If your corrections agency doesn’t yet have a formal public information program, you’re not alone — but you are vulnerable.
Whether you’re managing a facility, leading a state DOC, or overseeing multiple units, the absence of a structured communications function means missed opportunities, increased risk during crisis, and strained public trust.
The good news? You don’t need a massive budget or media empire to build one. What you need is intention, planning, and the right structure.
Here’s how to plan, build, and launch a PIO program tailored to the unique needs of a corrections environment.
🔹 Step 1: Make the Case to Leadership
Before hiring or structuring anything, get leadership buy-in. Frame the PIO role not as a “nice-to-have” but a critical risk management, reputation, and leadership function.
Key Points to Emphasize:
- PIOs help protect the agency’s image during crises (escapes, deaths, lawsuits)
- A PIO enables consistent messaging to staff, families, media, and officials
- Communications build public trust, reduce misinformation, and boost morale
- Other public safety agencies (police, fire, EMS) already rely on this function — and so should corrections
✅ Deliverable: A short memo or presentation outlining the risks of not having a PIO and the strategic value of one.
🔹 Step 2: Define the Role and Reporting Structure
Clarify what your PIO will be responsible for — and what they won’t. A strong corrections PIO should report to senior leadership and have direct access during major events.
Core Responsibilities:
- Media relations and news releases
- Internal staff communications
- Social media management
- Public statements during incidents
- Spokesperson coordination
- Message alignment with leadership
Recommended Reporting:
- Ideally reports to: Commissioner, Secretary, Director or Superintendant
- Embedded in the command structure for incident response
✅ Deliverable: A written job description and org chart with clear reporting and collaboration points.
🔹 Step 3: Hire or Assign the Right Person
You don’t always need a full-time hire on day one. Some agencies start with a trained spokesperson or reassign a staff member with communication strengths.
Look for:
- Strong writing and speaking skills
- Cool under pressure
- Understanding of corrections culture
- Willingness to be trained in PIO best practices
If you’re hiring externally, prioritize candidates with:
- Public safety or military communications background
- Journalism or PR experience
- FEMA PIO training
- CPSE PIO designation
✅ Deliverable: Recruit or designate a capable communicator — and commit to training them.
🔹 Step 4: Build the Core Tools
Your PIO program needs infrastructure — even if it’s lean at first.
Must-Have Starter Tools:
- Corrections-specific crisis communication plan
- Media holding statement templates
- Internal briefing memo template
- Incident communication flowchart
- Spokesperson guidelines and talking point formats
- Media inquiry tracking system (Excel or online)
✅ Deliverable: Use the Free Resources from Corrections Communicated to get these resources in place fast.
🔹 Step 5: Establish Protocols and Training
Create standard operating procedures for:
- Who clears messages
- Who speaks to media and when
- How internal staff are briefed before public release
- What happens in the first 30 minutes of an incident
Train:
- Command staff on messaging discipline
- Supervisors on rumor control
- All staff on social media do’s and don’ts
✅ Deliverable: Develop a Communications SOP or policy and integrate it into incident command and shift briefing protocols.
🔹 Step 6: Engage Before the Crisis
The most effective corrections PIOs don’t wait for the fire — they communicate during calm times, too.
Start sharing:
- Graduation ceremonies
- Program success stories
- Community partnerships
- Staff appreciation posts
- Reentry wins and positive outcomes
This builds trust before it’s tested.
✅ Deliverable: Create a basic messaging calendar and share at least one positive communication each month.
🔹 Step 7: Stay Connected and Keep Improving
The PIO role isn’t static. The field evolves. So should your strategy.
- Join NIOA or other public safety PIO groups
- Complete FEMA IS-29 PIO Awareness, L0105 Public Information Basics and E0388 Advanced PIO courses
- Conduct after-action reviews after all major incidents
- Subscribe to The Comms Post for corrections-specific PIO tips and case studies
✅ Deliverable: Make professional development part of the PIO role — not an afterthought.
🚀 Final Thoughts
Starting a public information officer program in a corrections agency is one of the most important moves you can make to build credibility, ensure transparency, and lead with confidence.
You don’t have to build it alone — and you don’t have to get it perfect on day one. But you do have to start.
📥 Need help launching or improving your PIO function?
Corrections Communicated offers coaching, templates, policy writing, and full implementation support.
➡️ Contact us to learn more
Because your message matters — and it starts with you.