Closing the Gap

“The Media is the Enemy” Is Costing Your Department More Than You Realize

The next crisis is coming. The only question is whether your department will be ready for the headlines….or scrambling for damage control afterward.

The reality is, reporters and law enforcement share the same mission: to serve the public. With the right strategy, you can shift the narrative, gain allies in the press, and strengthen your department’s credibility when it matters most.

For decades, law enforcement and the media have been locked in a tug of war.

Police policies have taught officers to give as little as possible. And they wait too long to address their own failures. Reporters, on the other hand, survive by uncovering as much as they can. One side protects secrets. The other profits from exposing them.

But what we fail to realize is that both law enforcement and the media exist to serve the same public. Police protect safety, liberty, and freedom. And the media demonstrates the freedom of speech that anchors the American way.

The problem isn’t the mission. Everyone’s on the same side here. The problem is the lack of trust between the two.

Here’s what too many departments overlook…

Even if you don’t talk to the media, the media still talks about you

When there’s no trust between officers and reporters:

  • Headlines get written without your input 

  • Public perception spirals out of your control

  • Citizens lose confidence in your department

  • And once a crisis hits, it’s already too late to fix the relationship

Studies confirm what many chiefs and PIOs already know: improved media relations directly improve public trust (and funding approvals). Agencies that proactively work with the media gain stronger reputations, higher citizen cooperation, and more support for resources.

So what if your department had the ultimate advantage?

First, the facts. A major incident will hit your town. Cameras will roll. The press will demand answers. And the community will be waiting to hear from you.

If you’ve built no relationships with the media, you walk into that press conference tense. Every question feels like a trap. Every headline that follows reads like an attack. Citizens see a department under fire, and their trust erodes even further.

But with strong media relationships...

You walk into that same press conference, and you recognize reporters you’ve built trust with long before the crisis. 

They know you. They respect your boundaries. They give you the benefit of the doubt. You have an understanding together.

Instead of rivals waiting to attack you, you see friends prepared to tell the story fairly. The headlines don’t destroy your credibility. They show your department as professional, transparent, and human.

And outside of the crisis, those relationships keep paying dividends. Reporters start calling you for positive stories. Training drills, community programs, and officer spotlights become part of the news cycle. They shift public perception away from “all cops are bad” and toward "wow, the police actually care."

And when the community sees those stories? They cooperate more. They pick up the phone to report a crime. They give tips that lead to arrests. They start seeing your officers as real people. As trusted protectors.

This isn’t theory. Departments across the country are proving that when law enforcement and media learn how to work together, reputations improve, trust builds, and even funding conversations get easier.

Trust doesn’t only change the headlines. It changes everything.

Guiding your department

Meet the EMMY Award-Winning Journalist Who Serves Both Sides

For more than 20 years, I stood on the other side of the microphone. As a local TV reporter and anchor, I worked with law enforcement nearly every day. I covered a range of stories, from homicides and natural disasters to small community events that went unnoticed.

I’ve seen what happens when trust exists between officers and reporters...and I’ve seen the damage when it doesn’t.

As an EMMY and Edward R. Murrow award-winning journalist, I know how reporters think, what they need to do their job…and why some officers earned my trust while others held me at arm’s length. Even after I left the newsroom, officers I worked with still called me with tips for stories because they trusted me not to expose them. 

And that’s what trust does: it outlasts the crisis.

Now, I bring that experience to law enforcement agencies across the US. I help departments build strong, lasting relationships with reporters before the next crisis hits.

And it works because I’ve lived both sides of the coin. I know what it’s like to face a deadline with limited information. I know how quickly a story can spiral without clear information. And I know how powerful it is when a department controls its message and reporters respect its boundaries.

That’s why I do this work. Because I believe your officers deserve to be seen fairly. Your department deserves to earn the public’s trust, and your community deserves to see the full story of how you serve them.

The plan every department needs

Closing the Gap: 90-Day Media Plan

For departments and agencies ready to take action now

I start by sitting down with your team and getting to know what you’re up against, because every department I work with is different. A sheriff’s office in a rural town has completely different challenges than a state police agency in a busy metro area. One may struggle to get any coverage at all. While the other may be under constant scrutiny with reporters at every scene.

I want to understand what’s working, what isn’t, and what your community thinks about you.

From there, you’ll get a three-month plan that helps your department build trust with the media and shape your image. You’ll learn which reporters and outlets influence your community and how to start building relationships with them before the next crisis. You’ll also learn how to pitch stories that show the good your officers are doing, so coverage doesn’t just focus on crime and controversy. 

Here’s the breakdown ↓

  • → Meet with your PIO, command staff, or spokesperson (virtual or in-person if local).

