Pressure Cooker — PR on the Policing Frontline

Communications for a police force is a unique, different beast. Challenging goals, tight budgets, high-profile incidents and managing 30+ murders in a single year make it a demanding environment. For PR professionals, it requires navigating complex media ecosystems and addressing the demands of a 24/7 news cycle.

Someone who knows this world inside out is Liz Riding, Head of Media and Engagement for Lancashire Constabulary. Throughout her 28-year tenure, Liz has faced countless comms challenges. For her, what most would call a crisis is just another day at the office. For the record, she describes the job as a privilege.

Liz’s insights are invaluable to anyone in PR and communications. This episode of PR in the Real World is brimming with lessons only someone as experienced as Liz could offer. Here are some key takeaways:

1: Understanding Where the Conversation Happens

Gone are the days when a well-crafted press release and a chat with a friendly reporter from the local paper would suffice. Today’s PR landscape demands a firm grasp of how traditional media and social platforms collide and interact. Social media has brought new layers to the conversation, often fuelling feedback loops that can create or amplify crises or twist narratives beyond recognition.

The rise of ‘armchair detectives’ and ‘citizen journalists’ has only complicated matters. These digital sleuths thrive on sensationalism, and their content can sometimes spill over into mainstream media or become the story itself, distorting things even further. Knowing where the conversation is happening, who’s driving it, and how it’s evolving is now a critical part of the job.

Social media’s appetite for constant content has also reshaped traditional outlets. Stories now morph and escalate at lightning speed, and PR professionals need to stay sharp and ready to adapt at a moment’s notice.

Staying proactive about monitoring conversations ensures you can respond swiftly and strategically.

2: Constantly Reassess Social Media’s Role

Social media is a double-edged sword. On the one hand, it offers an unparalleled platform for reaching audiences and amplifying campaigns. On the other, it’s a breeding ground for trolls, misinformation, and negativity. This makes it essential to regularly assess whether the platforms you’re using are still serving your organisation’s goals.

Take X (formerly Twitter), for example. Once a go-to channel for instant communication, its value has been called into question by many private and public sector teams. While it can be a powerful tool for engagement, it can also become a magnet for toxicity and distraction. Honest, ongoing evaluations of each platform’s performance ensure that your resources are focused where they’ll have the greatest impact.

Make sure the channels you use work for, not against, your strategy.

3: How Can You Prioritise Hyper-Local Engagement

For regional organisations that rely on maintaining public trust, the starting point is at a local level. By focusing on hyper-local strategies, organisations can cut through national noise and deliver messages that resonate directly with the communities they serve. Tools like community messaging systems or partnerships with local groups can build credibility and foster stronger relationships.

During times of heightened tension or misinformation, this approach becomes even more critical. Tailored updates, delivered straight to the people who need them most, not only keep communities informed but also reinforce your organisation’s role as a trusted source of information.

Understand and build rapport with your audience

4: Resilience is Key Because People Get Hurt

Resilience isn’t just a buzzword in public sector comms — it’s a survival skill. But building resilience doesn’t mean bottling things up. It means creating an environment where challenges can be openly discussed and tackled head-on. Leaders who share their own vulnerabilities and show empathy set the tone for a collaborative and supportive team culture.

Being transparent about struggles — like taking time out to deal with stress — isn’t a sign of weakness. It’s a mark of strength and self-awareness. When leaders model this behaviour, it their teams can prioritise their well-being, too.

Support structures like counselling, regular check-ins, and open communication channels are vital. Normalising conversations about mental health and stress helps build long-term resilience, both for individuals and the organisation as a whole.

Look after yourself and your team

Conclusion

Public sector communications is never an easy gig – and the police service comms brings its unique challenges. It demands adaptability, a sharp understanding of evolving media landscapes, and, above all, resilience. By staying grounded in your organisation’s mission, focusing on hyper-local engagement, and fostering a culture of well-being, you can rise to the challenge and make a real difference — both to your team and the communities you serve.

Listen to Liz’s episode from the 7th of Jan

Other episodes available now on Apple, You Tube and Spotify: