Mouthpiece for Marion Adjustment Center: Brad Adams

Brad Adams, PIO, Marion Adjustment Center

Brad Adams, public information officer at Marion Adjustment Center, still remembers the first time he stood before a TV camera. “That’s when it really hit home,” he says. “I realized that I am a voice for the facility and I have to be perfect in what I say because every word reflects on the company.” But what many of the media professionals behind the cameras may not know is that five years ago, Adams had no writing or reporting experience and he knew very little about the demanding, multifaceted work of a PIO.

“I’m responsible for responding to media inquiries about the facility, providing general information and responding to the public if they have issues,” Adams explains. “If someone in the community is concerned about any aspect of facility operations, I’m the one they would talk to. I also disseminate press releases and media statements, and serve as facility spokesperson at press conferences.” Adams, like other PIOs at CCA, carries out his PIO tasks on a volunteer basis, while balancing two other roles at MAC: full-time quality assurance manager and part-time computer contact.

But before the cameras, microphones and speaking engagements became a consistent part of Adams' world, he assumed his PIO mantle with much trepidation. "When I was first appointed as the PIO I was very nervous and didn't really want it," he says. "My initial thoughts were, 'What if I mess up?' 'What if I say something I shouldn't?' and 'How will I deal with negative press and negative questions from the community?'"

Adams quickly found confidence through a strong CCA support system. "I had a lot of support not only from the warden, but also from Steve Owen and Louise Grant in the FSC marketing department. Once I began working with the media as well as members of my community relations committee, it was an unexpected reward."

Part of that reward was discovering a passion for the work he had never imagined himself doing. "I enjoy being proactive in dealing with issues, concerns and complaints," he says. "For example, a local media professional said some pretty negative things about the facility to a local official. After hearing about it, I invited her in for a tour. Afterwards, when I asked her what she thought, she said that she was reformed and didn't realize how much we actually did here on a daily basis."

A local newspaper writer underwent the same reformation after Adams invited him to tour MAC, which led to a positive story about CCA. "I realized that people just didn't know what we do here," says Adams. "It was more of a mystery to them and they formed their opinions based on what they see in the news or in the movies, which is usually inaccurate."

Adams goes the extra mile by drafting original work, and he also keeps an eye out for potential media pitches. "Brad generates his own press releases seldom using a template as a guide, and he doesn’t wait for negative events to occur before making contact with the media," says Arvil Chapman, warden at MAC. "He pursues them to write positive news stories about the facility. He embodies The CCA Way in all that he does in his personal and professional life.”

Adams came upon an unanticipated opportunity while reading up on his facility's history. He learned that some of the structures on-site are over 100 years old. “Brad had the idea of submitting an article to The Kentucky Explorer, a statewide magazine that highlights places, people and events of historical significance in Kentucky,” says Steve Owen, director, Marketing at the Facility Support Center. “He thoroughly researched MAC’s history and then wrote a comprehensive article detailing his findings. The article was accepted and run by the publication as a feature piece.”

Adams has taken on numerous other initiatives, earning himself a reputation as an outstanding PIO. “I feel passionate about my role as PIO," he says. "What excites me the most is that - being a career person and someone who follows The CCA Way to a tee – I have the opportunity to promote the company. I believe in what we do.”

Unfortunately, Adams says, not all PIOs receive their due in kudos. “It’s an important position that I think a lot of people underestimate or overlook. PIOs have two full-time positions and it’s hard to concentrate on both. It’s good to give the PIOs their ‘props’ for their work because it takes a lot of effort and time and can be extremely stressful. People don’t always realize the importance of a voice for the facility and a voice for the company.”

By DeAndra Mack

Sound Out

Louise Grant at FSC:

Brad, You are an outstanding Public Information Officer for CCA - you are proactive, energetic and optimistic. We commend your ongoing efforts. Louise

Linda Sevison at Idaho Correctional Center:

Being a relatively new Public Information OFficer myself, I can certainly understand the trepidation with which Mr. Adams assumed the responsiblities. I had an opportunity to talk with him shortly after my PIO training and he had a wealth of good advice to offer.