    → Review what’s working now — past coverage, existing media relationships, community perception, etc.

    → Identify key outlets and reporters in your market (TV, radio, newspaper) who matter most.

    → Start mapping opportunities to build relationships and shift coverage in your favor.

  • → Review and improve press releases, media alerts, and advisories so they actually get picked up.

    → Learn how to make reporters’ jobs easier by providing what they need (photos, video, quotes, etc).

    → Create proactive story ideas that showcase the great work your officers do. (This can include ride-alongs, drills, community events, seasonal safety campaigns, etc.)

    → Explore opportunities for direct collaboration with local media.

  • → Practice how to hold a great press conference. Decide who will speak, what visuals to use, and how to manage the room.

    → Build strong relationships with reporters so you become their trusted source before rumors spread.

    → Put transparency into practice, communicating openly while maintaining control of your narrative.

    → Leave with a clear plan and get direct consulting access for help as your team puts it into action.

    *Most departments start to see a shift in coverage and trust within the first 30–60 days. 

Investment: $1000

Implementation Support Add On: $1,000/month for 3 months

Closing the gap: Keynote training

For conferences, summits, and department-wide training sessions

This 1-hour keynote gives your leaders, officers, and PIOs immediately usable tools they can put into practice the next time a reporter calls. Through real stories from my years as an EMMY award-winning reporter, your team sees what worked, what backfired, and how small shifts in your approach can change everything.

You'll learn how to:

  • Handle a reporter’s unexpected call without freezing up or saying too much.

  • Respond when you’re caught off guard.

  • Share just enough to build credibility without compromising an investigation.

  • Reframe “the media is our enemy” to “the media can be our ally.”

  • Reinforce transparency to build long-term trust.

Investment: $2000

Proof that mutual trusts leads to better coverage

Numbers don’t lie. Research shows that when law enforcement and the media build stronger relationships, trust and credibility follow:

  • 84.2% of agencies said the media had a positive effect on their public perception.

  • 89.5% reported that media coverage accurately reflected their department.

  • 94.7% agreed they could benefit from becoming more proactive with the media.

Source: Larry Jones, Florida Department of Law Enforcement

What This Looks Like Inside Your Department

  • Citizens start cooperating

    When people see good, true stories about your department (e.g., community events, not just arrests), they start to believe your officers are working for them. That trust leads to more cooperation. Witnesses speak up, people report drug activity, and community members share tips they’d normally keep to themselves.

  • Fairer & more balanced coverage

    When there's trust, reporters tend to call you directly. They verify details and add context before running a story. Instead of “police refuse to comment,” the coverage shows your agency as transparent, professional, and credible.

  • Funding conversations get easier

    Departments with strong media ties gain more public support. This helps them secure budget approvals and capital improvements. When citizens trust you, they’re more willing to support where their tax dollars go.

  • Crises feel less like ambushes

    Walking into a press conference doesn’t have to feel like walking into enemy fire. When reporters already know and trust you, the tone changes. They respect your boundaries, listen to your message, and give you the benefit of the doubt.

  • Consistent message control

    Instead of scrambling to react to rumors or leaks, your department gets ahead of the story. With a plan in place, you know what to say, when to say it, and how to say it—so the community hears your voice first, not a distorted version secondhand.

  • Your reputation grows over time

    The real win isn’t just in handling crises. It’s in the everyday coverage that builds your image long-term. Officer spotlights. Community events. Training drills. These stories slowly shift the narrative away from “all cops are bad” to “our department is filled with professionals we can trust.”

 "Michelle is a trusted friend to law enforcement. As a reporter, she held close confidential information, never revealing her sources. 

Now, as a consultant, Michelle easily creates ideas that benefit reporters & agencies. Because of her character & reputation in the news industry, she makes meaningful connections. Michelle believes in the good in LEOs & wants to see them succeed. 

Either as a keynote speaker or consultant, your agency will benefit from Michelle’s news perspective."

Captain Joel Ware, GCSO

Your chief or PIO is probably thinking…

“We don’t have the budget for this.”

I get it, budgets are tight everywhere. The unfortunate truth is, repairing a damaged reputation costs far more than preventing one. Departments that build strong media relationships often find it pays for itself in unexpected ways (e.g., smoother budget approvals, more community support, and fewer legal or PR clean-up costs after a crisis).

“We’re too rural. Reporters barely cover us.”

Small-town agencies actually have one of the biggest opportunities. Reporters want good local stories. And when you give them consistent access, your department becomes the go-to source. Even if you’re not seeing cameras every day, the relationships you build now will matter the day something big does happen.

“We already have a communications person.”

