Since starting the job as Public Information Officer for Flathead, I've connected with other PIOs and Communication folks from around the county. It's funny, but we share a similar experience: people asking us what we do. With the 'public information' title, people think I must know everything about the public. I've been asked questions about arrests, places to eat, and traffic lights. I'm happy to help, but the role is different.
Whether the role is called Public Information Officer, Communications, or Public Relations, we are a strategic partner to leadership. It's more than making pretty presentations, cool infographics, and social media posts; it's shaping key messages for various audiences to create excitement, build understanding, and -- hopefully -- adoption/attendance of services, events, and changes to the community.
A Public Information Office usually reports to a government entity. We plan, produce, create, coordinate, and release information to the public about what's happening within a specific jurisdiction. We help leaders communicate their vision and strategy to the community.
For example, I meet with the County Commissioners, elected officials, and county department heads to understand what's happening in their world, and I relate that information to the public. Together, we determine when, how, and what to share. I then connect with other leaders and stakeholders -- people who might also have 'skin in the game' -- to either ensure we're on the same page or understand if we're not aligned. By networking with other local communicators, I learn how different segments of the public might react and then develop a communication plan. I then review the most effective communication mechanisms or channels (news releases, social media, public appearances, etc.). No one expects everyone to like what's happening in the government or across the county, but I ensure Flathead County communicates transparently so you can plan, act/react accordingly.
PIOs/PR/Communications professionals don't always work behind the scenes either. In a crisis, we should be visible contributors with the onsite incident team. We will work with reporters, key stakeholders, and the impacted public. A crisis could be wildfires, epidemics, or hostage situations, and we would:
- Host a media event with the Sheriff and local OES agencies.
- Inform state/local and hospital officials.
- Be a liaison for impacted family members.
- Prepare the next location, such as a hospital, for what to expect.
We're always prepping for the next 'what if' scenario. Right now, we're talking about floods or a potential train derailment and how we would get critical information to the public and tourists. Technology will take a more significant role in dispersing information as the county continues to grow, and I'll share what we're doing along the way.
I hope I've lifted the curtain a little bit to a PIO's role in the community. You can follow us on Facebook, Instagram, LinkedIn, and Twitter: flathead.mt.gov or search for flatheadcounty. Thank you for reading.