Sanford police public-safety communications outlines emergency, recruitment and social-media strategy

Sanford Police Department public-safety communications staff described a data-driven social media and emergency communications operation during the commission work session on June 23.

Bianca Gillette, the Police Department’s Strategic Communications Manager, said the unit runs 24/7 in teams and handles both routine media relations and high-stakes crisis communications. She described the team’s responsibilities: social media, press releases, redaction and distribution of body-camera footage, press conferences and serving as the city’s communications lead during emergency operations.

Gillette said the police public-information unit aims to balance crime reporting, prevention guidance and community outreach to build public trust. She noted internal communications, deployment of a two-person media team for press events, and use of a green screen studio to produce recruiting and outreach videos.

Officer Michael Hernandez, the department’s public-information officer, was credited with improving the department’s social presentation. Gillette said the department’s Facebook account had grown to more than 32,000 followers and that the department met its annual social-growth target. She added the department is focusing on growing its YouTube presence because video consumption and watch-time shape audience engagement.

Gillette described a recent missing-and-endangered-person case where a Facebook post produced a tip leading to a safe recovery within hours, an example she used to show the value of strong social reach. She also outlined emergency-operations work: when the city activates the Emergency Operations Center, public safety communications lead unified messaging across city, police and fire channels.

Recruiting was a frequent subject. Gillette said changes including three-year training commitment terms and a recently announced starting salary of $64,000 produced a spike in applications. She said the department will increase video content and produce a “rookie vlog” to support recruitment and planned a cold-case series to raise attention to unsolved investigations.

Commissioners asked about online reporting and metrics; Gillette said online reporting is building and the police department provides a tablet at headquarters and will add one to City Hall when construction is complete. Commissioners expressed support for the department’s approach and asked staff to continue reporting recruiting and emergency communications results.