate”I know you want to be accurate”– Give credit where credit is dueGive credit where credit is due– Don’t threaten! Remember, it’s on the recordDon’t threaten! Remember, it’s on the record– Listen to the reporter’s responseListen to the reporter’s response– Ask a third party if you’re being too thin-skinned. Ask a third party if you’re being too thin-skinned.

Your PIO can help.Your PIO can help.


Not SatisfiedNot Satisfied• Next Step:Next Step:

– Contact the editor or news director and also let the Contact the editor or news director and also let the reporter knowreporter know

– Explain the problem and results of your discussion Explain the problem and results of your discussion with the reporterwith the reporter

– Be calm and analyticalBe calm and analytical– Ask if others have complainedAsk if others have complained– Expect the editor/news director to defend the Expect the editor/news director to defend the

reporterreporter– Don’t expect correct action on the spotDon’t expect correct action on the spot– Listen to the editors/news directors feedbackListen to the editors/news directors feedback– Continue to make it clear what you expectContinue to make it clear what you expect


Still Not SatisfiedStill Not Satisfied• Other Means:Other Means:

– Put your complaint in writingPut your complaint in writing

• list all your factslist all your facts

• who you have talked towho you have talked to

• what their responses werewhat their responses were

– Send copies to other media and local law enforcementSend copies to other media and local law enforcement

– Try to get other reporters to do a storyTry to get other reporters to do a story

– Always leave the door open for further discussions and Always leave the door open for further discussions and corrective actioncorrective action

• In the futureIn the future

– Tape interviewsTape interviews

– Have a third party presentHave a third party present

– Provide written responsesProvide written responses


A COPS Show of Your OwnA COPS Show of Your Own

• Taking advantage of Cable TVTaking advantage of Cable TV

• Federal Cable Act of 1984Federal Cable Act of 1984

• Cable companies must provide public accessCable companies must provide public access

• Franchise agreements varyFranchise agreements vary

• Public vs. Government Access ChannelPublic vs. Government Access Channel


A COPS Show of Your OwnA COPS Show of Your Own

BenefitsBenefits

• An opportunity to promote your unit’s good An opportunity to promote your unit’s good workwork

• You control the contentYou control the content

• More than a 60 second sound biteMore than a 60 second sound bite

• PositivePositive

• Message delivered to 50,000 – 100,000 homesMessage delivered to 50,000 – 100,000 homes

videovideo


Understand That the MediaUnderstand That the Mediaand Law Enforcement Aren’t and Law Enforcement Aren’t

PartnersPartners• They arrive at the crime scene with different They arrive at the crime scene with different purposespurposes

• Reporters must remove themselves from the Reporters must remove themselves from the eventevent

• Law enforcement cannot remove themselves Law enforcement cannot remove themselves from the eventfrom the event

• Even the appearance of taking sides, however Even the appearance of taking sides, however casual or well intentioned, will erode the casual or well intentioned, will erode the media’s credibility and public skepticism of media’s credibility and public skepticism of law enforcementlaw enforcement


Don’t Try to GetDon’t Try to GetBuddy-Buddy with the PressBuddy-Buddy with the Press

• A friendly and productive relationship can be A friendly and productive relationship can be developed without going overboarddeveloped without going overboard

• In fact, many reporters will resist too chummy In fact, many reporters will resist too chummy a relationship to avoid impairing their own a relationship to avoid impairing their own objectivityobjectivity


Resist the Ego TripResist the Ego Trip

• It’s always fun to see yourself featured and It’s always fun to see yourself featured and quoted in the mediaquoted in the media

• Remember the best publicity is what advances Remember the best publicity is what advances the department as a wholethe department as a whole

• Personal gratification should be a pleasant by-Personal gratification should be a pleasant by-productproduct


Remember…Remember…

In working with the media…In working with the media…

– ““It’s important for everyone to recognize the It’s important for everyone to recognize the fact that “you are a member of law fact that “you are a member of law enforcement and… enforcement and… cannot, not cannot, not communicatecommunicate.” .”


PerceptionPerception

• Perception is Everything!Perception is Everything!

– Be conscious of how your operation or Be conscious of how your operation or effort is perceived.effort is perceived.

– If the public doesn’t perceive itIf the public doesn’t perceive it, then it , then it doesn’t make any difference what you’re doesn’t make any difference what you’re doing. doing.


Don't Forget the Best PolicyDon't Forget the Best Policy

It's on the record It's on the record All The TimeAll The Time

William G. DonielSt. Petersburg Police

DepartmentRetired Division Chief

media skills for law enforcement. “they’re here!”

Documents

media change

streetnews media

police media relations

law enforcementtheyre

state law

law enforcementcritical

solutionwe law enforcement

law enforcementthe good