A mass shooting, particularly one on a college campus, demands a trauma-informed response from law enforcement — not just in how the scene is secured, but in how the agency communicates.

“Empathy-focused messaging matters,” said Julie Parker, a former law enforcement PIO and crisis communications strategist. “Students, staff and faculty may have just experienced one of the most terrifying moments of their lives.”

Recognizing that, the early messaging must prioritize empathy, clarity and reassurance.

A complex crisis demands careful, factual messaging

In the case of the Florida State University mass shooting on April 17, communication becomes even more sensitive and complex. Reports indicate the alleged shooter was the son of a law enforcement officer and used his mother’s service weapon.

“When a tragedy is compounded, as it appears to be in this case by the fact that the alleged shooter, the son of a law enforcement officer, allegedly used his mother’s weapon(s), close attention to detail in the crisis communications response is imperative,” Parker said.

Unified leadership builds trust

Parker emphasizes the importance of unified leadership in the aftermath of such incidents: “Seeing and hearing from leadership from all affected agencies can enhance trust.”

Joint briefings and coordinated statements signal to the public that agencies are aligned, accountable and focused on transparency during a difficult time.

Crisis communication must also account for every group affected.

“All audiences must be considered when sharing spoken or written messages,” Parker said. “That includes the families of the dead, the families of the injured, all on campus today who were near or far from the crime that may have witnessed the crime or been directed to shelter in place, the police officers, firefighters, and paramedics who responded, and in this instance, the agency where the suspect’s mother works.”

Every one of these audiences deserves communications tailored to their perspective and trauma.

Coordinate what will be said — and who will say it

With multiple agencies involved, information sharing can become disjointed unless there’s a plan in place from the start.

“Coordinating confirmed information can be challenging,” Parker noted. “What will and won’t immediately be shared — including who will release victim information, investigation updates, and video evidence — is key to keeping the focus on where it belongs most: those directly affected.”

In moments like these, messaging isn’t an afterthought or a side duty. It’s a core component of the public safety response. Missteps can erode trust — not just in the days following a tragedy, but for years to come.

Crisis communications checklist: When the suspect has a law enforcement connection

Immediate response

☐ Use trauma-informed language in first statements (avoid sterile or overly technical terms)
☐ Express empathy for victims, survivors and the broader community
☐ Confirm only verified facts — avoid speculation

Sensitive disclosures

☐ If the suspect is related to an officer, acknowledge the relationship once confirmed
☐ If a service weapon was used, state what’s known and what’s being investigated
☐ Clarify whether internal or independent reviews are underway

Tone and approach

☐ Stay human — speak plainly and with compassion
☐ Emphasize accountability without casting blame prematurely
☐ Keep the focus on those directly affected, not the agency

Unified messaging

☐ Identify the lead agency for communication
☐ Coordinate talking points across all involved jurisdictions
☐ Hold joint press conferences when possible to show unity

Audience awareness

☐ Tailor messages for multiple audiences: Victims’ families, community members present, first responders, officer’s agency/fellow employees
☐ Provide internal briefings for impacted personnel

Ongoing updates

☐ Set a regular schedule for media updates or community briefings
☐ Proactively address public concerns (e.g., firearm security protocols)
☐ Monitor and correct misinformation across platforms