This presentation introduces the Strategic Public Information Model (SPIM), developed as the capstone research project for FEMA’s Executive Public Information Officer program (formally the Master PIO program). SPIM is a new theoretical framework redefining the role of the PIO within public sector organizations. Traditional models treat public information as an outdated sub-field of public relations, overlooking its unique civic leadership function. Based on cross-disciplinary research and concept analysis, SPIM combines proactive and reactive communication strategies using a systems theory approach, with a focus on building trust through environmental scanning, public relations, social marketing, issues management, and crisis communication. Unlike conventional crisis-based models, SPIM positions the PIO as a strategic communicator who supports societal resilience and operational effectiveness. This session will explore the model’s components, theoretical concepts, and practical applications to improve public safety and institutional credibility. Ultimately, SPIM advocates for the formal development of public information as its own academic discipline, offering a foundation for curriculum development, professional standards, and more effective public-sector communication strategies.