Case Study Scenario:
The Meadowbrook Police Department officers and local citizens have
looked for missing two year old Whitney Jones for the last twelve hours.
No one has seen the little girl since her mother turned away from her
briefly to get an item off a top shelf in the canned vegetable isle in
Wal-Mart. The store cameras are not pointed toward the isle and
therefore did not capture anything. The cameras at the door indicate
that Whitney was carried out of the store by a tall man wearing a khaki
pair of pants, orange t-shirt and navy sweatshirt with tan work boots.
Whitney was last seen wearing a blue pair of jeans and pink sweater with
white sneakers. The sweater had a picture of Winnie the Pooh in the
The team working on the case (officers and detectives) would like to
gain community support and interest in her disappearance. It is believed
that the mother may be able to assist in this endeavor through photos,
interviews or press conferences.
Draft a two page essay addressing the following:
Why do you believe the team thinks that the mother can be helpful
through the various media formats?
Explain how the PIO can get the mother to work with each outlet in the
most suitable fashion. For instance, should she request photos for a
live interview or conduct a press conference if the team believes they
are close to locating the victim or offender.
How should the response differ for the newspaper, television news, face
to face interviews and press conferences?
What benefit does a PIO receive from doing all of these things?
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