Law Enforcement Administration

The Strategic PIO: Communicating in Crisis

Hosted by the Brazoria County Sheriff’s Office


Angleton, Texas, USA

Registration Open

30 Hours TCOLE Credit

Download the Brochure

Brazoria County Sheriff’s Office
3602 County Road 45
Angleton, TX 77515

View Map

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


Judy Pal, who has been on both sides of the media relations aisle, brings perspectives from real world experiences as a PIO and as a news reporter. Judy will deliver an impactful program designed to help you with planning your message to shape your community’s perception of your department; guide you through the foundation of media relations and the interview process. You will learn the difference and importance of communicating in crisis and how to effectively use social media to support your agency’s brand.


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

  • $850 Non-Member
  • $750 ILEA Member

Daily Topics

  • Day 1 - Perception, Planning and the News Media
    Participants will learn about trust, perception, image, value attribution, image-makers, target audiences and the basic tenants of traditional news media. Learn the importance of communications plans and proactively pitching stories to help shape your community’s perception of police.
  • Day 2 - Media Relations & the Interview Process
    Focus will be on the foundation of media relations - the importance of words in release of information, the interview preparation process, determining audiences, creating a key messaging strategy using the CAP and PEP principles, and learning how to effectively bridge to ensure key messages are communicated.
  • Day 3 - Crisis Communications
    Focus will be on the unique set of challenges in communicating in crisis and how communicating during a crisis is different from regular media relations. The challenge of the media-victim attraction and the importance of key messaging keeping all target audiences in mind is explored. Students will explore, discuss and critique various crisis situations.
  • Day 4 - Social Media / Mock Scenario
    Students will learn how to use social media in a strategic way to support your agency’s brand and enhance police legitimacy and public image through an interactive, two-way communications process. The unique aspects and power of social media are discussed, as well as strategies to help create legitimacy using social media, and how to use social media during a crisis.


With more than 30 years’ experience, Judy Pal has served as an Assistant Commissioner with the NYPD, Director of Operations for FBI-LEEDA, Chief of Staff with the Baltimore and Milwaukee Police Departments, and was a member of the command staff of the Atlanta, Savannah, and Halifax (Canada) police depts.

Judy is proud to have conducted image and media training for thousands of law enforcement professionals during her career.

Pal is a past president of the National Information Officers Association, holds a Master’s degree in Public Relations and earned her Certificate in Police Leadership from Dalhousie University in Canada. 

Who Should Attend?

This course is designed for public information officers, as well as personnel in leadership positions, in law enforcement and emergency service agencies.


Daily 8:30 am to 5:00 pm

TCOLE Credit

Law enforcement personnel attending this course are eligible for thirty (30) hours of Texas Commission on Law Enforcement (TCOLE) credit.

Overnight Accommodations

  • La Quinta Inn & Suites by Wyndham Angleton, 2400 W Mulberry St., Angleton, TX, 77515, 979.267.6028
  • Courtyard by Marriott Lake Jackson, 159 SH 288, Lake Jackson, TX, 77566, 979.297.7300
  • Staybridge Suites Lake Jackson an IHG Hotel, 981 FM 2004, Lake Jackson, TX, 77566, 979.285.9775

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.