Early Communications Lessons from Uvalde

It’s taking a lot of time to process the abject failures involved in the heinous murders of 21 people in Uvalde, TX.?While most professionals guard against armchair quarterbacking incidents, in some cases, the errors are so egregious, early takeaways are impossible to ignore.

Thankfully, the DOJ has commissioned a review of this tragedy.?On behalf of every law enforcement communicator and leader, we can only hope the communications disaster is part of the report.?While an analysis of tactical actions of the people involved is the primary concern, the way public communication was and is being handled has only exacerbated the pain, fear, and grief long after the gunman was killed.

This seems to be happening more often.?This may be a result of our uber-connected world combined with many in law enforcement’s unsophisticated attitude toward meaningful and professional public communications.

This incident, in line with many more, should be a deafening clarion call to our profession to get with the program when it comes to best-practice communications.?Stop thinking an officer, deputy, or other untrained civilian staff member can handle ‘talking to the press’. ?Same goes for sheriffs, chiefs, directors, and others who have checked the box for ‘media training’.

There is no agency in this country that doesn’t have access to legal advice … it should be no different for communications counsel.?The communications landscape is as, if not more, demanding. ?Let me expand on three of those challenges.

Communication Is Local and Multinational

What works in one jurisdiction may not necessarily work in another. This means the words one chooses, the phrases we think will resonate with our myriad audiences may not be heard how we intended.?A comms professional’s job is to understand how words will be perceived by all audiences, not just those who support police.

Language is also important.?During a crisis, people tend to revert to their primary language – the language they speak at home.?An agency that ignores this fact, comes across as unfeeling and cold.?The United States is no longer an American melting pot, but a tapestry of many cultures.?Every agency must understand their community and how people want to be communicated with.

In addition, during a crisis, the communications efforts of an organization will be conveyed not just locally, but nationally or worldwide.?Scores of people from different backgrounds will be watching.?Any slip will be amplified exponentially. An unprepared response to a valid question can and will haunt an agency forever.

In addition, there are those malicious actors that will use a crisis to sow additional fear and discord. A communications professional is aware of this and can work to provide the best options for the method of communication, the medium, and the message.

The Law is Clear, Comms is Not

The law is the law: clean and clear.?Communications is murky and relies on the confluence of fact and emotion.?In the world of law enforcement, expressing emotion is often seen as a weakness. In the left-brain world of law enforcement, right-brain communications experts are seen as an anomaly or outlier.?Can we not see that this paradigm is important to our overall goals and mission? Having communications professionals as part of your exectuive team allows you to avoid deadly ‘group think’ which is easy enough to fall into, especially in paramilitary organizations where rank structure often prevents people from telling the incident commander or boss bad news, or that they are wrong. If you haven’t read “The Emperor’s New Clothes”, dig that 1837 classic up and read it (https://andersen.sdu.dk/vaerk/hersholt/TheEmperorsNewClothes_e.html ) .?The folktale is textbook example of where many law enforcement agencies are today.

Communication is Constant and Messy

A one-and-done media briefing or news conference is not adequate in most crises.?Many leaders wish to wait before providing information with the hopes that the entire event can be wrapped up neatly with a bow and presented with answers to every question.?Communication is messy. Any reporter or community member will tell you they would rather have a stream of bits of correct and useful information rather than waiting in excruciating silence for the whole story.?Voids will be filled – and typically with incorrect or even malicious information.

The key is releasing only what you know for a fact. Crises develop, new information comes forward.?A constant stream of intelligence is the only way to help tamp down rumors and ensure your community is getting the most accurate and timely information they need to keep their families and loved ones safe.?At the end of the day, isn’t our mission public safety? Communication plays a key role in that.

Where to from here?

Communication failures in law enforcement have many suggesting communications should come from higher in an organization – a city staff member, elected official or yes, even a governor.?We’ve seen that fail miserably. ?Anyone who is familiar with ICS knows the public information officer (PIO) position sits directly beneath the incident commander, and for right reasons. Once bad information has been released, it’s impossible to jam that toothpaste back in the tube.?

With that being said, every law enforcement agency needs to get serious about their PIO position.?Smaller agencies should network and establish mutual aid agreements to help each other with communications during crises. This means putting egos aside, and letting professionals help professionals.?As we have all learned, the actions of one reflect on the 800,000 who serve with integrity, ethics, and pride.