Why Every Police Agency Needs a Dedicated PIO

It's a common scenario: "All media inquiries should be directed to the (insert chief, sheriff, or agency head) at (insert an email address that will likely go unanswered during the height of a crisis)." It's often the first message we see from an agency that has yet to plan and prepare for the unthinkable.

With all of the unfathomable shootings that have taken place in our schools across the United States over the past few decades, there have been dozens of after-action reviews and case studies forcing us to reflect on where we have gone wrong and how we can respond more effectively. Columbine highlighted the need for immediate action, showing us we could no longer wait for SWAT teams to address an active threat. More recently, the breakdown in communication during the Robb Elementary shooting underscored the importance of a structured, coordinated communications effort—an effort that must begin the moment we are made aware of a crisis, not hours later.