Reacting to a Mass Shooting

Identify tactics and strategies before an emergency occurs

by Kara Irby, Florida League of Cities

It’s an experience that no one wants in their community – mass shootings. However, reports indicate that there have been more than 300 mass shootings in 2022. While a mass shooting is not clearly defined, mass killings are defined at the federal level as “three or more killings in a single incident.”

Although everyone hopes these horrific events won’t happen in their municipality, it’s imperative that the city, including the communications professional, is prepared and ready to respond.

UnitedOnGuns, a nonpartisan initiative launched in 2019 by the Public Health Advocacy Institute, recently published a protocol and playbook for Mayors and City Managers about responding to mass shootings. Highlights of the resources were presented at the 2022 Florida League of Cities (FLC) Annual Conference in a panel on “Responding to Mass Shootings: Advice and Assistance for City Leaders.” (For information on accessing these resources, see bottom right.)

While municipal leaders are often the trusted face in their community, it’s important that the entire municipal team, including the Public Information Officer (PIO), is clear on the messaging after a crisis occurs. Being proactive rather than reactive is essential.

One recommendation is to prepare for an emergency with a tabletop exercise for the municipal team. This exercise can be used to plan the city’s approach and the overall interagency response to the shooting. Additionally, consider posting all releasable public records information online to reduce information barriers and the influx of requests you will undoubtedly receive. At the FLC Conference, Heather Fagan, Chief of Staff for the City of Orlando, shared with attendees that they still receive public records requests about the Pulse nightclub shooting that happened in 2016. (The public records page for the shooting can be an example for other cities. See the Resources list below.)

During the session, panelists also underscored that victim services are the top priority after a mass shooting. For city leaders, including communications professionals, that also means protecting victims’ families from the press. It’s recommended that a secure location be identified for grieving families that is different from the press center.

Frequent communication with the public is also important. In consultation with law enforcement and municipal leaders, the PIO should decide who will speak at the conference, what the message is and how long each press conference participant will speak. The tabletop exercise is the perfect place to practice this.

UnitedOnGuns recommends scheduling the first press conference as soon as possible after a mass shooting, even if you don’t have all the details. Also, the group recommends you assure the press that you’ll have regular media briefings to provide the latest information as it becomes available.

Crisis communication is an important part of the municipal communicator’s role in city government. Having a protocol in place that addresses shootings as well as other crises is essential. Unfortunately, the question is likely not “if” you’ll need to use it for a crisis, but “when.” Ensure you’re prepared to tell the city’s story in all circumstances – positive and negative.

Kara Irby is a Communications Specialist at the Florida League of Cities.

MASS SHOOTING RESOURCES

▸ A Mass Shooting Protocol, Mass Shooting Playbook and Tabletop Exercise Template are available for free from a nonpartisan initiative at UnitedOnGuns.org.

▸ An example of a public records page, created for the Pulse nightclub shooting, is available at bit.ly/3TPfOFV.