Category: The Briefing Room
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📘 Is “Zero Tolerance” Messaging Still Effective? Rethinking the Tone of Public Safety Communications
Author’s Note:Over the Fourth of July weekend, I kept hearing the phrase “zero tolerance” over and over again—on the radio, in news stories, on social media: “State Police will have zero tolerance for impaired driving.”“Marine Patrol has zero tolerance for boating under the influence.” It got me thinking—not about whether impaired driving is dangerous (it Read more
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📘 When Tragedy Strikes: Why Preparedness Messaging After a Crisis Isn’t Opportunistic—It’s Necessary
Like so many of you, my heart is with the people of Texas this week.In the wake of this most recent tragedy—one that has shaken families, first responders, entire communities, and the public safety professionals who must carry its weight—there’s a national pause. A breath held. A sense of sorrow, solidarity, and reflection. As public Read more
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📘 Message Mapping 101: How FEMA’s Messaging Framework Simplifies Crisis Communication
In the chaos of a crisis, your message needs to be sharp, clear, and calm—especially when the pressure is rising and time is short. Whether you’re preparing a press conference, a news release, social media updates, or a speech, having a structured message framework can mean the difference between clarity and confusion. That’s where the Read more
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📘 Leading with Empathy: The Most Powerful Statement You Can Make in a Controversial Crisis
When controversy strikes—whether it’s a high-profile misconduct case, a tragic incident, or a hot-button issue that divides public opinion—how your organization responds defines more than your reputation. It defines your humanity. In moments like these, empathy isn’t weakness—it’s strength. It is the foundation on which trust, credibility, and meaningful resolution are built. Why Empathy Matters Read more
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📘 Why Leaders Can’t—and Shouldn’t—Do It All: The Value of a Trained PIO
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 Read more
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📘 Press Release or News Release? Why the Words We Use Matter
In public information work, precision matters. The facts we share, the way we say them, and even the labels we use on official materials help shape how our message is received. And one of the most common—and overlooked—examples of this is the difference between a press release and a news release. While the terms are Read more
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📘 Preparing Your Executives for the Media Spotlight
Your executive team may be the best at leading operations—but are they ready to lead in front of a microphone? In today’s world, executives are often called to speak during times of crisis, organizational change, or public scrutiny. What they say—and how they say it—matters more than ever. Here’s how we prepare leaders to deliver Read more
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📘 The 3-Step Messaging Filter
Your Final Check Before You Speak Whether you’re drafting a news release, briefing internal staff, or giving a live statement during a crisis — what you say and how you say it matters. Use this filter before you finalize any communication related to an incident, policy change, or high-profile correctional event. ✅ Step 1: Is Read more
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📘 Say What You Mean: The Power of Plain Language in Crisis and Strategic Communication
In moments of uncertainty—whether during a crisis, a major policy rollout, or a public briefing—people don’t need jargon. They need clarity. Using plain language isn’t about “dumbing it down.” It’s about respecting your audience’s time, stress level, and need for accuracy. It’s about cutting through the noise and delivering a message that gets heard, understood, Read more
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📘 How to Build a Crisis Communications Plan Before You Need One
Every organization is vulnerable to disruption. Whether it’s a data breach, a public safety issue, or internal misconduct, a crisis can strike fast—and escalate even faster. The key to an effective response? Preparation. A solid crisis communications plan isn’t about predicting every possible scenario. It’s about having a repeatable, reliable framework that lets your team Read more