This is part one of an on-going look on the role of public relations within the FBI and how social media is changing the game. The more I research, the more I realize the integral relationship between PR practitioners, the media and high profile cases, and its quite fascinating. Lets start by looking at Press Releases.
The FBI's Press Releases certainly extend beyond the traditional Who, What, Where, When, Why and How here. They are very specific to the limitations to the case. The wrong information, released at the wrong time in the wrong tone has the power to cause a suspect to strike out against another victim. While at the same time, if the media does not cover a suspects doings, they could very well take their crime to a heightened level to gain attention.
In general terms, Press Releases are designed around several purposes when writing for the FBI.
1. To announce a development in the case
2. To provide public safety information
3. To educate the public
4. To solicit information about the offender
5. To correct misinformation about the case
6. To encourage someone who may know the offender to come forward
Case Example:
Take the infamous BTK case for example. The BTK killer loved the media attention and communicated on a regular basis during his killing spree between 1974 and 1988. Despite disappearing in 1988, he resurfaced in 2004 by sending a new communication to the media. The FBI’s BAU (Behavioural Analysis Unit) then put forth a proactive media strategy that they utilized throughout the case up until his capture. This strategy involved using the lieutenant in charge of the investigation to provide written press releases at critical times, which resulted in 15 press releases during the course of the investigation.
This established a two way relationship with BTK and the media which eventually led to his demise. In a communication to the media, he slipped up and revealed information that led to his identification. It is thought by many that this proactive media strategy created a perceived relationship between BTK and the lieutenant and it is this relationship that weakened his sense of control, throwing him off his game, and led to a mishap in his methods that led to his capture.
Lesson learnt here: Never underestimate the power of the press release. Furthermore, never underestimate the importance of the right words, at the right time, at the right place.
2 comments:
Teresa, curious to hear how you feel this type of press release helps or hinders the perception of transparency from the FBI? I don't question the need to handle press releases this way, but wonder if it has consequences?
Consequences? Definitely. But in my opinion it is purely circumstantial. If you are writing about a criminal that seeks media attention and you don't give it, then they may kill for attention and vice versa. As for the FBI, I'd bet what they release is heavily censored, so the risk of transparency is minimal on their end.
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