TV News: PIO’s and Sources
BiB Contributor | George Howell
Public Information Officers are an important part of the daily local news gathering process. PIO’s are on the front lines for city, state, and government agencies: they write up the press releases, they’re available to speak to the media when situations warrant, and they can be very helpful when it comes to putting you in touch with specialists you may need to complete a story. If you’re taking a job in a new city, It’s important to get to know as many PIO’s as you can, because they serve as the official conduit of information for the agency they represent. Some PIO’s, like the gentleman featured above (Dekalb Fire PIO Eric Jackson), do a great job of disseminating information quickly, accurately, and efficiently to reporters on deadline. On the flip side, there are also PIO’s who work hard to control and restrict information that is relayed to the media. When faced with an agency that is less than transparent with information, your best bet is to learn the process for filing FOIA (Freedom of Information Act) requests, for the full or partial disclosure of government information.
This leads me to my final point about PIO’s. They can be great allies in news gathering; some can be great hindrances. Whatever the case, don’t mistake PIO’s as the final word on a situation. Public Information Officers are trained to give you their agency’s official position on any given situation, usually in a timely, professional manner. It’s up to you, however, to dig deeper. After you’ve talked to the PIO, go out and talk to other people. You may find some employees who disagree with their agency’s official stance, and have legitimate concerns that they want you to investigate. It’s your job as a journalist to hear what they have to say, and decide how and if it might fit into your final story. You will find that some of the best sources are the rank-and-file employees – people who may want to remain anonymous – but have an issue that they want exposed. It’s up to you to hear all angles on a story, verify it as best you can, and write a story that both responsible and accurate.
PIO’s are only one piece of the puzzle. As BiB Contributor & News Director Tai Takahashi blogged in one of his most recent posts, “Always Be Curious“. The viewers you serve expect you to always dig deeper, beyond the PIO.
By the way, here’s a bonus FYI so you can be aware of the differences: Public Information Officers (PIO’s) handle city, county, state, and federal agencies in the United States. If you’re dealing with military press, you will work with Public Affairs Officers (PAO’s). And if it’s a private business, you will work with the PR Manager. (Sorry, FOIA requests don’t work with private businesses, unless the information you need has been subpoenaed by the courts for other purposes).
Good Luck!
Tags: breaking, broadcasting, interns, PIO's, Public Information Officers, sources, students
