We are sharing with you the first edition of the book on Kindle.
THE IMPORTANCE OF GOOD COMMUNICATION MANAGEMENT IN THE FACE OF CRITICAL POLICE INCIDENTS: IMPROVEMENT PROPOSALS COMMUNICATION RESPONSE PROTOCOL FOR CRITICAL INCIDENTS 

Interview with the author, Selva Mª Orejón

Why did you start writing this book?
Six years ago, alerted by a social and communication phenomenon that is being observed, I began to reflect on how to address it and from which perspectives.

What is your objective with this publication?

The intention is always to offer some reflection that may help, and if, in addition, it brings the conflict closer to being resolved, all the better. Always seeking the benefit of all parties.

Why are you concerned about crisis management in police communication? Is it new, or did it already exist?  

Of course it already existed. In fact, in the book I cite several authors and emphasise that this phenomenon (a paradigm shift in social communication and, therefore, police communication) does not have such different ingredients, but it does have some new and unique ones.

Traditional crisis management includes procedures that could be reviewed once it is understood why this would be necessary.

And what factors do you see as differentiators?

There is a differentiating element that makes it highly combustible. I am not assessing whether this factor is negative, positive, or necessary; I am simply stating that this phenomenon generates—and is generating:

• A communication problem between the parties.
• Growing and exponential exposure of evidence of the events that occurred.
• Growing and exponential dissemination of the events.
• Greater reach of the intervention of communication actors and spokespersons.

What do you think this is due to?
Not only because social media makes it easier to spread the message; it is also positive because, at times, it can shed more light on certain cases.

At other times, when we have technical means and digital megaphones, the phenomenon of “power without control is useless (for anything) or for anything good” occurs, because narratives are constructed based on observation without professional knowledge. This does not mean that people cannot have an opinion, but it has consequences for the media trial that are not always so clear and are not helpful.

From my observation, I can say that there is an inequality in the level of knowledge between the interlocutors.

And what do you think can be done from institutions?

Taking this concept of “inequality” in discourse into account, it should be said that the form and the medium also play an absolutely fundamental role.

You must “do it well and make it known”, and, especially in complex police interventions, your online assets must be used wherever, whenever, and with whomever necessary.

These assets must also be well positioned and well connected to try to bridge this gap in the volume of communication—at the very least so that the corporate voice is heard (and not just listened to). Communicating is not speaking; it is ensuring the message gets through.

The book explores several issues in depth, such as:

• Inequality in the response capacity of communication channels (passively voluntary).
• Communication silence and its consequences.
• Denial discourse.
• Double denial in discourse.
• Increased communicative hostility (as a consequence of prolonged silence or denial discourse).
• Delayed reaction.
• From overreaction (use of force) to infra/minus communicative reaction.
• Lack of coordination of the strategic communication message.
• Lack of recording of passive communication.
• Lack of learning from observing passive communication.
• Lack of integration of active communication: characteristics.
• If I do not see it, it does not exist (the ostrich technique or black swan theory).
• Lack of training.

When will we be able to access the full book?

In a few weeks, pending receipt of the final correction from the protagonists of one of the cases (Roquetas) and from other communication actors and professionals in police communication, operational intervention, verbal defence and persuasion, and a retired officer.

For now, you have the first pages of the publication available free of charge on Amazon.