Julie Martin
Public Information Officer, Lee County Sheriff’s Office
Julie Martin
Public Information Officer, Lee County Sheriff’s Office
Captain Thomas Reyes
Palm Beach County Fire Rescue
Captain Thomas Reyes
Palm Beach County Fire RescueTom Reyes is a badged Captain and the Public Information Officer for Palm Beach County Fire Rescue. Captain Reyes started in the Fire service in 2000 in the Florida Keys before coming to PBCFR. He spent 9 years as a Flight Nurse on the TraumaHawk helicopter before promoting to Lieutenant and Captain. The PIO position opened up in 2022 and Tom felt this was an opportunity to expand the role of the Public Information Office. Since starting as PIO, Captain Reyes has worked on increasing the timeliness and efficiency of the internal and external communications for PBCFR. He has been deployed as a PIO to Suwannee County in the aftermath of Hurricane Idalia, and is the Florida Region 7 coordinator for any PIO’s that may be emergently deployed to or from Palm Beach, Broward, Maini Dade and Monroe Counties.
Jewel Berrios
Social Media Specialist Miami-Dade Corrections and Rehabilitation Department
Jewel Berrios
Social Media Specialist Miami-Dade Corrections and Rehabilitation DepartmentJewel Berrios is the social media specialist for the Miami-Dade Corrections and Rehabilitation Department. With a background in media production, Jewel utilizes these skills to create engaging content and manage MDCR’s social media presence, including developing social media strategies to promote the department. Prior to this role, she served as a media aide for the Miami-Dade Board of County Commissioners where she was responsible for producing content for the Board’s social media accounts. She also worked as a transcriber for ABC’s hit TV show Shark Tank, and her projects have been recognized at various film competitions and festivals. Jewel graduated summa cum laude from the University of Central Florida with a Bachelor of Arts in Radio-Television Production and a minor in Cinema Studies.
José L. Diego
Head of the Innovation & Project Management Division
Deanna Bettineschi
Public Information Manager | City of Hollywood PD
Deanna Bettineschi
Public Information Manager | City of Hollywood PDDeanna Bettineschi grew up in Port Saint Lucie, Florida. She attended the University of Florida where she majored in Telecommunications and Minored in Communications Studies. She began her career in 2011 in TV News. Deanna was a reporter/anchor for almost a decade when she decided to change careers. In December of 2020, Deanna became the Public Information Manager for the Hollywood Police Department. Deanna manages the social media accounts for the department, produces press releases, updates the department’s website, does on-camera interviews, and facilitates press conferences. Deanna is married to her husband Tommy, who is a Navy Veteran, who also works at the police department. Together, they have a 7 year old Dalmatian named Pongo.
Tatiana Peralta
Communications Manager | National Crime Prevention Council
Opening Ceremony: Honor Guard Presentation and Keynote Address by the Sheriff
Sheriff Ric Bradshaw
Kick off the SMILE Conference with an inspiring and ceremonial start. The Honor Guard will present the colors, symbolizing our dedication to duty, honor, and service. This solemn moment sets the tone for our conference, reminding us of the core values that drive our law enforcement community. Following the presentation, we will have the honor of hearing from the Sheriff. His keynote address will offer valuable insights and set the stage for the discussions and learning that will take place over the course of the conference. His words will underscore the importance of social media in law enforcement, the challenges we face, and the innovative solutions we can implement to better serve our communities.
Navigating the Storm: Public Information Officer Perspective: Crisis Communication and National Media Management in the Wake of Mass Shootings
Veda Coleman-Wright
The Benefits of Giving Frontline Police Officers a Voice on Social Media
Linda M. Tobias
Metro Vancouver Transit Police (MVTP), with an authorized strength of only 186 police officers and 20 Community Safety Officers, has 48 social media accounts across 8 platforms. Most of these accounts are handled, not by the PIO or Executive team, but by officers at the sergeant rank or below. As a result of the small department’s large digital footprint, niche demographics are being reached, goodwill in the community is growing, and media attention has increased. Using MVTP as a case study, Linda Tobias will explore how empowering units and individual officers to have a branded presence on social media will humanize your department, build relationships with the marginalized groups/individuals, and increase employee morale. Linda will share how: employees are selected to manage a social media account, risk is mitigated, oversight is administered, internal support is solicited; and how to make the whole process manageable, even with limited resources.
