11/27/2025
What exactly do you do?
I hear that a lot, so here’s a quick explainer. It’s a privilege that started with a hope, a dream, and a vision. A year and a half ago, I made a big jump from a long and exciting career in TV news and took a risk by joining the Jacksonville Sheriff’s Office. The goal? To improve how we communicate with the people we serve.
We officially launched the Strategic Communications section last November — and expanded it in July as the mission and demand grew. I’m blessed to lead this brand-new area, which is organized into four parts: Digital Communications, Multimedia, Media Relations, and Marketing Communications. Our team consists of multimedia specialists, media relations officers, and other communications professionals who make all of this possible. I’m grateful for them every day.
We serve a city of nearly a million people and support more than 3,600 officers and civilian employees. There are amazing first responders to highlight and big challenges to communicate clearly and transparently. It’s an around-the-clock job with the highest of highs and the lowest of lows — but it’s worth it.
We’ve seen huge growth on the direct-to-consumer digital side. We produce videos and host events for the community. We’ve welcomed journalists from around the world to showcase the good our officers and civilians do. We’re part of prime-time shows to be released soon. We’ve expanded our services to both local media and new media.
All to communicate better.
All to reach more people, more effectively.
All to keep the community safe.
We do it for our city, our visitors, and our officers and employees.
This work has boosted morale, recruiting, and awareness. We’ve used digital platforms to solve crimes and find missing people. It also helps save tax dollars by reducing the need for additional resources.
There are good days and bad days. We’ve grown considerably. And we won’t stop until we’re the best.
We are JSO Strat Com.
Thank you, Sheriff Waters and staff, for the opportunity to build something from scratch.