You're at a structure fire. Engines screaming down Main Street. A reporter shoves a microphone toward the first firefighter she sees — "What started this? Flames visible from three blocks out. That's why any injuries? How long until it's contained?
That firefighter? He's got a job to do. He's busy. And he's not the one who should be answering Most people skip this — try not to..
So who does handle media inquiries at the incident scene? The short answer: a Public Information Officer. But the real answer is more nuanced, and getting it wrong creates problems that last longer than the incident itself.
What Is a Public Information Officer
A Public Information Officer — PIO for short — is the designated point of contact between an incident command structure and the outside world. Media. That said, public. Day to day, elected officials. Plus, stakeholders. Anyone who needs accurate, timely information but isn't part of the response.
In the Incident Command System (ICS), the PIO sits on the Command Staff. And not to the Planning Section. Right alongside the Safety Officer and Liaison Officer. Not to the Operations Chief. They report directly to the Incident Commander. To the IC.
This matters. That said, it means the PIO has the authority to speak for the incident. Not "for the department" in some vague sense — for this incident, right now, under this command structure.
The PIO isn't just a spokesperson
People hear "PIO" and think "talking head at a podium." That's part of it. But a good PIO does way more before they ever face a camera:
- Monitors media coverage and social media for misinformation
- Coordinates with other agency PIOs (because incidents rarely stay in one jurisdiction)
- Drafts holding statements, news releases, talking points
- Briefs the Incident Commander on public perception and media angles
- Manages the Joint Information Center if one stands up
- Handles VIP visits, elected official briefings, community meetings
And they do it while the incident is still unfolding. So often with incomplete information. Always under pressure.
Why It Matters / Why People Care
Information vacuums get filled. Bystander video with wrong captions. Think about it: if the official source goes silent, unofficial sources take over. Social media speculation. Always. Plus, the neighbor who "heard it was arson. " The guy livestreaming from his roof who thinks he sees a body.
By the time the PIO gets a corrected statement out, the narrative has hardened. Corrections don't travel as fast as the original error It's one of those things that adds up..
Real consequences of getting this wrong
- Evacuation confusion — Residents don't know whether to leave or shelter in place because conflicting info is circulating
- Resource diversion — Responders get pulled to handle media instead of the incident
- Legal exposure — Off-the-cuff remarks by unauthorized personnel become discoverable in lawsuits
- Trust erosion — The public stops believing official channels when they've been burned by bad info before
- Family trauma — Victims' families learn critical details from a reporter instead of a liaison
I've seen a minor hazmat incident turn into a three-day media circus because an engine company officer gave an interview "just to be helpful.That's why " He speculated on the chemical. He was wrong. The correction took 48 hours to catch up.
How It Works (or How to Do It)
The ICS structure exists for a reason. It scales. A car fire needs one PIO — maybe the battalion chief fills the role for 20 minutes. A wildfire needs a PIO team: lead PIO, deputy PIO, field PIOs, a JIC manager, social media specialists, a writer, a media monitor It's one of those things that adds up..
The PIO workflow during an incident
First 15 minutes: Establish contact with IC. Get the basic facts: what, where, when, actions taken, hazards, evacuations. Draft a holding statement. "We're responding to a reported structure fire at 1200 Main. Two engines on scene. No reported injuries. More info to follow."
First hour: Push that holding statement to every channel — department website, social media, email list, media distribution list. Set up a media staging area away from the command post. Brief the first arriving reporters. Give them a safety briefing. Tell them when the next update comes.
Ongoing: Regular updates on a predictable schedule. Even "no change" is an update. Monitor coverage. Correct errors fast. Coordinate with other PIOs — law enforcement, EMS, emergency management, utilities, Red Cross. If the incident grows, activate the Joint Information Center.
Demobilization: Final release. Lessons learned. After-action input. Archive everything.
The Joint Information Center
When multiple agencies respond, you need a JIC. That said, shared resources. Unified messaging. Practically speaking, one physical or virtual location where all PIOs work together. No freelancing.
The JIC isn't optional for major incidents. On top of that, it's where the "single voice" actually happens. Plus, without it, you get the fire department saying "fire's 50% contained" while the sheriff's office says "evacuations expanding" and the utility says "power restored by noon. " The public hears chaos Small thing, real impact..
Field PIOs vs. JIC PIOs
Different roles. Worth adding: they don't give interviews. They know the hazards. That's why they keep reporters safe and away from operations. Which means they don't speculate. On the flip side, field PIOs escort media at the scene. They help with.
JIC PIOs craft messages. Manage the media briefing schedule. Write the news releases. Run the social media accounts. Analyze the coverage.
Mix these up and you get field PIOs writing tweets while the fire blows up, or JIC PIOs leading a media tour into a collapse zone.
Common Mistakes / What Most People Get Wrong
"Any officer can talk to the press"
No. That's it. Just no. Not the senior captain. Not the guy who "handles media well.The IC designates the PIO. " Not the chief's nephew who took a communications class The details matter here..
Unauthorized statements create liability. They confuse the message. They undermine the actual PIO. And they put the speaker in a position they weren't trained for Easy to understand, harder to ignore. No workaround needed..
"We'll just say 'no comment'"
"No comment" reads as "we're hiding something." Even when you're not. A holding statement — "We're actively investigating and will share confirmed information as soon as we have it" — takes 30 seconds to write and buys you hours of credibility.
"Social media can wait"
It can't. The public expects real-time updates. Usually wrong. If you're not posting, someone else is posting for you. A PIO team needs a dedicated social media person for anything beyond a routine call.
"The PIO handles all media"
The PIO coordinates media. They prep the subject matter experts — the fire marshal for cause determination, the EMS chief for patient counts, the incident commander for strategy. They don't personally do every interview. The PIO makes sure the right person talks about the right topic at the right time.
"We don't need a JIC for this"
Famous last words. Even a virtual one. If two agencies have PIOs on scene, you need a JIC. Even just a shared Slack channel and a 15-minute sync call.
lead to conflicting information, duplicated efforts, and missed opportunities to address critical concerns. Here's one way to look at it: if one agency releases evacuation orders while another downplays the threat, the public receives mixed signals that erode trust and complicate response operations. Even minor incidents can escalate into major coordination challenges when PIOs operate in silos.
Another frequent oversight is failing to prepare key messages in advance. Pre-approved templates for common scenarios—such as natural disasters, hazardous material spills, or active threats—ensure clarity and consistency. During a crisis, PIOs often scramble to craft statements on the fly, leading to inaccuracies or omissions. Additionally, agencies should designate and train spokespersons before an incident occurs, rather than relying on whoever happens to be available.
Conclusion
Effective public information during emergencies hinges on structure, preparation, and clear roles. The Joint Information Center serves as the backbone of coordinated communication, ensuring unified messaging and efficient resource use. By distinguishing between field and JIC PIO roles, agencies can prevent dangerous overlaps and maintain operational focus. Here's the thing — avoiding common pitfalls like unauthorized statements or delayed social media responses protects both public trust and organizational liability. When all is said and done, investing in PIO training, pre-planning, and interagency collaboration isn’t just best practice—it’s essential for safeguarding communities and supporting successful emergency response efforts.
It sounds simple, but the gap is usually here.
