WSEMA member Sheri Badger has a fantastic personal story and an excellent roadmap for anyone looking to pursue a career as a Public Information Officer (PIO) in emergency management. The steps she’s outlined showcase how someone can build a solid foundation, network with other professionals, and continue growing through training and experience. For anyone just starting out or considering this career path, here’s a breakdown of her journey and how it could serve as a guide:
1. Start Building Connections Early
Connecting with other PIOs, whether one-on-one or through local groups, is a smart first step. Getting involved in a county PIO or communications organization (with a facilitator/host) is a great way to start building relationships in the network before you’re in the heat of an actual emergency. Networking in this way can help you learn from experienced professionals and gain insight into what it’s like to work in a Joint Information Center (JIC).
2. Joining National Organizations
Organizations like the National Information Officer Association (NIOA), National Association of Government Communicators (NAGC), Public Relations Society of America (with local chapters) (PRSA), Government Social Media (GSM), and the newer Emergency Management External Affairs Association (EMEAA) offer a wealth of resources. Though there are dues involved, the benefits of these memberships—such as training, certifications, and access to networking events—are invaluable. Being part of these national networks connects you to best practices and opportunities for professional growth.
3. Training and Development Path
The training path outlined provides an excellent structure for anyone pursuing a career as a PIO. Please note, the E0393 Executive PIO Program has additional requirements.
IS-29 Public Information Officer Awareness
IS-42 Social Media in Emergency Management
IS-242 Effective Communication
IS-247 IPAWS for Alert Originators
0388: Advanced Public Information Officer
E0393 Executive PIO (formerly Master PIO)
These courses cover both foundational and advanced topics that are essential for PIOs in emergency management. The virtual independent studies (like IS-29, IS-42, etc.) are a great way to start and can be done at your own pace, while in-person courses like the Advanced PIO course provide hands-on, intensive training.
4. Real-Life Experience Is Key
Real-world experience is crucial to get practical, on-the-ground experience. It also demonstrates how being proactive and saying “yes” to these opportunities can lead to more responsibilities and eventual full-time roles in emergency management.
5. Building a Strong Network of Trained PIOs
As a PIO, it’s important to ensure that PIOs from other key departments in your jurisdiction are trained and ready to support the JIC. Organizing monthly trainings and quarterly presentations for external PIOs creates a stronger, more efficient network of professionals who could respond together in times of crisis. This is an excellent practice that all emergency management organizations should adopt.
6. Continual Professional Development
Commitment to lifelong learning—seeking out training opportunities and finishing the Master PIO course—illustrates the importance of staying up-to-date with best practices and improving skills over time. By prioritizing continued professional development it ensures you’re always ready to contribute, as well as positions you for leadership roles within the JIC.
7. Experience in Crisis Situations
Deployments show the direct impact of your work as a PIO in large-scale emergencies. Being involved in these significant events and managing communication efforts on an Incident Management Team or JIC allows you to apply what you’ve learned in training while adapting to the fast-paced, high-pressure environment of a crisis.
Sheri Badger worked in a county human services department, coordinating media events and writing press releases. At one point, she was asked if she wanted to train as a back-up Public Information Officer (PIO) for the emergency management department during emergencies. Her first training was the Advanced PIO course in Maryland, and she was immediately hooked. Her first response as a back-up PIO was during the Nisqually Earthquake, where the need for more than one PIO arose. Several years later, she was hired as the PIO for the emergency management department.
Sheri was committed to her own professional growth as well, continuously seeking out additional training opportunities. She also worked on developing a JIC/JIS plan for the Emergency Operations Center (EOC), ensuring her team had the right skills and abilities to respond effectively.
Encouraged to apply for the Master PIO class, she completed the course in 2022. In her role as PIO, she managed the JIC during various activations. She also served as a PIO on an Incident Management Team for seven years, deploying to multiple state disasters, including the Taylor Bridge Fire in Kittitas County, the Carlton Complex Fire in Okanogan, the Roy Silo collapse, the Lakewood Four Police Officer shooting, and the Oso landslide.
If you have questions about the role of PIOs, you can reach Sheri at sbadger@kingcounty.gov or on LinkedIn
Sheri Badger, Master PIO
