The document discusses best practices for public information officers (PIOs) when communicating with the media during emergencies and crises. It emphasizes the importance of having a crisis communication plan in place that designates spokespeople and provides for regular news briefings. PIOs should work within a Joint Information System (JIS) and Joint Information Center (JIC) to coordinate public information messaging across agencies. Being well-trained, having the right credentials, and establishing relationships with counterparts in partner organizations are key to effectively using the media to share information about emergency response activities.