Corrections_Today_Fall_2025_Vol.87_No.3

awareness into what the community is thinking, saying and feeling, which can help inform further messaging strategies. It also is useful so law enforcement can quick ly address misinformation, provide timely and accurate updates and communicate safety instructions. Correc tions officials and executives use social listening to gauge public sentiment and concerns, which can inform their response strategies to be present, build trust and secure vital resources, information and cooperation during criti cal incidents. Priorities and messaging Fear and uncertainty are two common public reac tions to news of an inmate escape. Factors such as criminal history, prior escapes and violence associated with the individual or escape — as well as length of time before being recaptured can further exacerbate commu nity reaction. Time also matters; residents often want to know as soon as possible so they can take their own precau tions. Failure to provide adequate and timely warnings upon escape discovery can severely harm the public’s confidence in a correctional institution. Having training, practice and protocols for using social media is non negotiable. Early warning and prompt dissemination of useful information is essential in the 21 st century. Corrections officials should consider the “3M’s” of crisis messaging: who is the messenger, what is the message and what media is being used to broadcast the message? 7 These should be viewed in the most expan sive way possible. For example, if large portions of the affected area speak a different language, those materials and messages should be in the relevant language and in a culturally appropriate manner. Messengers need to have credibility and public stat ure; a warden who continually uses filler words (such as “umm,” “uhh,” or long pauses mid-sentence) may come across as inept or not self-assured — which does little to settle the nerves of the public. Similarly, a speaker who is disheveled or speaks too softly may also be subject to the same type of assessment. While neither right nor wrong, these perceptions shape how the public judges our institutions. This is another reason why professional media relations and strategic communications training for staff is vital.

One law enforcement communication expert, who was also a former deputy commissioner for the New York City Police Department, reminds executives to con sider three types of messaging during crisis situations: – Concern (feelings and emotions). – Action (what is being done and what people can do to help). – Perspective (helping the audience understand, pro cess and perceive the issue/event). 8 By using clear, simple language, and conveying the same messages in ways that resonate with the public, corrections executives can assuage fears and prevent disinformation from circulating. . All of this combined is important to credibility; providing no information—or inaccurate information— significantly diminishes the effectiveness of subsequent statements, and causes embarrassment and reputational damage to the agency and its leaders. 9 Questions, questions, questions Questions and answers to commonly asked media inquiries should be assembled prior to a press briefing. The key questions should answer who escaped, what the community needs to do, how to report any information, what the corrections and law enforcement agencies are generally doing now and when the next update will be. There may also be a need to address any rumors circu lating. For larger incidents, a press conference should be streamed live on social media. While the active investigation is on-going and search efforts continue, only approved information should be released. Answers that may compromise safety or secu rity must be avoided but should be answered in a general way that gives the media something. “No comment” should be expressly avoided by senior officials — that signals they are hiding something, even when they are not. We can always say something, even if it is simply reinforcing the hard work corrections officers and staff are doing every day. Generally, there are three types of media questions that are asked in most types of escape situations. While these are not all encompassing and may not address specific circumstances, they can be a useful roadmap for executives. Public information officers and other officials

Fall 2025 | Corrections Today

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