When you think of law enforcement, you might picture deputies in the field, patrol cars or investigations. But what about the voices who keep the public informed, share stories from within the agency and communicate through both calm and crisis?
That is the role of public information officers, or PIOs. At the Lexington County Sheriff’s Department, Sarah Alexander and Carlee Hatchell are the ones keeping the community informed and connected every single day.
In recognition of World Social Media Day on June 30, we are taking a moment to spotlight the people behind the posts and explore what it really means to serve as a PIO in 2025.
Every day looks different
One thing Sarah and Carlee both emphasize is there is no such thing as a typical day in their world.
“Every week can look a little different,” Sarah said. “Some of the constants are managing our social media platforms, staying in regular contact with Executive Staff, listening for stories inside the agency and communicating with local media. But in law enforcement, an emergency can happen at any moment. We are always ready to hit the ground running or shift focus to projects in the office.”
Carlee added, “You never know what to expect when you walk through the doors. You might be at your desk editing a video and suddenly get a call to respond to a scene. We could be in the office creating stories, out on a ride-along, taking pictures at an event or even out on the lake gathering video of our marine patrol team. Every day is different and that is what makes this job so exciting.”
How social media changed the game
PIOs have always worked to keep the public informed, but the tools they use now are dramatically different than they were even a decade ago.
“Social media has completely changed how people communicate,” Sarah explained. “Instead of watching the news at 6 p.m., people scroll through Facebook, X or Threads to find their information. That has helped us connect with the community directly, while still working with media outlets to reach more people.”
Carlee pointed out how that shift has expanded their responsibilities. “The community relies on social media for everything now. We share a variety of content to reach different age groups and interests. We also get real time feedback. People tag us in posts, ask questions and offer ideas. It helps us stay informed and responsive to community needs.”
Finding joy in the work
For Sarah and Carlee, this role is not just a job. It is a chance to be creative, to connect and to make an impact.
“I love the creativity and the spontaneity,” Sarah said. “We get to tell incredible stories about the people we work with at LCSD. One minute we are editing video, and the next we are jumping in a car to respond to a scene. It is a calm job and a fast paced one, sometimes within the same hour.”
Carlee shared a similar perspective. “We get to connect with every department in the agency and build strong relationships internally. I love that we are not doing the same thing every day. We are constantly pivoting and responding. That keeps it exciting.”
It’s more than just social media
Some people assume PIOs simply sit and scroll all day. Sarah and Carlee say the reality is very different.
“Yes, social media is a big part of our job,” Carlee explained. “But we also have a lot of other responsibilities. We attend training throughout the year so we are prepared to respond during emergencies. When others are running away from danger, we are often running toward the scene to collect the information the public needs.”
Sarah added, “We also produce almost all of our content in house. That is not always common in our field. But because we have a team of three, including Capt. Adam Myrick, we are able to shoot and edit our own videos and photos without bringing in outside contractors.”
Staying current in a digital world
Technology continues to evolve, and the PIO role has to evolve with it.
“In the two and a half years I have been in this field, we have already seen major shifts,” Carlee said. “When Threads launched in 2023, we had to figure out how to build an audience from the ground up. We had to decide what kind of content would work on that platform. And TikTok is another platform that has made a big impact. It appeals to all age groups, so we have had to adjust to short form video trends while still keeping our content professional and on-brand.”
Sarah emphasized the need to stay alert and adaptable. “The digital landscape is always changing. If we do not stay current with trends and tools, we lose our ability to communicate effectively.”
The role of AI
While many industries are exploring artificial intelligence, Sarah and Carlee say their use is very limited.
“We do not use AI much,” Sarah explains. “Sometimes we use it for inspiration when writing a social media caption, but that is about it. We work with too much confidential information to rely on it in any deeper way.”
Carlee agreed. “It can be helpful occasionally, but we keep it at a distance.”
A longstanding role with a unique achievement
Public information officers are not a new concept. Their roots go back to the early 1900s as a branch of public relations. Today, there are more than 100 PIOs in South Carolina alone.
What sets Lexington County’s team apart is a prestigious credential.
They are the only PIO team in the nation where every member holds the Center for Public Safety Excellence’s Public Information Officer credential. Fewer than 70 PIOs across the entire United States have earned this designation, with three of them at LCSD.
Behind the badge and posts
On World Social Media Day, we are not just celebrating likes and shares. We are honoring the professionals who use these platforms to inform, engage and empower the Lexington County community.
Sarah Alexander and Carlee Hatchell are more than just communicators. They are crisis responders, creative storytellers and trusted voices who represent the Lexington County Sheriff’s Department with professionalism, passion and purpose.
So the next time you see a post from LCSD, remember the work, care and quick thinking that goes into each message. And join us in thanking Sarah and Carlee for being the steady hands behind the screen.