Make the Connection: Media Relations and a Healthy Public Image
Plano, Texas, USA
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
Who Should Attend?
This course is designed for managers and executives as well as public information officers in law enforcement and emergency service agencies.
Schedule and Faculty
8:30 am - 4:30 pm
Arlington Police Dept.
Christopher Cook was appointed Deputy Chief to serve as Chief of Staff on April 5, 2021 of the Arlington, TX Police Department. Chief Cook previously served as the lieutenant commander overseeing media relations and strategic communications. He led a team focused on internal and external communication initiatives, proactive citizen engagement through digital social media, and strategic public relations.
Chief Cook is the Vice President of the National Information Officers Association (NIOA), the largest group of communication professionals in the world. He also chairs the Major Cities Chiefs Association (MCCA) – PIO Committee and is Regional Vice Chair for the International Association of Chiefs of Police – PIO Section.
Chief Cook holds a Master of Arts in Criminology & Criminal Justice from the University of Texas at Arlington and is currently pursuing a Ph.D. in Criminal Justice at Tarleton State University.
Mansfield Police Dept.
Zhivonni Cook is a subject matter expert in the field of social media for law enforcement and media relations for public safety. As a sworn police officer, she oversaw the Arlington Police Department’s social media platforms and citizen engagement efforts. While serving as the social media coordinator, the department was awarded the Most Innovative Use of Social Media for three consecutive years by the Texas Center for Digital Government.
Officer Cook began her career in law enforcement in 2000 having served in a variety of roles and capacities. She joined the Mansfield, Texas Police Department as a sworn PIO in 2019 where she currently serves. Zhivonni is currently a consultant for the Major Cities Chiefs Association and speaks at executive training engagements, and numerous civic clubs and law enforcement forums and agencies.
Law enforcement personnel attending this course are eligible for twenty one (21) hours of Texas Commission on Law Enforcement (TCOLE) credit.
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.
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.
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.