Starting Strong as a Public Information Officer: My Advice to the New PIO

When I think back to my first few months as a Public Information Officer, I remember the uncertainty, the learning curve, and the deep desire to “get it right.” If you’re reading this as a new PIO or someone about to step into the role—congratulations. You’re about to enter one of the most demanding and rewarding fields in public service. You’re not just telling stories; you’re building trust, protecting reputations, and shaping how communities understand crisis and calm alike.

Here’s what I wish someone had told me when I was just starting out.

1. Learn the Mission—Then Communicate It Clearly
As a PIO, you’re not just speaking for your agency. You’re helping the public understand why your agency exists, how it serves, and what it’s doing for them right now. That means understanding the agency’s mission, history, leadership style, and priorities.

TIP: Write a one-paragraph mission statement in your own words. Tape it to your monitor. Use it to guide your messaging in press releases, interviews, and social media posts.

2. Build Relationships Before You Need Them
One of your greatest assets will be your relationships—with the media, with partner agencies, and especially with your internal team. Don’t wait until there’s a crisis to introduce yourself.

TIP: Make a media contact spreadsheet on Day One. Include names, emails, phone numbers, outlet details, and social handles. Set quarterly calendar reminders to send them something useful—even if it’s just a good news story from your agency.

3. Master the Tools of the Trade
Your phone is your newsroom. But you’ll need more than that. Here are a few basics every PIO should have in their toolkit:

🔧 Essential Tools:
A media contact database (Excel or apps like Muck Rack or Cision)

Templates for press releases, media advisories, talking points

A portable press kit

A social media management tool (Hootsuite, Buffer, or Meta Business Suite)

A go-bag with: phone charger, notebook, agency hat or jacket, press badge, and extra business cards

📋 Reference Sheets to Keep Handy:
Key talking points for ongoing or high-profile issues

Agency leadership bios and approved quotes

A “dark site” or emergency landing page framework

Your crisis communication plan (printed and digital)

A PIO action checklist for immediate response situations

4. Develop a Thick Skin, But Keep a Soft Heart
You’ll face criticism. You’ll be asked tough questions. Some days, you’ll wonder if anyone’s even listening. Don’t let that wear you down.

Be transparent. Be respectful. Be consistent.

Remember—someone’s trust in your agency may start with your words. Whether you’re clarifying a rumor, sharing breaking news, or celebrating a promotion, your tone matters.

5. Train Like It’s Real—Because It Will Be
There’s no “slow season” for emergencies. You need to practice like you’re in the field.

TIP: Join tabletop exercises. Simulate JIC (Joint Information Center) setups. Cross-train with other departments. Test your own comms plan. The day you think you’re over-prepared is the day you’ll be ready.

6. Keep Learning (And Stay Connected)
This job is constantly evolving. The social media platform that works today may be irrelevant next year. Media expectations will shift. Laws will change. The public’s trust will rise and fall.

Invest in your growth.

Attend PIO training. Watch how seasoned PIOs handle pressure. Follow communicators who are innovating, not just broadcasting.

Final Thoughts: You’ve Got This
You won’t always feel like the most experienced person in the room. That’s okay. What matters is showing up with clarity, calm, and credibility. Be the voice your agency—and your community—can count on.

📣 Call to Action: Don’t Wait Until It’s Too Late
When the crisis hits, it’s already too late to appoint someone as your Public Information Officer. You need someone prepared, trained, and ready to speak for your agency with clarity, confidence, and credibility.

That’s why it’s critical to plan today.

👉 Whether you need full-time support or an on-call crisis communicator, contract a PIO who can represent your agency professionally—before the cameras roll.

💼 THPR Group offers expert communications support, planning, training, and real-world PIO services. Call (765) 387-9008 to get started.

📩 The PIO Guy is here to equip, coach, and guide the next generation of communicators. Have a question or want resources? Reach out to todd@thepioguy.com.

Let’s be ready—together.