Cook, a suburban Texas police chief and instructor, offers advice on how to craft messaging that puts law-enforcement, public-safety, and government agencies in the best light.
The author has instructed thousands of people on various aspects of media relations as a social-media guru and PR specialist. However, when he graduated from the police academy in the 1990s, there was no such communications training for officers—and certainly no multi-platformed communications landscape, as we know it today. He’s acquired a good deal of communication knowledge and experience during his many years of on-the job training, but, as the author points out, there are many law-enforcement agencies who have yet to understand the importance of a comprehensive strategy: “We continually overlook the basics of releasing facts to the public, media, and our employees. Why is that?” As such, his book is effectively a communications boot camp for cops and other agencies’ employees. It highlights everything from how to have a plan ready to go during times of crisis to understanding how officials may look on camera. Indeed, Cook excels in his thoroughness and attention to the smallest elements: “Just ensure the people in the background are not fidgeting with their phones, picking their noses, or making unpleasant facial expressions or grimaces,” he notes in a section about press conferences. Cook’s narrative tone is warm, friendly, and accessible throughout this comprehensive tutorial, and his tips on how to successfully navigate social media, branding, and image management are so thorough that they can easily be applied to enterprises outside of law enforcement and government work. The police chief also gets high marks for consistently stressing the importance of being forthright, truthful, and transparent in any messaging campaign:
“Being open and honest with negative news about the agency will build trust,” he notes.
An essential guide for any public agency who regularly communicates with the public, and one that will likely be useful for those in other fields.
