Regional

PUBLIC
INFORMATIO
N
OFFICE
13
Butuan City Police Office- PIO
“The supreme art of war is to subdue the
enemy without fighting.”
― Sun Tzu, The Art of War
COMMUNICATION PLAN ‘SANTINIG’

• complements the organizational effort

• purpose is to overcome the negative
perceptions and reports against the PNP
• conducted through an orchestrated,
planned and sustained information
dissemination program
 Key Activities
 Internal audience
- Regular PICE
- Seminars, lectures, other trainings
- Publication of materials

 External audience
- Linkages with Opinion-Makers/Key Communicator
(e.g. PNP Press Corps, Media Personalities)
- Conduct of Peoples Day
( e.g. Face to face interaction)
- Establishment of Community Contact No.
( e.g. Text 2920, Patrol 117, Website, E-mail)
- Multi-Media Activities
( e.g. T.V., Radio, Print, IT)
Info Required During Crisis – TIPS for PIOs

What the public will ask first What the Media will ask first during
during Crisis: Crisis:
 What happened?
 Are my family and I safe?
 Who is in charge?
 What have you found that
 Has this been contained?
may affect me?  Are victims being helped?
 What can I do to protect  What can we expect?
myself and my family?  What should we do?
 Who caused this?  Why did this happen?
 Can you fix it?  Did you have forewarning?
 TIPS for PIOs
• Show caring and empathy: the media and public are first more interested
to know if you care before they are going to believe in what you know.
This is even more important in a crisis.

• Do not manufacture false optimism. State the facts and give hope. There
is always hope even in the worst situations. Despair helps no person or
situation. Pessimism and negativism will not help the situation.

• Anticipate the questions from the various stakeholders, prepare the

answers and your presentation and practice these (in your mind or
aloud)

• Show conviction: This will be easier if you have your facts and are
stating them correctly. Remember sales people who believe in their
product show more conviction than those who don’t believe in their
• Be brief, be clear, and be accurate: Limit to three messages that can be
delivered in nine seconds and in about 27 words (fewer if possible). Use short
sentences.

• In usual circumstances people will remember approximately six to eight bits of

information. In stressful circumstances they will remember two to four bits of
information. People also focus on the beginning and end of statements.

• Do not hesitate to ask for the question to be repeated or clarified if you do not
understand. This not only helps you better answer the question but also gives
you time to think.

• Do not feel that you have to answer quickly. Take a moment (but only a
moment and not longer), and if you do not know the answer say so.

• Watch for traps: The news media love to sensationalize and want you to be a
partner in this effort.
• Be very careful not to fall in that trap. Compound questions are the most frequently
used trap. Separate the parts of the question and answer them separately by
identifying that they are two or three questions in what has been asked and you will
answer each part separately. Then repeat a part of the question and answer it.

• A question asking for a guarantee is another trap question.

• Never guarantee anything no matter how sure you are. Always leave yourself an out.
“Never say never, and never say always.”

• Avoid the trap of a hypothetical question or “what if” scenario, usually the worst case
scenario. This question should not be answered also.
• If a question is being asked again, remind the questioner that this question has
been asked and repeat the same answer. If the same answer is asked repeatedly,
say that you have already answered the question more than once and move on.

• “No comment” is often interpreted as admission that something is wrong. Avoid “no
comment” as much as possible.
-“We’ve just learned about this and are trying to get more information.”
-“I’m not the authority on this, let me have XXXX call you right back.”
-“We’re preparing a statement on that now. Can I fax it to you in about 2 hours?”
• Language is critical: Use lay language whenever possible so that you are
understandable.

• If you are the expert. be confident.

• If you are not the expert, refer them to someone else or bring the expert with
you to answer the questions.
 Non verbal communication is critical

We have all heard that “a picture is worth a thousand words.”

Actually, it’s worth many million words. You will be judged on how
you dress, if you make eye contact and if you are nervous.

Too much paraphernalia may not come out very well on TV

or in a photo.
 PNP MEDIA-
RELATIONS POLICY
I. REFERENCES
1. Executive Order No 511, Rationalizing the Public information Functions and Duties of
the Executive Branch.
2. LOI “Santinig” (PNP Communication Plan).

