The Role of a Public Information Officer: A Commitment to Professionalism

April 12, 2023
Crisis Communications, Media Interviews, PIO Knowledge Base
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Introduction:
Assuming the position of Public Information Officer (PIO) within an agency brings with it great responsibility and a significant time commitment. While your work hours may align with regular administrative schedules, the demands of this role transcend the conventional Monday-to-Friday, 8:00 AM to 4:00 PM timeframe. In today’s world, where technology permeates our lives 24/7, the role of a PIO necessitates around-the-clock availability. It is crucial to remember that while it may be 6:00 PM on a Friday night, it is still only 2:00 PM on the west coast, which means calls from distant locations may come pouring in. Furthermore, as the official spokesperson for your agency, you will likely be the primary point of contact for the media during breaking news events within your jurisdiction.

24/7 Demands:
The rapidly evolving media landscape, coupled with the instantaneous nature of the internet, mandates swift responses and actions from PIOs. It is not uncommon for incidents to be broadcasted live on the internet before official notifications are disseminated. Consequently, news outlets may already have crews en route to cover the event. Thus, it is essential to establish open lines of communication with the media and ensure you are prepared to provide them with accurate information promptly. Failure to do so may lead the media to seek alternative sources, potentially compromising the accuracy and reliability of the information being reported.

Case in Point:
To illustrate this point, consider a scenario where a fellow PIO received a call from a reporter located three hours away inquiring about a mass shooting incident before being notified by dispatch. Live streams of incidents circulate on the internet for the world to see, making immediate reactions, responses, and reports essential to convey the desired message to the public. As previously mentioned in my previous blog, “The right information, to the right people, at the right time,” this timeliness is paramount. While the media prefers receiving information directly from the trusted source, the PIO, their search for information will persist if you are unavailable or unable to provide them with the required details. They may resort to interviewing witnesses or bystanders to gather information, potentially compromising the accuracy and credibility of the reports.

Importance of Backup Staff:
To ensure an effective response even during your absence, it is imperative to have trained backup staff who can step in as your alternate PIO. Understandably, it is impossible for any individual to be available 24/7, 365 days a year. Identifying and training someone to serve in this capacity is crucial for maintaining a consistent and reliable flow of information to the public.

Investing in Professional Development:
Aspiring PIOs must invest in their professional development to best serve their communities and provide exceptional service. Numerous free online training courses can serve as a stepping stone towards mastering the craft. The Emergency Management Institute (EMI), under the Federal Emergency Management Agency (FEMA), offers a range of free online courses such as IS-29 – Public Information Officer Awareness, IS-42 – Social Media in Emergency Management*, E/L 105 – Public Information Basics, and E/L 388 – Advanced Public Information Officer. Although these courses provide a solid foundation, becoming a proficient PIO requires years of study, hands-on experience, and learning from mistakes.

In addition to FEMA’s offerings, organizations like the National Information Officer Association (NIOA), FBI-LEEDA, State Homeland Security Offices, and private businesses offer various training courses for PIOs. While some of these opportunities may involve a cost, it is worth exploring potential discounts or even free training by hosting sessions in your community. Do not hesitate to inquire about financial assistance to augment your training and enhance your chances of success.

Importance of Networking:

Networking holds a paramount role in the success of a PIO. Establishing open lines of communication with local news media outlets is essential for fostering productive relationships and ensuring accurate and timely information dissemination. By building connections with journalists, reporters, and news organizations, you can position yourself as a trusted source of information during critical incidents.

Here are a few key reasons why networking is crucial for a PIO:

1. Reliable Information Exchange: Maintaining regular communication with the media allows you to share accurate and up-to-date information promptly. This helps prevent misinformation and enables the public to receive verified details from a trusted source. By nurturing relationships with journalists, you increase the likelihood of being contacted for official statements or interviews, ensuring that the public receives the most accurate information during critical situations.

2. Enhanced Crisis Communication: During emergencies or high-profile incidents, having established connections with media professionals can significantly benefit your agency’s crisis communication efforts. A strong network of media contacts can help facilitate the quick dissemination of important updates, warnings, and instructions to the public, fostering a sense of trust and confidence.

3. Collaboration and Partnerships: Networking with media professionals also opens doors for collaboration and partnerships that can enhance your agency’s public outreach efforts. By working closely with journalists and news outlets, you can jointly develop educational campaigns, public service announcements, or informational materials that effectively convey important messages to the community.

4. Media Training Opportunities: Building relationships with media representatives may lead to valuable media training opportunities for both yourself and your agency. News organizations often conduct workshops or seminars aimed at improving the understanding between journalists and PIOs. These training sessions can provide insights into media expectations, interview techniques, and crisis communication strategies, ultimately bolstering your effectiveness as a PIO.

5. Crisis Response Support: In times of crisis, having established connections with the media can be invaluable. Journalists can play a crucial role in disseminating urgent information, mobilizing community support, and raising awareness about relief efforts. By fostering positive relationships with media professionals, you increase the likelihood of their active involvement in amplifying your agency’s response and recovery initiatives.

Conclusion:
Becoming a proficient and respected PIO requires more than just mastering the technical aspects of the role. It demands the cultivation of strong relationships with the media, continuous professional development, and an unwavering commitment to providing accurate and timely information to the public. By leveraging networking opportunities, PIOs can enhance their effectiveness, strengthen crisis communication, and ultimately serve their communities with excellence. In a future blog, I will delve further into effective strategies for networking with local news media and establishing productive lines of communication.

In today’s world, transparency is vital to online success. THPR Group, a family-owned business in Anderson, IN, is here to help government agencies, businesses, and schools enhance their public relations and boost their social media footprint in the community. Are you ready to enhance your agency’s public relations and communication skills? THPR Group, with over 30 years of public safety experience, offers specialized training in public information and leadership. Our team can enhance your existing team, or we can serve as your personal and dedicated Public Relations team. Call us today for a free consultation and let us build a tailored plan for your success. Reach us at (765) 387-9008 or visit our website to learn more about our services: http://www.thprgroup.com. Let’s build stronger, more positive connections within our communities together.