Notes from IACP: Unique Media Challenges Presented by Serial Killer Coverage

Jeffery Dahmer

Although the bulk of this presentation consisted of the two presenters, PIOs in large cities, telling stories about serial killers, there were some great nuggets that could be culled from the presentation as a whole. Here are some helpful messages for law enforcement public information officers not only for serial killer coverage, but for public relations in general.

Go out early, control the message—If you are the first to break the story to the media (instead of the media breaking it for you) you can control the message. Once the media breaks a story for you, you have to play catch up, and you have lost control of your message.
If you’re explaining, you’re losing—If you find yourself having to explain your department’s actions and decisions on a case, you’ve lost control of your message. Again, make sure you are in front of the story so you don’t end up having to explain after the fact.
Provide visuals—if you give the media the visuals, you are controlling the message.
Dig up your own dirt before someone else digs it up for you—when you are about to go public with a story like this, make sure you know about all previous contacts the killer has had with law enforcement and why the killer was not caught sooner. Make sure to answer those questions yourself before someone else does.
Beware of the blame game—in an investigation like this, the media may want to blame law enforcement for not catching the killer sooner, mishandling the investigation, and more. Make sure you don’t play that game. Don’t start pointing fingers within your department or at the media.

One other lesson that was reiterated throughout the presentation was the importance of communicating with victim’s families before the media does. Not only does this make your department look good when reporters are not the first people to contact victim’s families, but it gives victims families hope that their loved one’s killer will be caught and creates good will with them to continue working with your department throughout the investigation.

Panelists:
Mary Grady, Public Information Director II, Los Angeles PD
Anne Schwartz, Communication Director, Milwaukee PD

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