Leadership comes with enormous responsibility—and in today’s always-on, media-saturated environment, how you communicate is just as important as what you do. Yet many organizations, particularly small agencies or departments, still assume that the leader alone can carry the entire communications burden.
Spoiler alert: they can’t.
More importantly: they shouldn’t.
No matter the size of the organization, a trained Public Information Officer (PIO) is essential to success. From managing media inquiries and messaging to supporting the agency’s credibility and the leader’s bandwidth, a PIO is not a luxury—it’s a necessity.
1. Leaders Need Trusted, Objective Advisors
A PIO doesn’t just write news releases or post on social media. A skilled PIO serves as a strategic advisor—someone who can see the big picture, anticipate communication challenges, and offer objective recommendations when emotions are high or public scrutiny is sharp.
Too often, leaders are so close to a crisis or issue that they lose sight of how it’s being perceived. A PIO offers the critical outside-in perspective, helping leadership step back, assess risks, and make informed messaging decisions.
2. The Right Message Needs the Right Messenger
Here’s a truth that’s hard for some leaders to hear: you’re not always the best person to deliver the message. And that’s okay.
Sometimes, having a subject matter expert or your trained PIO speak on behalf of the agency brings more credibility, less emotion, and better clarity. Other times, the leader’s voice is essential—but only once the message is clear, rehearsed, and strategically positioned.
The PIO’s role is to help determine:
- Who should speak
- What they should say
- How and when to say it
It’s not about shielding the leader—it’s about protecting the message and the mission.
3. Leaders Shouldn’t Have to Do It All
Leading an agency means making high-level decisions, managing people, navigating politics, and maintaining public trust. You shouldn’t also be scheduling interviews, drafting talking points, answering media calls, monitoring social sentiment, or writing web statements.
A trained PIO:
- Handles pre-interview briefings
- Coordinates media logistics
- Manages post-event follow-up
- Prepares statements and key messages
- Monitors evolving coverage
That lets the leader focus on being the leader—and step into the spotlight only when it’s strategic to do so.
4. Small Agencies Need Comms Support Too
You don’t need to be a large department or a statewide agency to benefit from a PIO. In fact, small agencies are often under greater pressure, with tighter staffing, limited media experience, and even more personal exposure when something goes wrong.
A trained PIO—whether full-time, part-time, or on-call—can:
- Build trust with the media before a crisis hits
- Ensure accurate, timely messaging during emergencies
- Proactively tell the agency’s story every day
Small agencies don’t need more burden. They need support.
5. Communications is a Leadership Function
Being a strong communicator is part of being a strong leader—but that doesn’t mean doing it all yourself.
Hiring or designating a trained PIO shows your team and the public that:
- You value transparency
- You take public trust seriously
- You are committed to professional, strategic communication
And it shows the media that your agency is responsive, thoughtful, and built to last, not just survive.
Final Thought: Build Your Team, Build Your Trust
A trained PIO is not just a helper—they are a critical part of your leadership team.
By empowering them to handle messaging, manage media, and support your visibility, you preserve your own energy, protect your agency’s reputation, and ensure your voice is used when it’s needed most—not when it’s easiest.
And when the pressure is on, you’ll be glad you didn’t try to do it all alone.
📣 Need help training a PIO or developing a communications support model for your agency—even on a small budget?
PDR Strategies offers custom solutions, from fractional PIO support to one-on-one coaching and communications audits.
Visit PDRStrategies.com to learn more.