The recommendations are based on focus group sessions, information collection, and analysis of the findings. One major change in police agencies in the age of new communications technologies and media forms is the shifting role of the Public Information Officer (PIO) who must become a coordinator of public affairs and marketing, which includes managing the agency's social networking. Today's PIO is the primary custodian and advocate for the agency's message, image, and brand. Seven recommendations are presented. First, every law enforcement agency should assess its strengths, successes, and vulnerabilities in the realm of public trust. Second, every agency should develop several core messages or themes that drive all activity and determine direction for the external, internal, and political audiences. Third, every agency should assess its current communication and outreach activities. Fourth, agencies - regardless of size, locale, or specialization - should develop a communications strategy that defines the intended purposes. Fifth, an agency should develop a marketing plan as a key component of its communications strategy. Sixth, in planning its outreach efforts, an agency should distinguish its external, internal, and political audiences and develop a strategy to communicate effectively with each. Finally, the U.S. Justice Department should support agency outreach by providing a guide or toolkit and access to information and resources necessary to communicate and "market" more effectively. Detailed guidance is provided in implementing these recommendations. 19 notes