II. RATIONALE
The PNP Media-Relations Policy is consistent with the policy of rational transparency
in all police activities & of upholding the right of the people to be informed on matters of
public interest.

III. PURPOSE
It is the purpose of this policy to establish the specific guidelines on how every member of
the PNP should deal with members of the media especially in releasing public information.
This also aims to re-orient & further motivate every PNP personnel to be cognizant of the
importance of a good working relationship with the media as a vital component of the
organization’s over –all Police-Community Relations Program, but with utmost awareness
of the LIMIT OF DISCLOSURE OF INFORMATION.
 DEFINITION OF TERMS

a) Public Information - Information that may be of interest to the general public

about policy, procedures & events involving the PNP or such other newsworthy
information that is not legally protected, does not unduly interfere with the
mission of the PNP, ongoing investigations, infringe upon the rights of an
individual or compromise the legitimate safety &/or privacy interests of officers,
victims, witnesses or others.

b) Press Release - It is the official statement issued by the PNP to the media. Press
releases may be purely factual & address a specific issue or concern, or may be
promotional in nature. The press often relies on press releases to form the
factual basis for their subsequent articles.

c) Public Information Officer (PIO) - The official authority that serves as a central
source of information for release by the PNP & responds to request for
information by the news media & the community.
d. Spokesperson - The officially-designated authority that acts
as the mouthpiece of the PNP & usually speaks in behalf of
the Chief PNP or RD. The public information officer also
usually becomes the spokesperson.

e. Limit of Disclosure - The term “limit of disclosure” applies

only to limits set by legal requirements (i.e. the rights of the
accused). In the absence of any legal impediment, the PIO or
Spokesperson must be truthful & honest at all times.
However, the PIO may set the rules with media on what type
of information to reveal to the public (i.e. status of
operations) so that existing efforts will not be jeopardized.
 HOW TO DEAL WITH THE MEDIA

1. Authorized /accredited media representatives will be allowed reasonable access

to the PIO & the unit head/chief as governed by existing policies. In cases
when information must be denied/withheld to the press, the basis for such
shall be fully & courteously explained.

2. The PNP recognizes authorized identification from all legitimate local, national
& international news organizations. In cases when any media representative
fails to present an authorized identification, it may be used as ground for
restricting access to requested information or to incident scenes.

3. Ranking offices at crime or incident scenes may provide factual information to

the media as governed by this policy. But, when the officer is unsure of the
facts or the propriety of releasing information, he shall refer the inquiry to the
PIO.
4. Written press statements shall be first approved
by the unit head/chief or his designee before it can
be disseminated to the media.

5. The PNP will be consistent in issuing information to

the media for public dissemination.
 RELEASING INFORMATION TO THE MEDIA

1. Intelligence Information - While it is the policy of the PNP to

cooperate fully with the media, it may keep from the press
those regarded as active or classified such as “criminal
information of intelligence value”.

2. Non-Investigative Information - The PNP allows the release of

information of a general nature which is not specific to an on-
going investigation.. Ex. PNP celebrations or PCR activities.

3. Investigative Information - from the initial stage of a criminal

investigation until the completion of trial or disposition without
trial, police personnel shall refer all requests for information to
the Head of Office of his designee.
a. Information that may be released in connection with an investigation of an
event or crime includes:

1) The type or nature of an event or crime;

2) the location, date & time, injuries sustained, damages & the general
description of how the incident occurred;
3) Type & quantity of property taken;
4) The identity & proximate (very near) address of a victim with the exception
of sex crime victims, & in other cases where reprisals or intimidation
may be employed;
5) Requests for aid in locating evidence, a complainant or a suspect;
6) Number of officers or people involved in an event or investigation, & the
length of the investigation; &
7) Name of the Investigator –on-Case, his supervisor & division or unit
assignment except the name of any undercover officer will be released.
 b. Information that may not be released in connection with an investigation of an
event or crime, unless authorized by the Dept Chief, Executive or his designee
include:

1) The identity of a suspect prior to arrest unless such information would aid in
apprehending the suspect or serve to warn the public of potential danger;