Basic Social Media Bootcamp
Anthony Rodriguez
Community Outreach, Specifically Catering to a Demographic in One’s Community
Benito Gaspar
Join Benito Gaspar, our dedicated Spanish-speaking liaison, as he shares his expertise in community outreach within Palm Beach County's Hispanic demographic. This insightful presentation will explore tailored strategies for engaging specific community groups, with a focus on cultural sensitivity and effective communication. Benito will discuss the unique challenges and opportunities in reaching out to diverse populations, highlighting successful initiatives and practical approaches that have fostered trust and collaboration. Attendees will gain valuable knowledge on how to create meaningful connections and enhance community relations within their own jurisdictions.
Benefits of Facility Dogs for First Responders/Social Media Use
Eric Fredricks
Discover innovative ways to leverage technology and social media for community policing with a focus on our beloved comfort dog. In this presentation, you'll learn how we use our Instagram page to advertise upcoming community events, enhance recruitment efforts, and humanize the officers behind the badge. We'll also explore how we promote support for victims and special groups in our town, fostering stronger community bonds and trust. Join us to see how a compassionate approach to social media can transform community engagement and policing.
A Police Recruitment Story: How Miami Received 1,000 Applications in 12 Hours
Officer Nicholas Perez
In a dynamic presentation for police social media recruitment, Major Um Set Ramos and Officer Nicholas Perez will explore cutting-edge strategies to attract police prospects to elevate job listings across various platforms. The presenters will begin by analyzing the current landscape of social media recruitment and highlighting the significance of different platforms. Emphasizing the power of storytelling, they will delve into creating compelling agency brand narratives that resonate with an agency’s target audience through three examples of social media campaigns that garnered more than 3,000 applications. Participants will discuss effective content strategies, utilizing visual elements, and engaging storytelling to showcase agency culture, explore data-driven approaches, and leverage technology advances in phone application services.
Leveraging Social Media for wellness, retention and recruiting
Chief Marcia Harnden
If you build it they will come. The Albany Police Department has leveraged its social media to build followers, recruit talent, tell their story, and showcase the wellness culture they have built.
Community Outreach | Catering to Youth
Deanna Bettineschi
This presentation focuses on how to connect with youth through social media. The goal is to increase social media followers and engagement, how to get officers and command staff involved, and how to make a connection with your community.
Engage or Avoid: Effective Tactics for Handling First Amendment Audits
Nicole Ferris
Now that everyone has access to a camera, it’s easier than ever for anyone to claim to be an independent “journalist”. We are fortunate to have the First Amendment, and with that right, self-proclaimed activists are using that as a way to audit and humiliate Government and Federal Agencies. First Amendment auditing has become a nationwide trend, with so-called activists testing Constitutional rights in public buildings and filming employees to entice reactions. The goal is to engage public workers in any type of confrontation to create content to post online to embarrass the agency, get more views and increase their social media revenue. This session focuses on what is legal, what tactics First Amendment Auditors use and how to respond accordingly. This session will also touch on public records requests, which many auditors use as a reason to gain access into the building.
Navigating Turbulent Waters: Mastering Crisis Communication for Public Agencies
Chris Hsiung
In this dynamic presentation, attendees will learn how to effectively manage and communicate during crises in the law enforcement field. The session will cover essential strategies for quickly assessing situations, crafting clear and concise messages, and utilizing social media to disseminate critical information. Participants will gain insights from real-world case studies and receive practical tips on maintaining public trust and transparency. Whether dealing with natural disasters, public safety incidents, or organizational challenges, this presentation will equip law enforcement professionals with the tools they need to navigate turbulent waters and emerge with their reputation intact.
