​Communicating with the Media

Celina Ezpinoza dropped by to talk about effective communications with media today. Media and community communication is helpful in a robust CIT program, but can be difficult to navigate. The current climate in public safety affairs has created some animosity towards the media from public safety organizations but our communities still want to hear and see positive stories of law enforcement interaction.
 
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Here are some tips that she provided when giving interviews:

• Have another person with you to help deflect negative questions and to set you up with time to think and answer questions
• Create a fact sheet that you can distribute with information about what you are interviewing on
• You control what information is released, so plan on what you want to give
• Make sure your Personal Information Officer is well aware of  law enforcement tactics is speaking on them
• Ask for questions in advance
• Be enthusiastic about what you are saying
• Show how the story affects a wider audience
• Don’t be afraid of not talking and taking the time to think

 
On knowing your reporter:

• What is the other side of the story
• Who is pushing the story
• Ask for the reporters deadline to stay on top of the story
• If reporter bends the story release the actual accounts of the story on social media
• Have consistent procedures of when and what you release

 
On Social Media:

• You control what information goes out
• It is your side and not a biased opinion
• Direct contact with your community
• Set filters for vulgar and inappropriate language
• Be careful when allowing interns to maintain and run pages

 
Effective use of social media:

• Post pictures of agendas and things you are doing
• Put breaking alerts out so the public can see them first
• Post positive videos
• Ask others to spread your message
• Use trending # on Twitter to engage a wider audience
• Find national trend to attach your message to

 
Q: Are we bound to respond to the media and go on camera?
 
A: No. Some reporters have negative priorities and always twist stories so it may be better to not go on official record with them, but rather release your side of the story via social media. If you feel negative reactions from the public that you did not comment posting on social media can help remedy the reaction. If you know a story will hit you can try picking a reporter that you like and who is fair to share your organization’s stance on the incident.
 
 Social Media Outlets
Facebook- click here for more
Twitter- click here for more
Periscope- click here for more

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