2) The identity of the victim of sex crime or any related information which, if
divulged, could lead to the victim’s identity;

3) The identity of victims or witnesses if such disclosure would prejudice an

investigation to any significant degree, or if it would place the victim in personal
danger. (victims or witness of high profile crimes)

4) The identity of any juvenile who is a suspect or defendant in a case subject

to the jurisdiction of the juvenile court;
5) the identity of any critically or deceased person prior to notification of next kin;

6) the result of any investigative procedure such as lineups, polygraph tests,

fingerprint comparison, ballistic test or other procedures (the fact that these tests
have been performed may be revealed without further comment);

7) information which if prematurely released, may interfere with the investigation

or apprehension such as the nature of leads, specifics of an “Modus Operandi”
details of the crime known only to the perpetrator & the police, or information that
may cause the suspect to flee or more effectively avoid apprehension;

8) information that may be evidentiary value in crime proceedings;

9) Specific cause of death unless officially determined by the medical examiner; &

10) any information leading to home address & telephone number.

 4. Arrest information

A. Following arrest, issuance of an arrest warrant or filing of an information

of indictment, it is permissible to release:

1) the name, age, residence, occupation & family status of the accused;

2) the time & place of arrest, whether pursuit or resistance was

encountered, whether weapons were used, charges filed against the suspect
& description of contraband seized;

3) the identity of the arresting officers & the duration of the

investigation unless the officers are engaged in undercover operations; &

4) the amount of bond, scheduled court dates & place of the suspect’s
detention.
 B. Following arrest & formal charging of a suspect, but prior to adjudication,
the following types of information should not be released without express
permission of the unit head/chief:

1) Prior criminal conviction record, character or reputation of a defendant;

2) Existence or contents of any confession, admission or statement of a

defendant or his failure or unwillingness to make a statement;

3) Performance or results of any tests, or a defendant’s refusal or failure to

submit to tests such as polygraph;

4) Identity, statement or expected testimony of any witness or victim;

5) Any opinion about the guilt or innocence of a defendant or the merits

of the case, &

6) Any opinion or knowledge of the potential for a plea bargain or other

pre-trial action.
 5. Special Considerations – In Criminal Matters

a) PNP personnel shall extend every reasonable courtesy to news media

representatives at the crime scenes. This may include closer access of personnel &
equipment than available to the general public as long that it does not interfere
with the police mission or the movement of traffic.

b) At the scene of such crimes as hostage & barricaded situations, the Officer-
in-Charge shall designate a preliminary press area as early as possible & as close to
the scene as safety & operational requirements allow.

c) In cases where a suicide or suspected suicide has occurred, only factual

information describing how the incident happened may be released to the media.
The name, age, address, sex & occupation of the victim may also be released but
only after the suicide’s next of kin had been duly informed of the incident. The fact
that a suicide note exists may also be acknowledged without further comment.
The content of such notes is personal and confidential, & shall not be released
except as provided by law.
 d) Suspects placed under police custody shall neither be paraded before the
media nor shall police personnel pose with arrested suspects during press
releases or media interviews. This is in observance of the constitutional & human
rights of a person on presumption of innocence.

e) When an individual is charged with a criminal offense & is sought by law

enforcement authorities, photographs may be released to the media to help
locate the individual. No departmental photographs, videotape film or composites
of subject in custody shall otherwise be released to the media unless authorized
by the departmental chief executive or authorized designee.

f) The rights of children in conflict with the law (CICL) shall always be
observed & upheld, like the non disclosure of their true identity to the press.
 6. Special Considerations – In SOCO Matters

a) The news media shall not be allowed access to any area of scene of an
incident or crime where there is a possibility that evidence may be damaged,
altered, destroyed or otherwise prejudiced by its existence being published or
portrayed.

b) When the Investigator –on –case of SOCO have finished processing the
crime scene & have secured all evidence, members of the news media may be
allowed to enter the area & take footages/photos of the scene upon permission of
the on-scene commander or SOCO team leader.

c) Recovered/collected items /evidence may be presented to the news media

only after the same had been processed, accounted & turned over to the evidence
custodian.
 d) On private property, photography, film or videotape recording must
require the permission of the owner of the owner’s representative.

