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Law enforcement agencies are operating in a fragmented media environment where public trust can be lost in minutes, and rarely rebuilt with words alone. This session offers a hard look at what’s changing in the way agencies communicate during high-pressure events, with an emphasis on how sheriffs and command staff must adapt their messaging strategies to stay ahead of the next crisis.
Part of the Future of Law Enforcement track, this presentation covers new rules of engagement with media, the evolving expectations of digital transparency, and how public trust is now shaped more by perception than policy. Participants will walk away with practical tools to manage significant events in real time, speak with authority without sounding defensive, and avoid the common missteps that often escalate already volatile situations.
Topics include:
• The anatomy of a modern media crisis
• Managing the first hour of narrative control
• Briefing strategies that de-escalate, inform, and reinforce leadership
• What to say (and what not to say) when facts are still developing
• Lessons from recent national and local incidents
• How to prepare your PIO, or serve as your own effectively when resources are thin

PRESENTERS: Robert Tufano, Media and Crisis Comms Strategist, Tufano Media

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