As the PR representative of this police department, it is our duty to make sure the public knows that this portrayal of our department is unjust and inaccurate. We will prove to the public that we do not stand for this kind of behavior, and we will gain back a positive reputation for this organization.
In order to easily target most of the public, we will go with the strategy that will be the most likely to reach our audience, through large newspaper corporations and television stations. Our strategy for these video news releases and newspaper articles is to show the public that our department does not stand for this behavior. In doing this, we will publicly fire those officers involved in the disrespectful and unjust behavior. After proving this to the public, we will promote positive stories and achievements that our department has obtained in the community. We will also have statements from victims who have been saved by our officers, with more focus on the elderly and children. This will target the public’s emotional side, and they will feel a sense of gratitude towards the department.
We will publish articles in the major newspapers and will have several televised news releases that will enforce the sincerity of our department’s commitment to protect and serve. We will address issues such as the firing of the officers guilty of misrepresenting our department, profession and reputation. Then we will take a positive stance which focuses on the good things the department has accomplished. A way in which we will do this is to have testimonies of victims that have been helped or saved by our officers. We will also make brochures with all of this information and testimonies in order to reach the people that do not read newspapers or watch television. On top of this, we will promote the charity and volunteer work the officers do in the community by using these methods of reaching the public. Also, we will promote “ Cops for Kids ,” a week-long summer camp that our department holds for under-privileged and inner-city children. The camp gives less privileged kids a chance play sports and engage in many other activities whilst bonding with other kids. This is a non-profit organization and is an annual event.
The budget for this campaign will range from $200,000- $500,000. We want to be sure our image and reputation has been completely salvaged and will do everything in our power and budget to accomplish this.
In order to maintain positive source credibility, we will place a lot of focus on the testimonies presented by real victims who have been positively influenced by our department. By doing this, the public will be drawn emotionally towards real people just like themselves, and will realize that one day they, or someone they love, may need the help or assistance of an officer as well.
We have taken into account that some people may be affected by cognitive dissonance, and they may have a prior belief that all cops are dishonest and violent. Again, we will solve this by promoting the positive stories that the department has accomplished. Also, we will place emphasis on the fact that we are a “Zero Tolerance” organization, which means that we have no tolerance for such behavior that was witnessed in the documentary. Stories of the guilty officers being fired will run frequently. Also, in order to change their opinions, we will promote “ Cops for Kids ,” a week-long summer camp that our department holds for under-privileged and inner-city children. The camp gives less privileged kids a chance to have a summer camp experience, free of charge.
In order to include the community, we will encourage the public to report any instances of unethical behavior displayed by any officer. We will have a toll-free number that anyone can call if they feel the need to report any suspicious behavior. This ensures that the public feels that we enforce our “zero tolerance” rule.