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Public Relations and the FBI: Part One -The Press Release




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. 


Case Study: Public Relations and the FBI: How Social Media is Changing the Game

My friends over at the Federal Bureau of Investigation, and I say friends because Criminal Minds has become my alternate reality, call PR folks like you and I ... POI’s [Public Information Officers]. Its no Secret Agent, but I’ll take it. 


Being a creature of curiosity, I have taken it upon myself to delve into the lives of these POI’s. I expected doing PR for the FBI would be interesting, but I never realized that POI’s have the power to advance or retract a case. They are just as important and critical to the case as the Secret Agents themselves. 



What begs the question here is How has social media changed the playing field for the FBI ? Does it work for them? Or has it complicated matters beyond no end? 



Before I dare attempt to answer that, lets take a journey on how we got here, on how traditional methods of PR have been employed with the Bureau and the guidelines to follow for each. 


Stop 1: The Press Release

SOCIAL MEDIA WEEK: The Triple Treat

SOCIAL MEDIA WEEK
With Social Media Week starting in about a week, I am getting a little excited yet furious that I will be unable to attend any events. Sorry Toronto, but your lineup falls far from the tree. 
These are my top 3 events of choice to attend.
NEW YORK CITY

This was a tough one. It’s NYC. The centre of ALL the action. If I had the funds to get there I would be at every panel across the board. With SO many great panels and presentations, if I had to pick just one, it would be “Digital Culture NYC: Breaking Down the Walls” hosted by MoMa. If anyone knows how to shake things up, its NYC, and what better way to recognize that than by turning your attention inward and recognizing the role NYC has had in the social shakeup we all love oh so very much.

LONDON

Hands down, the “Tuttle Club”. The Tuttle Club is a social media cafe in London setting the bar high for the changing landscape of our typical “coffee” setup. The Way I See It: Starbucks better watch out!
BERLIN

Well, as much as we love to put it all out there and be connected and open with one another, always remember what your mama told ya, SAFETY FIRST ! That’s why my pick for Berlin is “Private In Social- Let’s Talk About Privacy” Really, I bet 1 out of 10 people understand what we are really signing up for everytime we tweet or post a pic on facebook. What you put out there doesn’t always come across the way you intend, or to whom for that matter. But hey, if you always wanted a Big Brother than skip this event :)

Go to http://socialmediaweek.org/ to find out about many other AMAZING events. What’s you number one pick?

PR Industry Bulletproof to Recession

For those of you that have it in your head that when times get tough it's us PR people that get a lovely visit from George Clooney to tell us our jobs are no longer needed... think again! Sorry ladies!
Truth of the matter is, that the recent recession has boosted the demand and reputation of Public Relations ... for the better!
According to The Economist corporate demand has never been higher.

” In contrast to other forms of marketing and media, spending on PR has increased over the past couple years. By 2013, PR spending in America will surpass $8 billion,

Why you ask? I'll tell you.
* PR is often cheaper than mass advertising campaigns
* Its impact, in the media or online, can be more easily measured
* Lead runners in the changing media landscape
* Social Media compatible
* Significant Increase in companies that need HELP

Click here to read the full story from The Economist

Photo Courtesy Paramount Pictures

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