A mass shooting at a downtown bank in Louisville, Kentucky, landed the city on the international stage, offering key lessons in media relations and crisis communications. This high-profile incident provides invaluable insights into the challenges of managing media inquiries, crafting timely updates, and addressing misinformation during emotionally charged events. The former communications director of the Louisville Metro Police Department will take you behind the curtain, sharing firsthand experiences and lessons learned from navigating this complex crisis. This presentation will focus on the importance of proactively managing your own narrative by breaking your own news and providing regular, transparent updates. Attendees will learn best practices for crafting and delivering consistent, clear messages to the community during emergencies. Emphasizing the role of public information officers and emergency management teams in controlling the flow of information, the session will highlight strategies for leveraging multiple communication channels, including social media, traditional media, and direct community outreach.