Law Enforcement Administration

Police-Media Relations

Make the Connection: Media Relations and a Healthy Public Image

October 20, 2021 - October 22, 2021

Plano, Texas, USA

Past Event

21 Hours TCOLE Credit

ILEA Headquarters
at The Center for American and International Law
5201 Democracy Drive
Plano, Texas 75024

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Registrar: +1.972.244.3404
ILEA: +1.972.244.3430 
Fax: +1.972.244.3431


Law enforcement is under an intense amount of scrutiny for a wide range of policing practices. The modern Public Information Officer is at the crossroads to ensure organizational messaging resonates with the public and demonstrates the value and nobility that police agencies provide to their respective communities.

Attendees will receive expert instruction in core competency areas of media management, visual storytelling, and innovative content to bolster citizen engagement. Specific case studies including controversial force incidents, officer-involved shootings, employee misconduct and other relevant areas will be discussed.

Students will learn how to craft news releases, conduct media interviews and plan press conferences. Participants will also conduct in-person assessments with scenarios which will be filmed to provide immediate feedback on best practices and lessons learned. In addition, students will receive reference materials and checklists.


Tuition includes all instruction and handouts. Lodging and meals are excluded.

  • $450 ILEA Member
  • $500 Non-member


  • Current State of News
  • Basic Media Relations
  • Social Media Tools and Strategy
  • Creating Compelling Video Products
  • Creating Stunning Graphics Easy
  • Brand and Reputation Management
  • Being a Visual Storyteller through Photos
  • Preparing News Releases
  • Conducting Media Interviews
  • Managing Press Conferences
  • Navigating Controversial Force Incidents
  • Lessons Learned from Critical Incidents
  • Understanding News Cycles
  • Pitching Your Story to get Coverage
  • Best Practices for Modern PIOs


Lieutenant Christopher Cook
Arlington Police Department, TX

Christopher Cook is an award-winning speaker and has a career in policing spanning over 25 years. He was appointed Deputy Police Chief serving as the Chief of Staff for Chief Alexander Jones overseeing the Strategic Communication Group, Policy and Accreditation, and Honor Guard for the Arlington, TX Police Department. He leads internal and external communication initiatives, citizen engagement, social media, and strategic communications. Deputy Chief Cook oversees both sworn and civilian staff which manage all media inquiries, respond to major incidents, and produce digital media and publications.

Chris holds a Master’s Degree in Criminology from the University of Texas and is a current Doctoral student at Tarleton State University. He is the current Vice President of the National Information Officers Association, the General Chair for the Major Cities Chiefs Association – PIO Committee, and the Regional Vice Chair for the International Association of Chiefs of Police – PIO Section. Deputy Chief Cook speaks nationwide on a variety of topic areas including best practices in managing critical incidents and media relations. 

Officer Zhivonni Cook
Mansfield Police Department, TX

Officer Cook serves as the Public Information Officer for the Mansfield Police Department. She started her law enforcement career in 2000 and holds a Bachelor’s Degree in Communications from Trenton State College in New Jersey. She has worked in public relations and marketing for Six Flags Over Texas and has a wealth of experience in the field of social media and branding. Officer Cook is also a member of the National Information Officers Association, IACP PIO Section, and North Texas PIO Group. She has many executive speaking engagements and is a consultant for the Major Cities Chiefs Association.

Who Should Attend?

This course is designed for managers and executives as well as public information officers in law enforcement and emergency service agencies.


Wednesday through Friday 8:30 am - 4:30 pm

TCOLE Credit

Law enforcement personnel attending this course are eligible for twenty-one (21) hours of Texas Commission on Law Enforcement  (TCOLE) credit.

Other Information

Photo/Audio/Video Release

Registration for or attendance at this event acknowledges consent to be recorded or photographed. We reserve the right to use any photograph/video taken at our events, without the expressed written permission of those included within the photograph/video. We may use the photograph/video in publications or other media material produced, used or contracted including but not limited to: brochures, invitations, books, newspapers, magazines, television, websites, annual reports, newsletters, etc. To ensure the privacy of individuals, images will not be identified using full names or personal identifying information without written approval from the photographed subject.

Nondiscriminatory Policy

The Center for American and International Law does not discriminate on the basis of race, color, sex, religion, national origin, age, disability, veteran status, sexual orientation, gender identity, or any other protected status in educational activities, scholarship programs or admissions.

Course Cancellation Policy

Occasionally, the Institute for Law Enforcement Administration (ILEA) may be forced to cancel a scheduled program. Whenever possible, the decision to cancel is made at least fourteen days prior to the start of the program, and registered participants are notified once that decision has been made. If the distance to the training site requires that you make airline and/or hotel reservations, please contact ILEA (+1.972.244.3430) to inquire about the status of any program before making travel arrangements. While paid registrations in cancelled courses will be refunded in full, ILEA will not be responsible for monetary loss due to cancellations or changes in airline or hotel reservations.

Eligibility Policy

The Institute for Law Enforcement Administration provides  professional education and technical support to the law enforcement community. 

A registrant in an ILEA program must be a sworn officer; a civilian employee of a law enforcement department; or an employee of a municipal, county or state agency.

Anyone interested in attending an ILEA program who does not meet the above standard requirements will need to request advance approval. Such requests will be considered on a case-by-case basis.

Privacy Policy

We do not sell or rent information to any outside parties. By providing your information, you will receive postal and electronic communications from the Institute for Law Enforcement Administration (ILEA) of The Center for American and International Law (CAIL) in accordance with CAIL's Privacy Policy. If we co-sponsor a program with another organization, information may be shared between the parties. All such co-sponsors will be identified on the event details and registration page. At any point, you can opt-out or unsubscribe by selecting either link at the bottom of each email or call us at 972.244.3400.

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