In corrections, we often find ourselves responding to the media only after something has gone wrong — a use-of-force incident, a contraband bust, a facility lockdown. By that point, the narrative is already forming, and we’re behind it. The key to protecting your facility’s reputation and maintaining public trust lies in proactive media strategy — not reactive spin.
Why Proactive Matters in Corrections
Unlike many other government sectors, corrections operates behind secure perimeters, out of the public eye. This makes it easier for misinformation to spread, harder for the public to understand our operations, and even more important that we control the narrative when issues arise.
By building relationships, messaging tools, and media protocols before a crisis hits, correctional leaders and PIOs can ensure that they’re not caught flat-footed when the cameras show up.
5 Strategies to Get Ahead of the Headlines
1. Build Media Relationships Before You Need Them
Don’t wait for an emergency to introduce yourself. Proactively engage with local, regional, and niche reporters who cover justice, law enforcement, or state government. Offer facility tours, background briefings, or sit-downs with leadership to educate them on the reality of your operations.
Tip: Create a “media backgrounder” PDF — a simple document with facts about your facility, your mission, and how media access works.
2. Develop Ready-to-Use Holding Statements
Create a library of pre-approved holding statements for common situations: inmate fights, medical transports, emergency lockdowns, etc. These allow you to acknowledge incidents and buy time while gathering facts.
Example:
“We are aware of the incident and are currently assessing the situation. The facility is secure and there is no threat to the public. More information will be provided as it becomes available.”
3. Establish Internal Approval Workflows
Clarify your internal process for reviewing and approving public statements, especially during after-hours events. Who gives the green light? How quickly can leadership respond? A delay in signoff can become a delay in controlling the narrative.
4. Train Spokespeople Before the Spotlight Hits
Whether it’s the warden, PIO, or commissioner, make sure key personnel are trained to handle tough questions, correct misinformation without escalating, and stay composed under pressure.
Include mock interviews or tabletop exercises in leadership development.
5. Rehearse with Real Scenarios
Incorporate communications into emergency preparedness drills. If your EOP includes an escape or disturbance scenario, your JIC (Joint Information Center) or comms team should have a parallel messaging exercise — complete with draft releases and simulated media calls.
Final Thoughts
Proactive communication in corrections isn’t about oversharing — it’s about planning, preparing, and protecting. When the headlines come, your facility should already be two steps ahead, with clear messaging and confident leadership guiding the response.
💬 Need Help Getting Started?
PDR Strategies works with correctional leaders and agencies to build custom media protocols, spokesperson training, and incident communication templates. Contact us to develop your proactive media toolkit today.