When an agency is under fire by the media and, ultimately, the public, the cringeworthy television interview of the public information officer or other department figurehead can be difficult to watch. Positive public relations is a must for public service agencies in today’s world.

The greatest media predicament facing law enforcement is failing to be prepared when the inevitable happens — the headline that pops up after an incident of notoriety. If you remember nothing else in this article, keep in mind that it’s not a matter of “if” but a matter of “when.” Thinking ahead is always a wise strategy, even when a situation appears innocuous.

While serving as the chief of a small Missouri police department a decade ago, I was well-invested in the creation of — and lobbied strongly for — a distracted driving ordinance. It was the first of its kind, as far as I know, in the state of Missouri, and I was certain it would be unfairly maligned as a “catch-all” violation.

We should also be as thorough in investigating transgressions of our own tribe. The public and media not only appreciate it but demand it.

My first action after its passage by the city council was to call a couple of area television stations. I explained its purpose to the reporters as simply and instructively as possible. One of the stations received it well — and reported fairly on the ordinance. The second reporter turned it into a “small-town uses traffic ordinances to enrich itself” story. They published the nonsense on their website, and I wasn’t happy about it. I had to do some damage control on my end. I contacted the errant reporter and demanded a change in the report, as it was unfairly inaccurate. It took some time and argument, but finally, it was corrected.

This was part one of my strategy. The second part came to fruition a year later. Not long after the anniversary of the ordinance’s adoption, I called the friendlier of the two television stations and requested a follow-up meeting with a reporter. Upon arrival, I had all the ammunition for my argument in the form of a list of municipal court cases over the past year. It showed, and I pointed out specifically, that in the entire year, we had written only seven citations for distracted driving violations, far from being a cash cow.  This, in my opinion, showed beyond the shadow of a doubt that the city had not prospered financially from the ordinance. While it may seem a small victory, it was nonetheless an important one in the larger sense. Having a plan in mind can help create a more positive outcome from a situation that could go sideways if not coordinated carefully.

While we can’t always have an exact strategy for every possible incident that can occur, we can certainly have a basic model for handling the fallout when it happens. The three steps in being preemptive in our press releases and conferences are providing an immediate press release, completing a fair and thorough investigation, and being honest with the findings.

Preemptive press releases and conferences

When a situation goes bad, the last thing any law enforcement official wants to do is stand before a throng of media types talking about it. But what is the alternative? Ignoring the situation will not make it go away. Let’s look at Polk County, Florida, Sheriff Grady Judd. His press conferences are not always opportunities to elaborate on breaking up organized crime or stopping a mass shooting. Sometimes, he reports the investigation and arrest of members of his own agency. He doesn’t hem haw, he doesn’t make excuses, he simply tells it as it is and doesn’t make apologies for his wayward employees.

As he puts it, “When you mess up, dress up, fess up and fix up.” The media respects his integrity. Get out in front of a situation and don’t hesitate to accept fault or blame when it’s due. If your agency is at fault, don’t try lying or covering up; it will almost always blow up in your face. I encourage the reader to search your favorite video media platform for Sheriff Judd’s press conferences and consider them to be the standard of what press conferences should be.

Completing a fair and transparent investigation

As law enforcement officers, we can appreciate a thorough investigation into criminal violations. We should also be as thorough in investigating transgressions of our own tribe. The public and media not only appreciate it but demand it. We need to know all the facts, the twists and turns, and the who, where, when, how and why of the situation. We need to know all the major players and their respective roles. We are to be impartial even when the facts lead us to wrongdoing by our own brothers and sisters. The official holding the press conference should be knowledgeable of the facts of the situation with a goal to never say, “I don’t know the answer to that question,” though that can happen even among the most well-versed PIO.

Being honest with the findings

Above all, we must be honest when dealing with the media. They and the public expect it. Not every situation or investigation
is going to be all flowers and honey or merely a minor mistake. Sometimes, it may even be malfeasance. It hurts to admit things that make us all look bad, but if we can’t maintain our integrity, even when the results are going to cost us, we are in the wrong line of work. Let’s bear in mind some wise words from Sheriff Judd: “…The bad news is coming, and it’s extremely important to get out in front of it before it does.”

Make a plan now while things are smooth sailing. There may not be an all-purpose template available, but the three steps listed above can determine how to handle the situation. In closing, don’t hide from it, ignore it or hold it out at arm’s length with hopes it won’t come back to haunt you. Things always have a way of coming back with a vengeance.