Perfect! That means you already know the value of messaging. I’m not here to replace your PIO or comms staff. I want to support them, train them, and give them tools from the reporter’s side of the fence. We can make their job easier and your department’s coverage stronger.

“I don’t think we need this.”

That’s the same thing a lot of departments feel before they start. But time and again, when law enforcement leaders take the step to build trust with the media, the results follow. Fairer coverage that paints you in a positive light. More community cooperation and trust. Less stress when a crisis hits and you do a press release. Trust changes everything, but only if you start building it now.

When you build trust with the media…

You’ll walk into press conferences confident and in control of the message.

✓ Your officers will feel protected by the way stories are told about them.

✓ Your department won’t dread seeing its name in print anymore.

✓ Headlines will highlight your professionalism instead of fueling police hate.

✓ Citizens will start trusting your department again and cooperating more.

✓ Reporters will call you for positive stories, not just when crime happens.

✓ Crises will feel less chaotic because you’ll already have a plan in place.

✓ Relationships with the press will turn interviews into conversations rather than interrogations.

✓ Public trust will rise, making budget approvals and funding conversations easier.

✓ Morale inside the department will improve when officers see balanced coverage.

✓ Instead of being reactive, you’ll lead the narrative before others define it for you.

The shift doesn’t happen by chance. 

It happens because you took control of the situation. Because you opened the door to the media instead of shutting it. Because you chose to show transparency when it would’ve been easier to stay silent.

Reporters respect you because of the way you show up. Citizens cooperate because they believe in your word. Funding gets approved because leaders trust your reputation. 

The trust that you’d build isn’t handed to you — it’s created by the choices you make, and the leadership you show.

✓ You know your department does good work, but the public isn’t hearing it, and that has to change

✓ You’ve lived through negative coverage and refuse to let it define your agency’s reputation

✓ You want reporters to see you as credible and trustworthy

✓ You’re determined to rebuild community trust and prove you have nothing to hide

✓ You understand that public perception impacts funding, staffing, and morale and you want that to improve

✓ You’re tired of reacting under pressure and want a clear, proactive communication plan

✓ You take pride in your agency and know your officers deserve a reputation that matches the work they do every day

✓ You want mutual trust with the media

Closing the Gap is for you if…

Here’s what other departments wanted to know before they jumped in

FAQs

  • That’s common. Many departments assign media duties to captains, sergeants, or even chiefs themselves. The plan or keynote supports, no matter your size or leadership structure. It’s designed to fit your structure, whether you have a communications team or just one designated spokesperson.

  • Not much. You’ll meet once a month for a working session (about 60 minutes) plus occasional short check-ins. The real value lies in the tools, templates, and strategies you can use immediately. They won’t add to your workload.

  • Most media trainings are one-off and theoretical. This isn’t a lecture or a quick workshop. And most don't have 20+ years as an EMMY Award reporter. You get practical, ongoing support. You get real relationships, practical tools, and a system your team can use even after the 3 months end.

  • Absolutely. Rural agencies often find it hard to get any positive coverage. In contrast, metro departments face constant scrutiny. The plan adjusts to your situation. You can get more visibility or have better control over the narrative, no matter your size.

  • That’s exactly why this training exists. Reporters and police both help the public. But if there's no trust, their relationship can become tense. This plan shows you how to rebuild that trust step by step, so your next interaction feels like a partnership.

  • A little of both. I use stories from my years in the newsroom to make the lessons come alive for you. This method gives your team practical, concrete strategies you can use the very next time a reporter calls.

  • In 90 days, you’ll have access to consulting on weekdays. You can get quick help with a press release, advice before a presser, or feedback on tricky media requests. You also have the option to add a 3-month implementation support retainer.

  • You’ll have a useful playbook, trained leaders, and strong media connections to build on. If you’d like additional support, I can stay on retainer to help with implementation and strategy.

  • Sessions are scheduled at times that work best for your command staff. Virtual meetings are standard, with in-person available if local.

  • The plan is flexible. If you miss a session, the strategy and resources are still shared, and support continues between meetings.

  • In many cases, yes. Departments often use professional development, training, or community engagement budgets to cover this type of program.

  • Yes! While the program and keynote training are specific to law enforcement, the same principles apply to other public safety agencies.

  • No training or program can guarantee a good headline. However, this provides tools and connections to shape coverage, build trust, and avoid harmful stories.

  • Ideally, your PIO or spokesperson, command staff, and any officers likely to speak to reporters. Departments can also include supervisors to spread consistency.

Earn the Trust Your Officers and Citizens Deserve

Again: The next crisis is coming. The only question is whether your department will be ready for the headlines….or scrambling for damage control afterward.

90-Day Media Plan

Investment

$1000

Keynote Training

Investment

$2000