Best Use of Social in Crisis Comms: Merseyside Police
On 22 October 2025, this year’s Orlo Spotlight Awards were presented as part of our BIG Social event in Birmingham.
Orlo’s Spotlight Awards recognise comms teams delivering outstanding work across a number of categories. The Best Use of Social in Crisis Comms Award recognises teams who have thrived under crisis conditions, using social media and other digital channels to correct misinformation, inform and educate the public, and keep people safe.
The 2025 nominees were: Merseyside Police; Tewkesbury Borough Council, and West Midlands Police.
And the winner was… Merseyside Police’s News & Communications Team
for its powerful use of social media to deliver proactive, empathetic and timely responses to the 2024 Southport incident.
Merseyside Police were called to a property on Hart Street in Southport just before 11:50am on Monday 29 July 2024. News of the tragic events that had taken place immediately sent shockwaves not only through the local communities, but across the nation and beyond.
With the world watching, Merseyside Police News & Communications Team needed to think on their feet. Their number one objective was to keep people safe, and they needed to work quickly to proactively manage a crisis that was unfolding in real-time. Misinformation and disinformation were also spreading on social media, threatening to distort public understanding and fuel further unrest. Even the most prepared comms team would feel overwhelmed at the enormity and importance of the task in hand.
Merseyside Police’s News & Communications Team didn’t waver. From that moment, and for many months afterwards, they became the nation’s first port of call for sharing timely and sensitive updates.
The solution
Monday 29 July 2024
From the moment the incident was first reported, the team understood the critical role that social media would play in managing the crisis. Merseyside’s two Social Media Officers mobilised immediately, working alongside its PR & Campaigns Officers and Press Officers to form a united front. Their collaboration ensured that every update was not only informative but also sensitive to the gravity of the situation.
Together, the teams came up with a plan to handle misinformation and disinformation before it spread further.
The first press statement was issued at 1:14pm and, from that moment on, they ensured that the public was kept informed at every stage. Later that evening, Merseyside held a press conference which was posted to social media.
One week after the incident
The team posted tributes to the young lives lost. They also shared the news that all injured children had been discharged from hospital. These updates were not only informative – they were deeply human, reflecting the team’s understanding of their audience.
When Axel Rudakubana was formally charged, the team shifted their strategy once again. They crafted content that aimed to rebuild public confidence, prevent further disorder, and foster a sense of unity. This included emotionally-resonant footage of the violent disorder, highlighting the challenges faced by officers on the ground, as well as updates on Section 60 orders across Merseyside and arrests linked to the disorder in Southport and Liverpool City Centre.
Two months after the incident
The immediate crisis was over, but social media updates remained essential for ensuring public reassurance and trust. In October, when Rudakubana was charged with further offences, the team continued to post clear and informative updates.
The team also prepared extensively for the upcoming trial. They anticipated each and every outcome, ensuring that their comms strategy was robust and adaptable.
Five months after the incident
In January 2025, the trial presented new challenges. On the first day, Rudakubana unexpectedly changed his plea to guilty and the team needed to pivot their social media strategy within minutes.
On 23 January, when Rudakubana was sentenced, the team issued a statement urging the public not to share details of the girls’ injuries online. This was a thoughtful gesture that underscored their commitment to dignity and respect for the girls and their families.
The team broadcast the trial’s outcome on Facebook Live, followed by a moving tribute video to the girls who had lost their lives: Alice, Elsie, and Bebe.
The results
The efforts of Merseyside Police News & Communications Team helped to maintain public trust during a time of crisis and uncertainty. They provided a lifeline for communities in distress, countered harmful narratives, and upheld the integrity of the police force.
The team’s social media posts struck a delicate balance between informing and reassuring the public. Their work was not only reactive but also strategic, anticipating public needs and responding with empathy and authority.
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