Let’s face it — most of the time the media calls, it’s not for something good.
A disturbance.
A death.
An escape.
A lawsuit.
That’s the nature of the news cycle, especially in corrections. But that doesn’t mean your agency should only speak during a crisis. In fact, if you want to shape public understanding of the work you do — and earn the trust of your community — you need to be just as prepared to share what’s going right.
That means having positive news releases ready to go — and releasing them regularly.
📣 Good Stories Deserve a Microphone Too
Corrections professionals know what the public often doesn’t: incredible work happens behind the walls every day. Education programs, successful reentry preparation, trauma recovery groups, inmate peer mentors, vocational trades, addiction treatment, and volunteerism.
Those stories are powerful. And they’re underrated tools of credibility.
🧠 Why It’s Strategic to Keep Positive Releases on Deck
✅ 1. Balance the Narrative
The media may default to conflict and crisis. But when you regularly release stories about positive programming, the public begins to understand that your department is about more than containment — it’s about rehabilitation.
✅ 2. Build Community Support
When a local paper covers the volunteer work of transitional inmates at a food pantry, or a GED graduation at the women’s facility, the community starts to see corrections as a partner in public safety — not just punishment.
✅ 3. Boost Staff and Inmate Morale
Your staff work hard to support change. When their efforts are publicly recognized, it reinforces pride, professionalism, and purpose. And for participants in programs, media coverage can be a powerful validation of progress.
✅ 4. Soften the Ground for Future Crises
Agencies that communicate well during the good times build trust before the bad ones hit. If the only time the public hears from you is when something goes wrong, their perception will follow.
✍️ What Types of Stories Should You Be Ready to Share?
Here’s a list of newsworthy “evergreen” stories every PIO or communications team should have queued up or pitchable at any time:
- 🎓 Education Outcomes: GED or vocational certificate graduations
- 🧠 Reentry Classes: Financial literacy, parenting, trauma recovery, workforce prep
- 🧵 Vocational Training Success: Carpentry, auto repair, culinary, or sewing programs
- ❤️ Community Giveback: Inmates volunteering with shelters, disaster response prep, food drives, or community cleanups
- 🧑🤝🧑 Peer Support Programs: Inmate-led recovery or mentorship initiatives
- 🐾 Therapy and Animal Programs: Dog training, therapy animals, etc.
- 🎨 Art and Expression: Inmate-created murals, writing competitions, or public exhibits
These don’t have to be long or flashy. A two-paragraph release with a good quote and a photo can go a long way.
📎 Pro Tip: Build a “Positive Story Bank”
Don’t wait until you’re scrambling. Instead:
- Create a folder or spreadsheet to track success stories
- Assign staff to gather testimonials, quotes, or stats from programs
- Pre-write short releases about standout programs
- Keep evergreen pieces ready to drop during slow news periods
🧩 Your Facility is More Than the Worst Day on the News
Every facility has stories worth telling — and not just the stories that make headlines in a crisis. When you control the message, you shape the narrative. Positive stories don’t erase the challenges of corrections. But they reveal the humanity, the progress, and the purpose behind the uniform.
🚀 Ready to Build a Proactive Messaging Plan?
Corrections Communicated offers:
- 🎓 Staff training on storytelling and media pitching
- 🛠️ Content calendars and messaging toolkits
- 🤝 Coaching for PIOs and agency executives on public engagement
Let’s make sure your department is known for more than the bad days.
📩 Contact PDR Strategies today or download the Corrections Communications Starter Toolkit to get started.