An experienced British police woman by the name of Nina Hobson returned to the force as an under cover reporter looking to reveal the unfortunate truth about police officers and what they do on duty. The documentary she created featured secret footage of her co-workers stepping outside the boundary of protocol while on duty. They displayed ignorance for emergency calls on their radio, sexist attitudes towards female officers, and even officers playing cricket at the station while on duty. As a result, it has raised a lot of questions concerning the quality and professionalism of Britain’s police officers.
The main goals of this PR campaign will be to make the British citizens aware that their police force recognizes a problem and is doing everything in their power to correct it. It is also imperative that we re-establish the police force and a unit of protection the citizens can trust.
Create a blog attached to each local police department’s website where citizens can voice their comments or concerns regarding the actions taken (or not taken) by their local police force.
Broadcast a VNR on the web countering the documentary by Nina Hobson, showing the positive changes made to rectify the previous problems with on duty cops. This will include a statement made by Matt Baggott, Chief Constable, with the intent of dealing with the issue of source credibility and the cognitive dissonance of the people. By putting a face with the issue, the citizens may be more willing to trust in the law again. In addition, the efforts made by Chief Baggott will hopefully create a buzz among the people and reach those who do not consume media through word of mouth.
Each local department will open their station to weekly visits where curious citizens can come tour the station, meet the officers, and ask any questions or voice any concerns they may have about protocol. This tactic intends to address issues of suggestions for action by creating an opportunity for the people to interact with the officers face to face, giving them the sense that they can make a difference and produce change.
This PR campaign will begin immediately and continue for 6 months. Assuming there is an interest and substantial response, the blog and VNR’s will remain on the website indefinitely as the Police Department’s new way of reaching out to the people they live to protect.