The Role of Public Information Officers in Business Emergencies
The Importance of Public Information Officers
Many executives may not realize that police and fire departments employ public information officers (PIOs). These officers play a crucial role in managing media relations during emergencies. Their primary responsibility is to quickly reach the scene of a crisis to handle the influx of reporters. Time and again, PIOs provide valuable media relations support to businesses facing catastrophic events.
The Role of a Public Information Officer
According to Corporal Jimmie Wideman, public information officer for the Hampton Police Division in Hampton, Virginia, PIOs have the responsibility to control access to crime scenes and quickly establish the facts of what has occurred. “The media wants information, and they want it now,” he said. PIOs work to determine what information can be released and then provide that to reporters.
When responding to incidents at businesses, PIOs seek out company managers to explain that they will handle media relations and issue statements on behalf of the company. This allows business leaders to focus on internal issues, such as employee safety and operations, while the PIO manages the public-facing communications.
How PIOs Support Businesses During Crises
Although the media will want to hear directly from the company about what happened, having a PIO on the scene provides businesses with the time needed to carefully consider their response. Instead of responding under the pressure of an emergency, companies can take a moment to prepare an interview or statement.
PIOs: Trained Professionals
Public information officers are experts in both law enforcement and public relations. For example, Cpl. Wideman joined the Hampton Police Division in 1994, working as a detective before transitioning to the public information office. He has received extensive training in media communications, press releases, public speaking, and other aspects of media relations.
Building Relationships with Local PIOs
If you’re not familiar with your local police and fire department’s public information offices, it’s a good idea to reach out and introduce yourself. Building a relationship with the PIOs can be a valuable resource in times of crisis. Cpl. Wideman also recommends connecting with your local police department’s community policing office. These offices offer valuable resources for businesses, including workshops on identity theft, workplace violence, and loss prevention.
The Benefits of Proactive Engagement
After a major crisis or emergency, businesses are often asked about their preventative measures. If a company can explain that it has proactively worked with local police departments and received specialized training, it reinforces the company’s positive and proactive image. These efforts are especially important for shaping how the public perceives the business in the aftermath of an event.
Free Services for Businesses
All of the services provided by public information officers during an emergency, as well as the specialized training from community policing departments, are free to businesses.
Conclusion: Investing in Public Relations
We recommend investing some time in learning about the resources your local police department offers. Establishing a relationship with the PIOs and utilizing community policing resources can provide significant public relations benefits, especially during times of crisis.