e) Information such as type & quantity or property taken during

robbery incidents may be released by the SOCO/first responders
/investigators at crime scenes but beyond that, the first
responders/Investigator-on-case must avoid giving premature information
that may affect the result of the investigation to the news media.
 7. Special Considerations - In Non-criminal Matters

a) At the scene of significant accidents, man-made or natural

catastrophes, the principles of media cooperation shall be maintained the
degree that they do not interfere with the mission of the police, fire &
medical or other emergency relief workers.

c) News media representatives should be prevented from gaining

access to any area because of the possibility of their injury or death. The
PIO should explain the circumstances of the situation & in case the media
representatives insist entry in the area, they must execute in writing that
they were informed of the risk & gained access in the said area on their
own volition .
 Dealing With The Media During Crisis/Emergency Situations

1. Crisis Situations
a) When crisis arises out of man-made emergencies, the Peace & Order
Council, at the appropriate level, where the COP or District/Provincial/Regional
Commanders are members of , shall be the organizational body that shall
primarily act on the crisis situation.

b) When a crisis result from aircraft hijacking, terrorism & other disturbances
in the civil aviation that have national significance, the responsibility lies with the
National Action Committee on Anti-Hijacking & Anti-Terrorism Council. In such
cases, the local police may be called upon in assisting capacity.

c) For crisis arising out of natural disasters or calamities, it is the National

Disaster & Risk Reduction Management Council & its subordinate entities that
assume primary responsibility. Again, in such cases, the local police unit may be
called upon to assist.
 What the Spokesperson can do during crisis

There are several things that a PIO/Spokesperson can do in times of crisis. One
is to “stonewall it”. Deny that a crisis exists, refuse to answer media questions or
simply ignore the issue. However, although silence may work in some cases, this
kind of behavior suggests a “public-be-damned” attitude that could harm the PNP’s
goodwill with the public.

Another option is to “manage” the news about the crisis by releasing partial,
often inaccurate & delayed information while concealing especially unfavorable acts.
Make sure, however, that any attempt to cover up the issue does not leak to the
media as this could shatter the spokesperson’s credibility.
 The best course a PIO/Spokesperson can take is through an open
communication policy. In crisis management, the open system is the much easier
one in which to operate. Rumors are less likely to start where information is openly
available & a residue of trust exists inside & outside of the organization.

In open communication, the PNP keeps the media fully and promptly informed
of the facts while providing background information to put the fact into
perspective . A story candidly told, while perhaps embarrassing in its immediate
impact, is less damaging than a cover-up version that generates rumors and
suspicions.

Because a crisis may develop without warning, department/unit needs a

well-prepared policy of emergency action.
 Dealing With Bad News

Principles in dealing with bad news for senior officials

1) Accept without rancor the “adversarial relationship” which exists between

the press & law enforcement agencies.

2) Institutionalize that acceptance by not permitting overreaction to “bad news”.

3) Protect the credibility of the PIO or unit’s spokesperson by alerting them to

“bad news” before it appears in the press.

4) Allow the PIO/Spokesperson the latitude to limit the “badness” of the news.
Specifically: Authorize the PIO to reveal the “bad” along with the “good”.
5) Adopt a defensive attitude by responding to queries only, or worse yet, simply
ignoring a problem & hoping it will go away is a Leadership Failure. It usually
doesn’t go away.

6) Bad news doesn’t smell better the older it gets.

Ten Commandments of Effective Media Relations

1. Thou shalt not panic.

2. Thou shalt not view the media as “the enemy”.
3. Thou shalt be timely, honest and prepared.
4. Thou shalt steal ideas shamelessly.
5. Thou shalt not say “no comment”.
6. Thou shalt not over-communicate.
7. Thou shalt not be an ostrich.
8. Thou shalt develop a crisis communication plan.
9. Thou shalt evaluate all media impressions.
10. Thou shalt remember its not personal , its just business.

(Source: Herd strategies Ten Commandments of Effective Media Relations)

DAGHANG SALAMAT
Thank you for listening!