POLICE & FIRE IMAGE MANAGEMENT

PHOENIX -- It can be said that the image of most agencies in a democracy are managed almost entirely by the media. Just as the media print and broadcast ideas and impressions of Hollywood celebrities and public officials, so too will it put forth the image of police and fire agencies. The credo of the working journalist is to hold accountable those in positions of power, and to keep a close eye on the rights of the underdog.

Nevertheless, much of the media interpretations can be criticized as being grossly biased for the purpose
of generating controversy and sales.

As the image of law enforcement and fire service is often quite literally under the gun, it is wise for agencies to develop their own media management systems and, in so doing, offer accurate information that sheds positive light on the role of these critical agencies in our society.

Central to police, fire media and public relations is the role of a media or public relations specialist. Many modern agencies have a representative that is empowered to communicate with the public and news media. The representative tasks may involve managing coverage of the agency, monitoring public opinion, media and public event planning and answering to the public through the news media about various duties and activities.

A vital component of police and fire service work, public and media relations are first and foremost acted
out in accordance with various laws governing communications. It is important for police and fire agencies
to endeavor to improve the quality of its image in the mass media by enhancing the quality of the information provided to journalists.

In a communications age, when geographical distance is rarely felt or considered, direct communications with the public is still basic to the successful and efficient running of any agency, especially one which is constantly subject to the critical eye of the media and public at large.