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The FBI has always had a complex relationship with public messages. As a special agent for the supervisor, as a special assistant to the National Press, and later the assistant director of public relations, I saw firsthand whether communication builds or erodes public trust, depending on timing, tone and transparency.
For years, the bureau treated social media like a legal application: formal, careful, painfully slow. The message was strictly controlled, centralized, and emotionally stripped away. The culture reflected a deep, deep-rooted aversion to risks that could be understood by law enforcement, but it also left a vacuum.
Today, the FBI's approach looks different. Under current leadership, the bureau has stepped into the digital field with more confidence, using social media to highlight the real work of FBI agents protecting Americans every day – fighting cybercriminals, stopping domestic terrorism and saving children who tempted them. Messaging is faster, clearer, and more human. It's not about bureaucracy, it's about missions. This shift actually began in 2008 when I created @fbipressoffice on Twitter.
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At the time, the FBI had little real presence online. The news cycle has been speeding up, and some of us at the Public Relations Bureau knew that if we didn't start telling our stories, someone else would do so.
The FBI has learned that having an active social media presence is better to get ahead of the news. The opening page of File:X will appear on Sydney's computers and phones on October 16th, 2023. (AP Photo/Rick Rycroft, File)
Our idea was simple. Use Twitter like community policing. Leave every day, not just when something goes wrong. Be part of the conversation. Make an effort to see the men and women behind the badges and not usually visible.
Still, the FBI's use of social media leaned more in one direction than a real conversation with the public. Direct involvement with online comments was not practical. It's even tougher today as trolls, misinformation and coordinated attacks are so common. Genuine engagement in the digital world is difficult. But trust is not built solely through press releases. It is obtained by showing signs of sight, authenticity, and consistently manifested, even when difficult.
Since then, the FBI's digital audio has evolved. The Unified @FBI account offers news, safety alerts and behind the scenes glimpses that could have been unimaginable a few years ago. It's a big step forward, but it comes with real risks.
When I helped me lead my communications efforts, one rule guided everything. Don't compromise on the case for headings. The Justice Department's policies were clear – do not discuss aggressive investigations. Do not leak sensitive details. It does not put a fair trial at risk.
Protecting the system of justice has always come first. Some of the US lawyers I worked with have made that point mundane: poison a pool of ju judges and destroy cases before they reach court.
Balancing transparency and protection of justice has never been more severe. News, rumors, and lies spread instantly. If you stay silent, you risk losing the trust of the people. If you say there is too much risk, you can lose your case. Navigating that tension requires experience, discipline and judgment.
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Some say the FBI's new digital push is just a spin. Frankly, sometimes it looks like that. When a message gets lost in self-promotion, it's a real problem. However, modern communication is no longer an option. It's necessary – and it's complicated. The Bureau must adapt while vigorously protecting the integrity of the investigation.
Americans deserve to see not only Washington's leadership, but also rank and file brickwork agents, analysts and experts around the country who wake up every morning, wear badges and quietly defend our freedom. Most of the time didn't pay attention to this job. But showing their work helps the public understand and trust the bureau's mission.
Our idea was simple. Use Twitter like community policing. Leave every day, not just when something goes wrong. Be part of the conversation.
Building trust today means reaching the people they are. And for most Americans, that means a pocket phone. For now, social media should not replace traditional media, but it needs to be complemented. If the FBI wants to maintain a trustworthy connection, it should do so with the same commitment to ethics and standards that appear across the platform and define actual justice.
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The mission has not changed. Protecting Americans and supporting the Constitution. However, the battlefield has expanded. Law enforcement today is not just fighting physical threats. They also fight against disinformation and mistrust.
Silence is not an option in this battle.
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