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Response to "Dispatches"

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PR campaign for British Police Force after destructive documentary.

PR campaign for British Police Force after destructive documentary.

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  • 1. Response to “Dispatches” The British Police Force react and rebuild after destructive documentary
  • 2. Situation Undercover reporter Nina Hobson exposes the corruption in the British Police Force in a tell-all documentary. Footage shows police officers displaying apathy towards crime victims (especially in instances of rape), sexist mentalities, abuse of authority, and brutality towards British citizens.
  • 3. Strategy The police force’s strategy is to accept, not dispute, the clear and destructive evidence presented. The force will focus on what can positively result from the documentary. It will take this as an opportunity to critically re- evaluate the police force, implement change and regain the public’s favor.
  • 4. Objectives • Condemn the practices and dishonorable police officers exhibited in the documentary • Address the issues brought up by the documentary • Rebuild the image of British police officers in the public opinion
  • 5. Audience Our audience is the British public, especially those who viewed the documentary. Because the documentary addressed issues of public safety and service, this is relevant to all British citizens. The campaign should be wide-reaching.
  • 6. Tactic- Stage 1 Public Statement • Issue a public apology on behalf of the British Police Force • Remind public that not all policemen were represented in this documentary- there are many honorable police officers. The officers shown in the video discredit the good men and women in the field. • Inform the public of the British Police Force’s commitment to rectifying the problems exposed • Commend the reporter for her brave service to the nation
  • 7. Tactic- Stage 2 Addressing the Issues 1. New Training Methods • More intense teaching of ethics and policies in police training facilities- especially emphasizing sexual harassment /gender relations within the workplace • Personality assessments made before officers are certified
  • 8. Tactic- Stage 2 Addressing the Issues 2. Reforming Current Force • High ranking officials in the force need to critically re- evaluate their subordinates • Officers cited in documentary need to be immediately dismissed • Departments need to undergo intense sexual harassment training sessions • New strictly enforced policies implemented: zero tolerance towards misbehavior • Serious surveillance within police stations
  • 9. Tactic- Stage 2 Con’t Addressing the issues 3. Reforming the System Because many officers in the documentary cited police policy as the source of their apathy, the system must be re-evaluated. • Reform of paperwork: consolidate clerical work for officers • Abolish the target and premium system: eliminate the practice of evaluating officers based on quantitative data • Provide certain instances where it is acceptable for police to use their own discretion
  • 10. Tactic- Stage 3 Rebuild • Major donation from the police force to women- related organizations (ex: battered women’s shelters) • Stress diversification: provide incentives for women to join the police force • Assign police officers mandatory volunteer hours within the community as retribution for the social service that the police were obligated, but failed, to provide to the public
  • 11. Timetable This documentary was extremely destructive to the reputation of the police force. There needs to be a long spanning PR campaign for the police, showing the force’s continued commitment to public service. The original campaign should be executed within two years.
  • 12. Methods of Evaluation • Number of news stories concerning the incident after the PR campaign is in effect- especially counting the positive stories • At the end of two years, conduct a mail survey questioning the public on their opinion of police officers
  • 13. Additional Issues • Source credibility: Because people are unwilling to trust the police, as a representative I am not denying the charges brought against the force. I am accepting the claims and stating my commitment to rectifying the exposed gross misconduct. • Cognitive dissonance: In order to try to change people’s predisposition to view policemen as corrupt and violent, the mandatory volunteer work will get police officers visible in the community for doing good deeds. • The flow of opinion: The immigrant group’s opinions of police officers will hopefully change as new police policies are implemented and as the officers get more involved in the community. • Suggestions for action: By thanking the investigative reporter for drawing attention to important issues, we are showing that external input is appreciated and seriously considered.