The PIO needs to analyze what’s going on and make strategic decisions in order to operate in a proactive manner. For example, imagine that a PIO for a local emergency management office reads in the paper and hears at town council meetings that the jurisdiction is in a budget crisis. He or she might develop strategies to build community understanding and support of the department by arranging media interviews, partnering with a school to promote emergency preparedness, or arranging tours of the Emergency Operations Center.
Knowledgeable: Can speak with authority and credibility on all facets of the organization’s operations. Knows where the organization fits in the bigger picture.
Assertive: Can effectively navigate in dynamic situations to seek out important information and provide solid, thoughtful advice to leadership. Is able to redirect negative questions and turn them around.
Credible/trusted: Has proven himself or herself to be knowledgeable and someone who will deliver what is promised. Returns calls and answers e-mails from the media. Also is trusted by those in the organization.
Flexible: Can adjust plans and priorities as the situation requires.
Able to perform under pressure: Can meet the demands of the situation without losing his or her cool and without sacrificing good decision making; has good public-speaking skills.
Accessible: None of these other qualities will matter if you aren’t accessible to the news media.
