Giving a press conference after an Active Shooter incident requires careful communication, empathy, and strong leadership. Here are some rapid tips to help a Police Chief/PIO deliver an effective press conference under these difficult circumstances:

1. Preparation is Key:

• Gather accurate information: Ensure you have the most up-to-date and accurate information about the incident, casualties, and law enforcement response. 
• Collaborate with your team: Coordinate with your public relations team, legal advisors, and relevant personnel to ensure a cohesive message. 

 

2.  Show Empathy and Compassion: 

• Acknowledge the tragedy: Express sincere condolences to the victims’ families, the community, and anyone affected by the incident. 
• Be compassionate: Demonstrate genuine concern for the well-being of those impacted by the incident. 

 

3.  Stay Calm and Composed: 

• Maintain a steady demeanor: Project a calm and composed presence to instill confidence in your leadership and the law enforcement response. 
• Control emotions: While empathy is important, avoid displaying too strong, emotional reactions that might detract from the message. 

 

4.  Stick to the Facts: 

• Avoid speculation: Share only verified information and avoid speculating about motives or details that are not confirmed. 
• Address misinformation: If there are inaccuracies circulating in the media, politely correct them with accurate information. 

 

5.  Communicate Clearly: 

• Use plain language: Speak in clear, concise terms that are easily understood by both the media and the public. 
• Avoid jargon: Minimize technical terminology that might confuse or alienate your audience. 

 

6.  Outline the Law Enforcement Response: 

• Highlight actions taken: Explain the law enforcement response, including the timeline of events, steps taken to neutralize the threat, and any ongoing investigations. 
• Praise officers’ efforts: Acknowledge the bravery and professionalism of law enforcement personnel who responded to the incident. 

 

7.  Address Public Safety Measures: 

• Explain community safety: Describe any safety measures being implemented in response to the incident to reassure the public. 

 

8.  Express Confidence in the Investigation: 

• Emphasize thoroughness: Reassure the public that a comprehensive investigation is underway to uncover all pertinent details. 
• Pledge transparency: Commit to sharing information as it becomes available without compromising the investigation. 

 

9.  Share Available Resources: 

• Offer support: Mention available resources for victims’ families, survivors, and community members, such as counseling services and helplines. 

 

10.  Prepare for Questions: 

• Anticipate inquiries: Prepare for a range of questions, including those about motives, security measures, and law enforcement protocols. 
• Stay on message: Bridge back to key points when questions veer off-topic. 

 

11.  Call to Action (CTA): 

• Utilize a Call to Action for the viewers: Example – Asking witnesses to come forward. 

 

12.  Express Unity and Resilience: 

• Highlight community strength: Emphasize the community’s ability to come together and support one another in times of crisis. 

 

13.  Thank First Responders and Collaborators: 

• Express gratitude: Recognize the efforts of all first responders, partner agencies, and community members who assisted during the incident. 

 

14.  Conclude with a Message of Hope: 

• Inspire unity: Conclude by emphasizing the community’s resilience and determination to overcome adversity together.