Communication During Crisis
- Brendhan T. Sears
- Oct 2
- 5 min read
When Crisis Strikes, Communication is Essential
By: Chris Covelli
In today’s 24/7 media cycle, law enforcement and government agencies don’t have the luxury of
waiting hours before communicating during a crisis. Communities demand answers, and if public
officials don’t provide them, misinformation will fill the void.
That’s where crisis communication comes in. A Public Information Officer (PIO) or
spokesperson has one of the most challenging, but also most critical, jobs in public safety:
sharing timely, accurate, and compassionate information during the moments when it matters
most.
The Power of Presence and Demeanor
A PIO’s demeanor can make or break community trust. Staying calm, composed, and
professional, especially under intense scrutiny, reassures the public. Honesty, openness, and
integrity are non-negotiable. That means avoiding speculation, resisting the temptation to say “no
comment,” and correcting mistakes quickly when they occur.
Reporters will test you with tough questions. Community members may criticize, even when you
have done everything right. But a steady presence behind the microphone helps the public feel
grounded in the middle of uncertainty.
Speed Matters More Than Ever
The first social media post should come within 10 minutes or less of a critical incident. Even if
all the details are not yet known, acknowledging the situation and committing to regular updates
establishes credibility.
Key questions to answer early on:
Who is involved (agencies, number of offenders)?
What is happening (is there a threat to the community)?
When did it begin?
Where should people avoid or gather (reunification points)?
What comes next?
Delays only fuel speculation. If the media already knows something and officials withhold it, the
credibility damage can be lasting.
Social Media as the First Press Conference
Social platforms like Facebook, X (formerly Twitter), Instagram, and even TikTok are where
communities turn first for information. Agencies must meet their audiences where they are.
During a crisis, updates should go out every 15-30 minutes, even if it is just to repeat what is
known.
Backup plans are critical: Who has posting authority? Who monitors? What happens if the main
social media manager is unavailable? Having redundancy ensures that no gap in communication
occurs when it is needed most.
Collaboration is Key
A unified message is essential, especially in school related incidents. Law enforcement and
school officials should coordinate closely before releasing statements. Mixed or conflicting
messages not only create confusion but also increase public anxiety.
The Three Day Rule
In the aftermath of a crisis, messaging priorities shift quickly:
Day 1: All about the incident itself
Day 2: Focus on the victims
Day 3: Attention turns to blame
If messaging on Day 1 is inconsistent, inaccurate, or absent, the narrative on Day 3 will be far
more damaging.
Final Takeaway
Crisis communication is not about spin. It is about truth, timeliness, and trust. Communities can
handle uncertainty and even bad news, but they cannot tolerate silence, defensiveness, or
dishonesty. By planning ahead, building media relationships before disaster strikes, and
communicating clearly in the heat of the moment, agencies protect both their credibility and their
community.
Q & A
Other than social media updates, what additional duties would we expect a PIO to assume?
"A PIO is responsible for issuing press releases and conducting media interviews/press conferences to inform the community and media of events occurring."
Are there benefits to having a dedicated PIO in the PSAP, or how can 911 collaborate with the existing PIO?
"Those working within a PSAP can play a major role. They can push out information via social media (road closures, emergency messages, etc.). They should always give a heads up to the primary PIO of those messages or situations - because the media will undoubtedly reach out when they see those messages go out."
How different does this collaboration work with a consolidated center that handles multiple jurisdictions?
"It’s a little trickier in a consolidated setting, because each municipality is going to have their own rules. The benefit PSAPs have when they working with their own agency is they know what they can say and what platforms they can use to push out the messaging."
Both the public and news outlets are going to bombard the PSAP asking questions and requesting updates. Are there any metrics or statistics on how regular social media updates help mitigate unnecessary calls to an already overwhelmed PSAP dealing with the unrelated emergencies that still happen during a crisis?
"I’m not aware of any specific metrics, but what I can say is that when we effectively message via social and traditional media, we satisfy the needs of the community. When this happens, the community is much less likely to be calling into the PSAP to see what is going on. This is why it’s so essential to externally communicate effectively and efficiently!"
How does a PIO handle dealing with the news/paper media directly?
"The PIO should be available 24/7 to engage with print, radio, and television media. They have to have the trust of the CEO to message without jumping through hoops, or waiting for multiple approvals to get the message out. A PIO has to understand it’s not a 9A-5P job, it’s 24/7, and they must be available to answer questions and message effectively."
About the author: Chris Covelli began his law enforcement career in 2004 and has since served in a variety of leadership roles. Currently, he is a deputy chief in a large sheriff’s office in northeastern Illinois.
In 2015, Chris was appointed lead public information officer (PIO), a role in which he has provided critical communications during hundreds of high-profile incidents, including mass shootings, homicides, hazardous situations, and other emergencies. He also serves as the lead PIO for a regional major crime task force.
Chris is the CEO of Covelli Communications Consulting, LLC, where he provides strategic communication and training solutions to government agencies, law enforcement, and businesses. He is also an instructor for the media relations module at Northwestern University’s School of Police Staff and Command, teaches for the Illinois Law Enforcement Training and Standards Board Executive Institute, and partners with Julie Parker Communications to train public information officers nationwide.
He currently chairs the Illinois Association of Chiefs of Police Public Information Officers Section and has been a featured speaker at dozens of training conferences throughout North America. Chris resides in Cary, Illinois, with his wife, Kimberly, and their three children, Chloe, Camden, and Carsyn.
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