Mastering the Media Scramble – How PIOs Can Handle Breaking News Effectively

When breaking news hits, public information officers face intense pressure to respond while maintaining accuracy. Your role demands split-second decisions about what to share, when to share it, and how to manage the flood of media requests. Success requires a combination of preparation, process, and practiced skills.

The First 30 Minutes Matter Most

The initial response period shapes public perception and media coverage. Start by gathering verified facts from incident commanders and subject matter experts. Don’t speculate or fill information gaps with assumptions. Create a holding statement that acknowledges the situation and commits to providing updates.

Your immediate checklist should include:

• Contact your agency leadership
• Activate your crisis communications team
• Establish contact with the incident command
• Set up monitoring for traditional and social media
• Draft and distribute a holding statement
• Create a media inquiry log

Set Up Your Command Post

Transform your workspace into an efficient news operation center. Designate separate phone lines for media calls and internal communications. Create a shared document to track media inquiries and responses. Assign team members specific roles: media monitoring, social media updates, statement drafting, and query response.

Physical setup considerations:

• Multiple screens for media monitoring
• Dedicated space for briefing preparation
• Private areas for sensitive calls
• Technology backups (phones, laptops, wifi hotspots)
• Basic supplies (notepads, charging cables, water)

Manage Media Expectations

Tell reporters exactly when you’ll provide updates. Set clear boundaries about access to incident scenes or officials. If you don’t have an answer, say so directly and explain when you expect to know more. Clear boundaries build credibility and reduce pressure from constant media calls.

Media management strategies:

• Create a media update schedule and stick to it
• Maintain a current media contact list
• Track reporter deadlines
• Note specific areas of interest for different outlets
• Keep a record of what information has been shared with whom

Document Everything

Record every statement, media interaction, and decision. Those recordings can be valuable in helping to maintain message consistency and provides a reference for after-action reviews. Keep timestamped notes of:

• Released statements
• Media queries and responses
• Social media posts
• Updates from Incident Command
• Changes in situation status
• Resource requests and allocations
• Staff assignments and shift changes

Control the Message Flow

Release information in measured updates rather than a constant stream. A measured release gives you time to verify facts and maintain quality control. Schedule regular briefings at set times to help reporters meet deadlines while reducing ad-hoc requests.

Message control techniques:

• Develop key messages and stick to them
• Create fact sheets for complex topics
• Use bridging statements when needed
• Prepare spokespersons with talking points
• Anticipate and prepare for tough questions
• Monitor message penetration and adjustment needs

Social Media Strategy

Monitor social conversations about the incident. Correct misinformation quickly, but don’t engage in arguments. Post updates simultaneously across all platforms to maintain consistency. Use your channels to direct media and the public to official information sources.

Digital response tactics:

• Set up keyword monitoring
• Create pre-approved hashtags
• Prepare template responses for common questions
• Establish approval processes for real-time responses
• Track trending topics related to the incident
• Document reach and engagement metrics

Build Your Infrastructure Before Crisis Hits

Preparation makes the difference between scrambling and executing:

• Develop relationships with key media contacts
• Create templates for common crisis scenarios
• Build a reliable notification system
• Train backup personnel
• Test your crisis plan regularly
• Maintain updated media lists
• Create pre-approved message libraries

Handle Information Gaps

When you lack complete information:

• Explain what you know and what you’re working to confirm
• Set clear expectations about when more details will be available
• Provide context about why some information isn’t yet available
• Share your verification process
• Maintain transparency about limitations

Learn from Each Event

After the incident, review your response. What worked? What didn’t? Update your crisis communications plan based on lessons learned. Share insights with your team to strengthen future responses.

Conduct a thorough after-action review:

• Analyze message effectiveness
• Review response timing
• Assess resource allocation
• Evaluate team performance
• Identify technology gaps
• Update contact lists and procedures
• Document lessons learned

The difference between chaos and control often comes down to preparation and process. Establishing clear protocols before incidents occur enables you to handle breaking news effectively while maintaining public trust. Your ability to manage information flow during crises directly impacts public safety and agency credibility.