Media Alert! 10 Tips on How to Be Prepared for Reporters
Part 1 of a 2-part series from Calibre Press | calibrepress.com
In this first installment, we’ll share the first 5 of 10 pieces of valuable advice law enforcement media consultant Penny Parrish shares for handing the media and avoiding behavior that can ultimately cause problems for you and your agency.
Penny begins…
At some time, every police officer will have a run-in of some kind with the media. Chiefs and sheriffs may hold news conferences on major events, but they’re usually not around when the reporters pull up at the scene of a robbery or most homicides. But you are, and you’re in charge of securing the scene while someone from Channel 2 is sticking a camera and microphone in your face. What should you do?
Even if your agency has a public information officer, you are likely to have a camera aimed at you at some point in your career. You’d best know how to handle the situation. Here are 10 practical tips for dealing with the media. They apply to both large and small agencies.
1. Be “camera smart.” Cameras are everywhere these days. Do not assume that since you don’t see a camera, one is not taping your every move. Some are being held by ordinary citizens; some by news photographers. Many TV stations buy amateur video of news events and run them on their news shows. Cameras are so sophisticated now, they can be held in the palm of a hand and shot under low-light conditions, almost in virtual darkness. But they should not dictate an officer’s actions. That’s the realm of department regulations and the U.S. Constitution. Keep in mind, however, you may need to justify your behavior to your superiors, and the viewing public, if it appears on the news.
2. Notify your supervisor if you believe something “negative” has been captured on camera. If the media has a “good picture,” they’re going to run it no matter what. But too many times officers and administrators wait until the story has aired or has been printed before making any comment. That puts you on the defensive. If the matter is addressed up front, the video or picture will still appear, but the story will include the police perspective of what happened and why. Your actions may still be questioned, but at least you have a chance to tell your side of the story. It’s much easier to deal with the negative publicity in the beginning than to be accused of a cover-up.
3. Never say “no comment.” This has become a mark of guilt. Learn to say the same thing in a more creative and positive way. If a reporter asks if your city has a serial killer on the loose, you might respond, “We are just beginning our investigation.” You haven’t given away any information that is crucial to the case and you don’t sound like you’re hiding anything. If you’re questioned about murder weapons, tell the media that the identification unit is still working the scene or hasn’t arrived yet. You’re responding in a positive way; you’re just not giving out information.
4. Always explain why. If asked to provide information, and you can’t or won’t give it out, explain why. In most cases you need to limit the flow of information for the integrity of the investigation. Explain that. There’s a big difference between saying, “I won’t answer that” and “I can’t answer that because all information needs to come from headquarters.” Neither one gives the media what they want, but it makes the rejection more palatable. You’ll also appear much better on TV with the second approach, as you give the impression of wanting to comply but being unable to do so.
5. Learn to say, “I don’t know.” When you have just arrived at a crime scene and the reporters are on your heels wanting to know who was killed, how they died, when they died, and who did it, face them and tell them you don’t know. Emphasize that you’ve only been there a few minutes longer than they have and that there is no information yet. “I don’t know” may frustrate the media, but it’s an honest answer that won’t get you in trouble, especially under the stress you are probably feeling. You will probably be questioned about when and where further information will become available. Be able to direct them somewhere so they can get updates from someone in charge.
