From Dinosaur to Digital:  The media evolution

POST #9041-0068


November 2, 2017,  0800-1200

Anoka County Sheriff’s Office
13301 Hanson Blvd NW
Andover, MN  55304


Police and the Press – How to work with the media to tell the real story of law enforcement is designed to give commanders and CLEOs the knowledge, skills and confidence necessary to manage a variety of media encounters and successfully communicate important public safety information through traditional and social media channels.

Course objectives

Students will learn how to:

  • Manage media encounters when the news is positive, neutral and negative
  • Coordinate the dissemination of information during critical and non-critical incidents, including writing press releases
  • Prepare for media interviews in a variety of formats and situations
  • Interact with media members in a professional and productive manner

Course Outline (0800 - 1200)

  1. Introductions
  2. The three P’s to to successful media relations
  3. How to prepare for and conduct successful media interviews
  4. Benefits of working with the media rather than against them
  5. How to best disseminate information (i.e. press release, press conference, social media)
  6. Course takeaways

Course instructor/facilitator – Andy Skoogman

Andy Skoogman has a wealth of experience on both sides of the media divide.

Prior to his appointment as the MCPA’s Executive Director, Skoogman worked as the Public Information Officer (PIO) for both the Saint Paul Police Department and the Minnesota Department of Public Safety. In those roles, he manged the release of information during high profile, critical incidents, such as Amber Alerts, bank robberies, homicides and officer-involved shootings. Skoogman has also been interviewed hundreds of times by local and national media about a variety of law enforcement incidents and issues.

Additionally, he spent 15 years as a journalist where his reporting earned him multiple Emmy Awards. Finally, he has extensive background as a teacher and trainer. Some of that experience is listed below:

  • Media Trainer – Department of Defense, Department of Homeland Security, NATO and the Federal Emergency Management Agency (FEMA) (2004-present)
  • Community Faculty Member – Metro State/School of Law Enforcement and Criminal Justice (2010-2014)
  • Instructor – MCPA’s CLEO and Command and Leadership Academies (2010-2012)
  • Instructor – BCA Senior Management Series (2010-2014)
  • Instructor – SKILLS – Hennepin Techncial College (2008-2011)