This fast-paced, hands-on, interactive training seminar is designed to help those involved in public safety to communicate more effectively with the news media and the public, both routinely and during times of crisis. In addition to instruction, an assortment of video clips will be presented to demonstrate both good and bad media relations incidents.
The class is conducted by Emmy Award-winning, veteran broadcast news reporter and author, Russell Ruffin, who has worked with Fox News and NBC, covering stories such as the fall of the Soviet Union, Columbine High School shootings, 9-11 Attack, Oklahoma City Bombing, as well as police and fire beats.
Crisis Communications - The Intersection of Social Media and News Media
For centuries, only the news media had the messaging tools and ability to rapidly reach out and influence vast audiences. For years now, the public has added their influence globally through the use of social media and viral videos. Learn how policing agencies and associations are effectively using Timely, Quality, Quantity information with Images to define themselves and have the facts and their perspective heard. Understanding how social media intersects with the news media is crucial to understanding how to communicate effectively today. You will learn helpful tools for what you should and shouldn't do through real life examples using social media, especially during crisis communications situations that include the news media.
Class Participation: To make the experience more realistic, a full-size television news camera will be brought into the classroom, giving all those in attendance the opportunity to practice before a LIVE camera. A variety of breaking news simulations will be run and each student will participate in interviews and news conferences before the LIVE camera, while fellow students and the instructor act as reporters, asking tough questions. Participants will be given an objective critique, along with a video of their performance on DVD.
Attendance is recommended for law enforcement, firefighters, prosecutors, emergency management personnel and other first responders. Training is designed for Public Information Officers and command/supervisory staff.
- 4-hour block on The Intersection of Social Media and News Media by Commander Mike Parker, Los Angeles County Sheriff’s Department (Retired)*
- Holding an effective news conference/interview
- Creating and distributing your own sound bites and interviews
- Keeping your media message on track
- News release writing and distribution
- Ensuring that your message gets reported
- Becoming more proactive and less reactive
- Using social media to your advantage
- Turning negative press into positive press
- Creating a more positive public image
- Managing tricky questioning
- Handling ambush interviews and investigative reporters
- Projecting the proper body language
* Mike Parker created and implemented the internal and external communications and social media strategy for the Los Angeles County Sheriff’s Department (LASD) from 2009-2014, and has been interviewed by the news media thousands of times. After 32 years of service he retired in 2017 as Commander of the LASD Personnel and Training Command, which included oversight of the social media and digital media Recruitment campaign. Over the course of his career, he has published more than 100 articles and presented at 100 conferences to policing and government officials from hundreds of agencies and 58 countries. In 2012 he received the Community Preparedness Heroes Award from the Federal Emergency Management Agency (FEMA), and in 2013 he received the Community Preparedness and Resilience Champions of Change Award from the White House. @mpLASD
Materials provided: 128-page Media Relations Guide and Workbook, as well as a video of your on-camera practice (provided on DVD).
Maximum Class Size: 40
If you have any questions, call (818) 515-1015.
Class cancellation policy:
We provide a full refund if we are given at least 14 days’ notice.
We provide a 50% refund for cancellations made between 13 and 7 days prior to the first day of the seminar.
There is no refund for cancellations made less than 7 days prior to the seminar.
Hotel Information: Hotels Near LAX Airport/LAXPD Recruitment & Training Center
Hilton Los Angeles Airport
Sheraton Gateway Los Angeles Hotel
Los Angeles Airport Marriott
Hyatt Regency Los Angeles International Airport
The Westin Los Angeles Airport
The Los Angeles Airport Police Department is not affiliated with and does not endorse these hotels.