Content Creation Bootcamp
Fatima Zimichi
Cold Case Chronicles: Solving the Unsolved with the Power of Podcasting
Fatima Zimichi
Discover how the dynamic duo, Fatima Zimichi and Anthony Rodriguez, have harnessed the power of podcasting to breathe new life into cold cases. In their groundbreaking podcast, The Lead, they delve into unsolved mysteries, bringing attention to forgotten cases and generating public interest and tips that can lead to breakthroughs. This session will provide an inside look at how they research, produce, and promote their podcast, and the impact it has had on the community and law enforcement efforts. Learn how storytelling and digital media can be powerful tools in the pursuit of justice, and get inspired to leverage new platforms for investigative work.
Super Bowl, Formula 1, National Championship, Oh My! How to use Social Media during primetime sporting events.
Angelica Kellner
What do you do when you have primetime sporting events in your town? How do you relay important public safety messaging but also have fun and showcase the event?
We’ll go through our social media strategies, what we did, why we did it and how we did it, when it came to big sporting events in Miami!
From Serious To Social: Changing Public Perception, One Post At A Time
Jordan Mirakian
Why it's ok to use humor on a law enforcement social media platform. Seal Beach is a small beach community in Orange County, California. With just over 24,000 residents, we have gained national recognition in the law enforcement social media community for our unique blend of humor, authenticity and informative storytelling on our Facebook and Instagram platforms. Our presentation discusses different ways we incorporate humor in our message, and how we have successfully built trust in our community and beyond by being relatable and authentic. We also discuss how our platforms were instrumental in quelling civil unrest during the "Caravan 4 Justice" protests in our community and how our "Live" ride-a-longs kept our community engaged during the COVID lockdowns.
Using the FEMA 8-Step Communication Model in building a Social Media Presence
Captain Thomas Reyes
Captain Reyes will focus on PBCFR’s social media and how it integrates with the 8-step communication model. This will address the different audiences when using social media. It’s not just the public but also your people, the political players, and counterparts. How can you use a three-tiered approach to Public Information and essentially market your department by engaging with your entire online community? We will discuss what works, what could be an unintentional pitfall, and how to grow your market.
Digital Deputies: How to make your officers content creators!
Julie Martin
Imagine the thrill of seeing your body camera video or a photo you snapped with an agency-issued phone go viral!
Your posts have the potential to reach and engage a broad audience, making a significant impact on your community.
In this session, you will learn how to empower sworn employees to create and submit content for various social media platforms.
Every employee in your department has the potential to be a content creator; learn how to encourage them to start sharing today!
How to Deal with Trolls on Corporate Accounts
Constable Laurie McCann
Navigating the digital landscape can be challenging, especially when dealing with online trolls. This session will equip you with effective strategies to manage and mitigate disruptive behavior on your corporate social media accounts. Learn from experts who have successfully handled online harassment and negative interactions while maintaining a positive brand image. Discover practical techniques for identifying trolls, responding appropriately, and fostering a constructive online community. By the end of this session, you'll be armed with the tools and knowledge to protect your brand and create a more respectful and engaging online presence.
Content Creation Bootcamp 2
Sean Shapiro
Advanced Sentiment Analysis for Effective Crisis Management
Anthony Rodriguez
In today's fast-paced digital world, understanding public sentiment is crucial for effective crisis management. This session delves into the advanced techniques of sentiment analysis, a powerful tool for gauging public opinion and reactions in real-time. Learn how to leverage cutting-edge technology to analyze social media and other digital communications, identify potential crises early, and respond swiftly and appropriately. Our experts will share case studies and best practices, demonstrating how sentiment analysis can be integrated into your crisis management strategy to maintain public trust and safeguard your organization’s reputation.
