What should PRM do during large, dynamic, or multi-agency incidents?

During large, dynamic, or multi-agency incidents, it is crucial for the Public Relations Manager (PRM) to collaborate with other entities to effectively manage sensitive information. Collaboration fosters transparency and ensures that all relevant parties are informed and can work together to address the incident efficiently. When multiple agencies are involved, a unified approach to communication can help maintain consistency in the message delivered to the public, alleviate confusion, and prevent misinformation.

Furthermore, managing sensitive information collaboratively allows for a more comprehensive and coordinated response. All agencies can share critical updates and insights that contribute to a more effective overall strategy for dealing with the situation. This cooperative effort helps reinforce trust among the agencies involved and with the community.

In contrast, independent handling of information or implementing strict secrecy protocols may lead to fragmented communication, resulting in mixed messages and a lack of trust from the public. Delaying information release until all agencies provide input can also hinder timely communication, possibly causing confusion and ineffective responses during a critical incident.