Effective media relations is a must in the
21st century. A law enforcement agency that wants to connect with its
citizens but omits media relations from the equation is damaging its
ability to effectively serve the citizens. Richland County Sheriff Leon
Lott has created a model community policing agency emphasizing good media
relations. Sheriff Lott understands that citizens form opinions based on
what they see, hear, and read, which is why media relations is just as
important as the most successful crime prevention initiative.