Building Trust Through Charisma: A Guide to Effective Community Policing
Sgt Jo Ann Reed
Join us for an enlightening breakout session focused on the power of charisma in community policing. "Building Trust Through Charisma" offers practical strategies for law enforcement officers to build stronger, more trusting relationships with the communities they serve. This session will delve into:
- Understanding Charisma: Learn the key elements of charismatic communication and how it can enhance public interactions.
- Building Rapport: Techniques for quickly establishing trust and rapport with community members.
- Effective Communication: Tips for clear, empathetic, and impactful communication that resonates with diverse audiences.
- Conflict Resolution: Strategies for using charisma to de-escalate tensions and foster positive outcomes during conflicts.
- Case Studies: Real-life examples of officers who have successfully utilized charisma to improve community relations.
Surfside Building Collapse: Social Media during a Major Incident
Angelica Kellner
On June 24, 2021, at approximately 1:22 a.m. EDT, Champlain Towers South, a 12-story beachfront condominium, partially collapsed, causing the deaths of 98 people.
As the lead police department and one of the main public safety departments, how do you use social media to get information that the community needs while also paying respect to the victims, families, and all of those affected?
We’ll experience firsthand the Miami-Dade Police Department's response to this tragedy on social media from start to finish.
Lost in Translation: Communicating in Different languages using AI
Mike Jachles
In an increasingly diverse world, effective communication across language barriers is more crucial than ever for law enforcement. This session delves into the innovative use of artificial intelligence to bridge linguistic gaps. Learn how AI-powered translation tools can enhance interactions with non-English speaking communities, improve the accuracy of translations, and ensure that vital information is communicated clearly and efficiently. This session will explore real-world applications, best practices, and the future potential of AI in multilingual communication within law enforcement.
Unlocking Success: Leveraging Social Media and Outreach for Effective Community Engagement and Recruitment in Corrections
Anthony Paz, Jr.
In this engaging workshop, participants will discover the power of social media and outreach activities as dynamic tools to showcase their agency, enhance community engagement, and foster positive relationships. This session will provide practical strategies, tips, and best practices for leveraging various social media platforms while implementing impactful outreach initiatives. Attendees will learn how to effectively connect with their community online and offline, maximizing agency visibility, promoting transparency, and building solid relationships. Additionally, the workshop will explore how social media can be harnessed to enhance recruitment and retention efforts, leading to a more engaged and committed workforce. This interactive workshop offers a comprehensive approach to community engagement in corrections.
Advanced Social Media Bootcamp
Anthony Rodriguez
The #TweetAlong as a New Means of Public-Police Engagement: Fewer Characters, Greater Impact?
Rylan Simpson, Ph.D.
Explore the innovative concept of the #TweetAlong in this engaging presentation, "The #TweetAlong as a New Means of Public-Police Engagement: Fewer Characters, Greater Impact?" Learn how this unique approach to real-time social media interaction is transforming the way law enforcement connects with the community. Discover the benefits of live-tweeting police activities, from increasing transparency and building trust to fostering a deeper understanding of police work. Attendees will gain practical insights into planning and executing effective #TweetAlong events, maximizing impact with concise communication, and leveraging the power of social media to enhance public-police engagement. Join us to see how fewer characters can lead to greater community impact.
Building Trust after Tragedy: Rebranding and Reinventing Our Public Safety Voice
Chief of Staff Sara Sada
In the wake of a devastating mass casualty incident that shook our community, garnered national and international attention and led to an abrupt change in leadership, the Broward Sheriff’s Office (BSO) faced the monumental challenge of rebuilding public trust and our organization’s image. This presentation offers an in-depth look at how we transformed our brand and communication strategy to regain public trust and establish ourselves as a leading voice in public safety.
Learn from our journey of rebuilding a strong, resilient team, fine-tuning our operations and sustaining a reputable presence in the public eye. Whether you’re looking to rebrand, enhance your social media strategy or strengthen your team’s operations, our experience provides valuable insights and actionable strategies you can apply within your own organization.
