Strategic Communications and Crisis Management
A public information officer in the seat when you need one.
Embedded, hands-on communications for a municipality or organization managing an active crisis, a recovery period, or a staffing gap. Delivered day to day, not advised from outside the room.
What the role covers
We staff the seat.
A fractional public information officer works inside your organization for the length of the engagement, carrying the communications workload so your team can run the response.
Council and leadership
Briefings, talking points and communications for council and senior leaders through every stage of the incident.
Media relations
Media statements, virtual media conferences and interview preparation, with updates that stay consistent as the situation changes.
Residents and businesses
Clear, regular updates on what is happening and what people need to do, including re-entry and recovery.
Stakeholders and government
Coordinated messaging with partner agencies, other orders of government and recovery partners.
Social media and website
Day-to-day management of your channels, so official information is current and in one place.
When to bring one in
Four signs it’s time.
Outside support is easiest to add when your crisis plan already names it. Cheryl already does this work for existing clients on retainer.
Proof
Jasper, 2024.
Cheryl served as Lead Crisis Communications Consultant for the Municipality of Jasper’s wildfire response, spending roughly two and a half months on the ground. She effectively served as the municipality’s public information officer and communications liaison: messaging on re-entry, the visitor economy, debris removal and housing support, plus government relations, council communications and day-to-day social media and website updates.
“Put her in a room well before the crisis hits and she’ll help you see it coming.”
Janelle Lane, Information Officer, Parks Canada · Jasper wildfire response
Who leads the work
Cheryl Spencer-Morley
Cheryl leads the practice, with more than 25 years of senior communications work across federal, provincial and municipal government in Canada. Until 2023 she worked as Cheryl Oxford, including as a spokesperson for the City of Edmonton and Edmonton Public Schools and as media relations manager in the Office of Mayor Don Iveson.
Credentials
- ICS 300, Intermediate Incident Command System, Incident Command System Canada (2015)
- Traumatic Event Systems (TES) Training, Center for Trauma Informed Practices (2021)
- Speaker, CatIQ Connect 2025, on planning and communications in the Jasper fires
Questions
A few useful answers.
What does a fractional public information officer do?
They run the public information function for you, day to day: council and leadership communications, media relations, stakeholder updates, and social media and website updates. In an emergency they work alongside the emergency operations centre; in a recovery they keep residents, businesses and partners informed through the months it can take.
Is this only for municipalities?
No. The role was built in public-sector emergencies, but businesses and non-profits can bring in the same kind of help as a fractional communications lead, through a crisis or a gap in staffing.
How is it arranged?
Cheryl already does public information officer work for existing clients on retainer. It can also be arranged for a defined term or for the length of an incident.
When should we bring one in?
When an incident runs past the first few days, when your communications lead is also covering other emergency roles, when a recovery will run for months, or when the position is vacant. Support is easiest to add when your crisis plan already names it, so the best time to arrange it is before you need it.
Next step
Line it up before you need it.
Talk through your plan, your staffing and where outside support would fit.