British Police PR Campaign

Situation The British Police Department was caught on video by an undercover reporter showing a lack of respect and care for the public. Issues of sexism arose as officers displayed soft porn in the office and had footage of porn on their phones. Rape cases were neglected and not taken seriously. Basically, after the release of this video, the British Police department lost a lot of trust and respect from the public and other members of the department

The British Police Department was caught on video by an undercover reporter showing a lack of respect and care for the public. Issues of sexism arose as officers displayed soft porn in the office and had footage of porn on their phones. Rape cases were neglected and not taken seriously. Basically, after the release of this video, the British Police department lost a lot of trust and respect from the public and other members of the department

Objectives To restore trust in the British Police Department To prove that police officers are taking their jobs seriously To get rid of the sexism displayed by officers

To restore trust in the British Police Department

To prove that police officers are taking their jobs seriously

To get rid of the sexism displayed by officers

Audience Members of the British Police Department The British Public

Members of the British Police Department

The British Public

Strategies Make changes within the British Police Department that will lead to more efficient performance Get involved with the public to show them the Police care about them and are there to help protect them Emphasize respect for women

Make changes within the British Police Department that will lead to more efficient performance

Get involved with the public to show them the Police care about them and are there to help protect them

Emphasize respect for women

Tactics Publicize the rape conviction numbers to the public to prove that the cases are not being neglected and that serious measures are being taken to convict rapists Fire officers who do not meet the standards required to do a good job and serve the public’s best interest Increase the intensity and amount of hours of training officers must complete Establish and announce rules banning any type of porn Have speakers from the police department give speeches at high schools in the area about how to avoid or deal with rape Have the Chief Constable apologize to the public and explain the measures being taken to correct the situation Sponsor a women’s rights group

Publicize the rape conviction numbers to the public to prove that the cases are not being neglected and that serious measures are being taken to convict rapists

Fire officers who do not meet the standards required to do a good job and serve the public’s best interest

Increase the intensity and amount of hours of training officers must complete

Establish and announce rules banning any type of porn

Have speakers from the police department give speeches at high schools in the area about how to avoid or deal with rape

Have the Chief Constable apologize to the public and explain the measures being taken to correct the situation

Sponsor a women’s rights group

Timetable Begin the campaign immediately after the video is released to the public and it should last for about a month The Police training changes will be changed indefinitely Conviction numbers should be released to the public once a month

Begin the campaign immediately after the video is released to the public and it should last for about a month

The Police training changes will be changed indefinitely

Conviction numbers should be released to the public once a month

Budget $500,000 in pubic relations firm fees $150,000 in expenses

$500,000 in pubic relations firm fees

$150,000 in expenses

Methods of Evaluation Record the number of complaint calls after the video is released to the public and then after the PR campaign is complete Read blogs and message boards on the internet regarding the issue to measure audience attitudes Mail a survey out to the public asking them for feedback on their stance of the British Police department Survey the students at the high schools before and after the rape presentation to see how much information they learned Keep records of how many officers were fired Compare the number of rape convictions before and after the campaign

Record the number of complaint calls after the video is released to the public and then after the PR campaign is complete

Read blogs and message boards on the internet regarding the issue to measure audience attitudes

Mail a survey out to the public asking them for feedback on their stance of the British Police department

Survey the students at the high schools before and after the rape presentation to see how much information they learned

Keep records of how many officers were fired

Compare the number of rape convictions before and after the campaign

Possible Campaign Obstacles Source Credibility Cognitive Dissonance The Flow of Opinion Suggestions for Action

Source Credibility

Cognitive Dissonance

The Flow of Opinion

Suggestions for Action

Source Credibility Gain trust back by admitting failure and reveal a few facts that may shock the pubic and make them more upset at first. By putting myself in a vulnerable position I am showing the public that the police department is no longer trying to hide anything from the public, we are just focused on correcting the situation. Another possibility is bringing in a respected outside expert to present the information to the public… For example, a government official well-liked by the public

Gain trust back by admitting failure and reveal a few facts that may shock the pubic and make them more upset at first. By putting myself in a vulnerable position I am showing the public that the police department is no longer trying to hide anything from the public, we are just focused on correcting the situation. Another possibility is bringing in a respected outside expert to present the information to the public… For example, a government official well-liked by the public

Cognitive Dissonance Since a lot of the problem here is sexism towards woman, by having a woman present the information with confidence in a new system, it will influence woman to believe her more

Since a lot of the problem here is sexism towards woman, by having a woman present the information with confidence in a new system, it will influence woman to believe her more

The Flow of Opinion We have to reach the people who do not watch television or read the English newspapers in other ways. The best way to do this is to rely on person-to person communication. The opinion makers get their information from the mass media and relay it to the attentive public. Eventually it will reach some people who were never interested in the subject matter and form a more positive opinion in everyone’s minds

We have to reach the people who do not watch television or read the English newspapers in other ways. The best way to do this is to rely on person-to person communication. The opinion makers get their information from the mass media and relay it to the attentive public. Eventually it will reach some people who were never interested in the subject matter and form a more positive opinion in everyone’s minds

Suggestions for Action Many people will ignore this campaign because they feel that they cannot make a difference. Rape whistles and pepper spray will be given out to make people feel more involved with correcting the cause. Put up flyers around the community with safety measures to avoid rape. Encourage the public to report any acts of police misconduct or negligence

Many people will ignore this campaign because they feel that they cannot make a difference. Rape whistles and pepper spray will be given out to make people feel more involved with correcting the cause. Put up flyers around the community with safety measures to avoid rape. Encourage the public to report any acts of police misconduct or negligence