Many organizations struggle with visibility due to changing technology. Those that do not keep pace often experience gentrification of their membership or volunteers because they are unable to tailor their messages to other audiences. They often suffer from organizational inertia causing them to die out. Organization that are too rigid to change cannot adapt to new ideas. Their structure is inflexible and inefficient. Those that desire to improve, but are behind technologically might consider hiring a public information officer.
Public information officers (PIO's) wear many hats. Their role includes aspects of public relations, marketing, and dissemination of highly coordinated messages with the goal of speaking with one voice. During a crisis this is especially important to reduce conflicting reports that can add to the confusion. Most people listen to persons in authority. Credibility is of utmost importance.
PIO's must continually work to master new technologies and be proficient in the use of traditional and emerging social media. A large percentage of younger people receive their information through social media channels. Networking with peers is critical to the development of PIO skills because technology is changing continuously. Ideally organizations will have a pool of PIO's resources. The selection of a PIO may depend on the complexity of an incident, expertise or experience, geographical location and the availability of qualified persons. If there is a shortage, resource agreements may be possible with other groups. Organizations would benefit greatly by cultivating and training up a cadre of public information officers.
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