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  • 1. Leicestershire Police PR Campaign ADV 410 Quiz 2 University of Illinois
  • 2. Situation A reporter went undercover in the  Leicestershire Police Department. She uncovered an atmosphere of laziness, unhelpfulness and sexism. Soft core porn was displayed in stations and officers would ignore rape call that came in. While on duty officers would sit in the station and play cards or play hide and seek with their police cars.
  • 3. Objective The objective of this campaign is to  show the public that the Leicestershire Police are still capable of protecting and serving the public. Faith must be restored in the police department.
  • 4. Audience Primary Audience: Residents of Leicestershire  Secondary Audience: All residents of Great Britain 
  • 5. Strategy The public must know that the majority of  the police department does not support the actions of these few officers. The public must also understand the steps that are being taken to remedy the situation.
  • 6. Tactics Have the head of the police department issue a public apology  Launch a full scale investigation run by outside organization.  This will improve credibility Take disciplinary action against offending officers  Develop mandatory training program focusing on sexism and  sexual harassment Run advertisements focusing on individual officers and their  “story.” Find officers that give back to the community to run stories on. This will help draw people over who already thought police officers were bad people. Ads will be run not just in main stream media but in busses  also to target immigrant community.
  • 7. Timetable The public apology must and investigation  must start imediatley Training should be in place within 6 months  Advertisement production should start right  away Campaign should run for 6 months. 
  • 8. Methods of Evaluation Track reports of police misconduct  Track number of sexual complaints in police  department Invite reporters back after a year has  passed to check up and run a follow-up story. This will be more credible than if we just told the public it was fixed. Monthly town hall meetings will be held to  evaluate progress and get public input.
  • 9. Source Credibility Outside agency running investigation  Reporters allowed in to see results 
  • 10. Cognitive Dissonance The advertising campaign will tell the stories  of individual officers who do good things for the community. This will help eliminate the view that police  officers are bad people in general.
  • 11. The Flow of Opinion Advertising will be run on the city busses to  help reach the immigrant community. Flyers in different languages will also be  distributed to local ethnic markets.
  • 12. Suggestions for Action Town hall meeting will be held to address  the concerns of the public. By having high level officials available to answer questions and hear about complaints, the public will feel that they are helping to bring about change in the police force.