Tuesday, August 4, 2026 | 3:00 – 4:00 p.m.
Jamarcus Williams, Telecommunicator Senior/CTO, Hamilton County 9-1-1 Emergency Communications District, Chattanooga, Tennessee
Make the unseen seen.
That’s what Jamarcus Williams, Telecommunicator Senior/CTO with Hamilton County 9-1-1 Emergency Communications District in Tennessee, emphasized nearly a dozen times throughout his session.
Williams presented data on the staffing crisis in 9-1-1, highlighting burnout and health and wellness as some of the biggest challenges emergency communications centers (ECCs) face in 2026. He posed the question, “Are we trying to solve a staffing crisis when we should be solving an awareness crisis?” People often know what 9-1-1 is, but they don’t know who 9-1-1 is.
This was demonstrated by using a bathroom metaphor. Police departments are like the toilet, essential and a central focal point. EMS is like the toilet paper; not a focus point but you have to have it. Fire is like the sink: equally necessary (and, you know, they need water). 9-1-1 is like the door to the bathroom; you can’t get access to these services without first going through the door. But no one ever notices the door.
Educating the public about 9-1-1 can build trust and value, which can help alleviate some of the stress and burnout felt by public safety telecommunicators — making the unseen seen. “Marketing isn’t the goal,” explained Williams. “It’s the catalyst that results in action.” That action looks like the local coffee shop bringing drinks to the center unprompted. It looks like the community supporting advocacy efforts for raises for staff. It looks like more qualified applicants during recruitment, and telecommunicators feeling more supported.
Williams used another metaphor to describe three marketing strategies. Social media is like casting a net in fishing. The goal is to go wide and be seen. Boots-on-the-ground community engagement is like typical fishing with intention, targeting groups you want to talk to. Traditional media makes waves with a boat, helping to amplify messages.
He dove into each area, demonstrating how Hamilton County 9-1-1 Emergency Communications District uses each strategy to educate the public.
Social media is almost non-optional in today’s society. “If you aren’t online, someone else owns your story,” said Williams. Meet-the-team spotlights, recruitment messages and behind-the-scenes looks are some of the ideas he shared for 9-1-1 agency pages. Hamilton County 9-1-1 has seen success with videos on TikTok about their city tour for academy recruits, the remodel of their ECC, and videos that don’t necessarily pertain to 9-1-1 but highlight and celebrate their staff.
For boots-on-the-ground engagement at career fairs and community events, Williams uses his Community Outreach Recruitment and Engagement (CORE) Team. This group is made up of staff members he knows he can rely on to staff different events. These are ambassadors who will represent the ECC well. “Your people are your brand,” stated Williams.
Traditional media strategies include paid commercials for recruitment and free stories on local TV news and radio stations. In Hamilton County, the local radio station came to the ECC and aired its program from one of their conference rooms for eight hours. In addition to normal programming, the station interviewed dispatchers about their jobs and shared important information with the community.
Williams concluded by sharing that recruitment doesn’t end with hiring. When employees are engaged and connected, they stay longer. Getting staff involved in outreach, engagement and marketing opportunities makes the public see the unseen and shows employees they are supported and valued.
Written by Allison Heider
