Large police departments should establish a public information office (PIO). The PIO's most effective functions are 'set up' and screening. Routine requests for statistics and background information should be handled by the PIO, but spokespersons for the department on policy or the progress of an investigation should be command-level officers. This requires that such officers be knowledgeable on departmental policy, operations, and case specifics. Communications with the media should be characterized by truthfulness and accessibility. Most information inquiries should come first to the PIO for screening to determine which should be handled directly by the PIO and which should be channeled to command personnel for action. In media interviews with command personnel, the PIO should manage the logistics and the time for the interview. When complicated cases are presented to the media, accuracy is best ensured by having informal sessions with a small group of trusted lead reporters to permit questions and answers on the details of the case. It is important, however, not to develop 'favorite' reporters or provide exclusives, since this risks alienating large segments of the media and limiting coverage. Any conversation with a reporter should be clearly governed by rules and a predetermined policy on how much information should be made public. PIO's should develop special programs designed to upgrade the department's image and acquaint the public with police efforts and strategies for dealing with issues of concern to the public.