Strategic communication. Crisis response. Community trust.
About My Work
I lead public safety communication that helps agencies respond quickly, communicate clearly, and maintain trust with the communities they serve.
As the Public Safety Information Officer for the Apache Junction Police Department, I oversee media relations, digital communication strategy, and public messaging for a department serving more than 80,000 residents during peak season.
My role sits at the intersection of law enforcement operations, executive leadership, media relations, and community engagement. I work closely with command staff to translate complex incidents into clear, accurate information for the public while guiding communication strategy during high-profile events and critical incidents.
My focus is simple:
- Clear communication during critical moments
- Building public trust through transparency
- Modern communication strategies that meet the public where they are
LEADERSHIP + STRATEGY
LEADERSHIP IN PUBLIC SAFETY COMMUNICATION
Public safety communication is more than writing press releases or managing social media; it requires judgment, strategic thinking, and the ability to guide communication during complex situations.
While working closely with command staff, I lead the department’s communication strategy to ensure the agency communicates clearly, responsibly, and consistently with the public.
Key responsibilities include:
- Advising executive leadership on communication strategy
- Managing media relations and press briefings
- Coordinating messaging during critical incidents
- Leading the department’s digital communication platforms
- Supporting community engagement initiatives
Strong communication programs work best when leadership, operations, and communication teams are aligned.
COMMUNICATION DECISION FRAMEWORK
When advising leadership or coordinating communication responses, I rely on a consistent framework to ensure information is shared responsibly.
VERIFY THE INFORMATION
Confirm facts with investigators or command staff before releasing information.
CONSIDER PUBLIC NEED
Focus communication on what the public needs to know in order to remain informed and safe.
COORDINATE INTERNALLY
Ensure leadership, investigators, and partner agencies are aligned before information is released.
COMMUNICATE CLEARLY
Deliver concise messaging that is easy for the public to understand.
MONITOR RESPONSE
Evaluate community feedback and media coverage to determine whether additional updates are needed.
This approach helps maintain transparency while protecting investigative integrity.
CRISIS COMMUNICATION CASE STUDY
CRITICAL INCIDENT COMMUNICATION: LINE-OF-DUTY DEATH RESPONSE:
Communication during critical incidents requires careful balance between transparency, compassion, and protecting the integrity of investigations.
In June 2025, the Apache Junction Police Department experienced the line-of-duty death of Officer Gabriel Facio. The incident received significant national attention, and the officer-involved shooting investigation was led by the Mesa Police Department as part of the East Valley Critical Incident Response Team (EVCIRT).
SITUATION
The department needed to provide accurate information to the public while supporting officers, the Facio family, and the community during an incredibly difficult time.
In situations like this, some agencies choose to go silent on social media until more information becomes available. We made a deliberate decision not to do that.
We recognized that the community was grieving alongside the department and looking for reliable information directly from us.
STRATEGY
Our communication approach focused on transparency, compassion, and consistency.
Rather than stepping back from communication, we continued engaging with the community throughout the incident by providing thoughtful updates, acknowledging the loss felt by the department, and giving the public ways to show support.
Communication efforts included:
• Coordinating multiple press conferences
• Managing a high volume of media inquiries
• Providing ongoing updates across digital platforms
• Preparing leadership messaging for public briefings
• Sharing ways for the community to support Officer Facio’s family
Throughout the response, messaging remained focused on honoring Officer Facio while keeping the community informed.
OUTCOME
The department received an overwhelming outpouring of support from the community and across the region.
By continuing to communicate openly rather than going silent, the department remained connected with the public during a difficult time. The communication response helped ensure accurate media coverage while allowing the community to grieve alongside the department.
The experience reinforced how thoughtful and transparent communication can strengthen trust, even during tragedy.
MEDIA + DIGITAL COMMUNICATIONS
MEDIA RELATIONS
Media relations are a core responsibility of public safety communication.
I serve as the primary media contact for the department, responding to daily inquiries while coordinating messaging during major incidents and public safety events.
Responsibilities include:
• Drafting media releases and advisories
• Coordinating press conferences
• Managing interview requests
• Responding to media inquiries
• Ensuring consistent messaging across platforms and agencies
Additionally, actively maintaining professional relationships with journalists and other agencies helps ensure accurate information dissemination, which allows the public to make informed decisions during critical situations.
MODERNIZING DEPARTMENT COMMUNICATION
When I joined the Apache Junction Police Department, the department’s social media presence was minimal and rarely used as a proactive communication tool.
With my help, the department’s digital platforms have evolved into one of the primary ways we communicate with the community – providing information directly when it matters most.
This work has focused on:
• Providing timely public safety updates
• Highlighting the work of officers and staff
• Promoting community programs and events
• Increasing transparency through video and storytelling
VIDEO HIGHLIGHTS
Critical Incident Briefing
Providing transparent information following an officer-involved incident.
School Resource Officers
Highlighting the work of AJPD SROs and their connection with students
Officer Highlight
Recognizing the service and impact of a long-time Apache Junction officer.
Fraud Prevention PSA
Using body-worn camera footage to educate residents about a $40,000 fraud scam.
COMMUNITY ENGAGEMENT
Strong communication helps build trust between law enforcement and the community.
In 2025, the department participated in over 100 community events that created opportunities for residents to interact with officers outside of enforcement situations.
Programs I help coordinate and communicate include:
• Coffee with a Cop
• Youth Police Academy
• Citizen Police Academy
• Shop with a Cop
• School and neighborhood presentations
• City and community events
These efforts build familiarity, encourage dialogue, and strengthen relationships between the department and the community it serves.
Community engagement builds trust long before a crisis occurs.
ABOUT RAYNA
When I’m not serving as the Public Safety Information Officer for the Apache Junction Police Department, I dream about having the extra time to enjoy my hobbies, which include camping, hiking, photography, and spending time with family.
Some of my proudest accomplishments (besides being a mom) are:
- Speaking at the International Association of Chief’s of Police PIO Midyear Conference for the last two years
- Gaining FBI LEEDA Master PIO certification
- Achieving FEMA Advanced PIO certification
- Completing Struggle Well training
- Graduating summa cum laude with a Master of Public Administration degree from Grand Canyon University and a Bachelor’s degree in Journalism from Northern Arizona University
CONTACT
Rayna Steffen, Public Safety Information Officer
Apache Junction Police Department
480.428.9049
raynasteffen@gmail.com