Join us as we share insightful steps to regain public trust, strengthen our operations and establish a powerful brand that continues to thrive on social media.
AI Advancements To Assist in Community Engagement
Anthony Rodriguez
- Upon completion, attendees will be able to identify AI’s benefits and challenges in law enforcement, apply AI strategies for improved communication, and initiate community engagement efforts using AI tools for a more transparent, effective policing approach.
- Upon completion, attendees will be able to implement AI-driven strategies for enhanced community engagement, understand ethical considerations in AI use, and leverage AI tools to boost law enforcement communication efficiency.
- Upon completion, attendees will be able to evaluate the effectiveness of AI technologies in crime prevention and public safety, fostering innovation in their approach to law enforcement challenges.
Advanced Social Media Bootcamp
Fatima Zimichi
Selling Public Safety on TikTok with #AskATrafficCop
Sean Shapiro
Sean Shapiro, widely recognized as the “TikTok Traffic Cop,” dedicated over two decades to serving with the Toronto Police Service before transitioning into his new role as a social media specialist and advocate for traffic safety. As the creator of the Toronto Police’s TikTok account, which now has over 672,000 followers, Sean championed road safety and community engagement through innovative social media strategies. Although he no longer manages the account, his influence continues to promote safe driving practices through the content he established. Sean’s expertise in digital engagement as a specialist in traffic safety communication has revolutionized how policing communicates with the public, earning him recognition as a leading advocate and educator in traffic safety. His efforts have transformed communication strategies, effectively connecting with diverse audiences. Passionate about fostering positive and effective relationships between police agencies and communities, Sean is now dedicated to helping law enforcement improve their communication strategies from outside the force. He leverages social media to build trust, transparency, and engagement, striving to make roads safer for everyone. In addition to his work with the police, Sean actively shares insights and best practices in social media for policing at conferences and training sessions. His commitment to improving public safety through digital platforms remains a central aspect of his career.
Leveraging Reddit for Community Engagement and Media Attention
Linda M. Tobias
Metro Vancouver Transit Police (MVTP) is one of very few police agencies with a verified and trusted Reddit account. As a result, MVTP has a voice on a platform with 70 million active daily users. Seen as an authority and a trusted source of information related to transit safety on a platform where anonymity is valued, MVTP is able to engage with users who would otherwise avoid any interaction with police. Linda Tobias will provide an overview of Reddit and its unique culture, the content that resonates and is welcome by users, and how Reddit has allowed MVTP to get ahead of media stories and take control of the narrative before media even become aware of the story.
COMMUNITY OUTREACH PANEL
Deputy Kenneth Torrence
The Community Outreach Panel will bring together key members of the PBSO’s Community Outreach Team to discuss their innovative strategies, successful programs, and the impact of their efforts in strengthening community relations. Attendees will gain valuable insights into the methods and practices that have proven effective in building trust, enhancing communication, and creating safer neighborhoods.
Key Topics:
1. Innovative Outreach Programs: Learn about the various outreach initiatives implemented by PBSO, such as youth engagement programs, neighborhood watch initiatives, and community policing efforts that have positively impacted local communities.
2. Building Trust: Discover the steps taken by the Community Outreach Team to build and maintain trust between law enforcement officers and community members. Understand the importance of transparency, accountability, and empathy in fostering positive relationships.
3. Effective Communication: Explore the communication strategies used by PBSO to engage with diverse communities. From social media campaigns to town hall meetings, see how effective communication can bridge gaps and address community concerns.
4. Collaborative Partnerships: Hear about successful collaborations between PBSO and local organizations, schools, businesses, and other stakeholders. Learn how these partnerships have contributed to community safety and well-being.
5. Challenges and Solutions: Engage in a candid discussion about the challenges faced by law enforcement in community outreach and the innovative solutions implemented to overcome them.