Situation: An undercover investigation into
the British police force has revealed some
appalling practices and opinions of some
police officers on the force. The sexism and
out right disturbing attitude of some police
officers is sure to leave the public with a
disastrous opinion of British crime fighting.
Objectives: The public relations campaign’s
objective is to bring back a feeling of trust
in the nation’s police force. The campaign
will aim to clean up the name of the United
Kingdom’s police force and revive public
support for the program and institution.
The audience that the campaign will be
aimed towards is the general British public,
with special attention and consideration
given to the population of Lesteshire (the
town the undercover documentary was
filmed). The campaign will focus on all
classes of adult citizens ranging from 18-65.
- The police need to avidly state their apologies on
multiple media outlets and well and stressing their
commitment to improving and changing the current
circumstances that have lead to such disgrace in the police
- involve the government to aid in reestablishing the good
name of the police.
- Aligning with other organizations is a key strategy in
this PR campaign considering the massive loss in trust the
police department has.
- The police force will show that they take the allegations
made in the film seriously and investigate each one separately.
- Community involvement is key is reestablishing trust.
- the government will be contacted to do their share to
help boost the police forces’ image since they are partially
responsible for the bad name the police are receiving
thanks to the undercover report. They will revise their
stance on targets—possibly eliminating them and coming
up with a better system.
- Using the web, magazines, newspaper, radio and
television outlets the police force will issue apologies and
stress their commitment to changing and improving the
program. It is important that the police force accepts
responsibility and explains to the public how they will go
about implementing change.
- Police officers will undergo mandatory courses in proper
practices in the workplace.
- The police will work in alliance with several organizations that
will help with improving the issues shown in the undercover report.
They will align with an organization that aims for equal rights for men
and women in the work place.
- Analyzing of the film will lead to proper punishment and even
firing of the individuals that were shown to be neglectful of their duties
in the report.
- High involvement in charitable events in the community: It will
be required that the off duty police officers put time into several
community programs. The police force will sponsor a fundraiser for
Calendar: To achieve the goals of this PR
campaign, we should launch it immediately as to
not look like we are taking time to own up to our
mistakes. The British police force should issue the
apology and repeat it for about two weeks. After
that time frame, the force should remain on high
alert and look for places to improve their name for
the next year. All the tactics should be put into
Method of Evaluation
Method of evaluation: To evaluate the
success of the campaign we would take a
survey of the public’s opinion of the British
Police Force as a whole right after the
controversy and then once again a year later
and compare results, and once more two
years after the launch of the program.
Budget: $1 million for two years.
($750,000 for the first year, $250,000 for
Source Credibility: Since the police department has
lost a considerable amount of trust from the public,
it is important to use the alliance with other
companies to help build trust. If the police officers
are taking courses from an organization dedicated
to equal rights in the workplace, that organization
should speak out on behalf of the police department
commenting on the improvements that have been
made thanks to the program. This way the audience
can trust the source of knowledge.
Cognitive Dissonance: To eliminate any cognitive
dissonance the audience may have we again will
utilize the help of a spokesperson from the
organization that will hold the equality workshops.
This way the audience will realize that it is a break
from the old way and that they can believe us. We
have to let the audience know that circumstances
have changed and we will be using the help of
another organization to send the message out that
the police can once again be trusted. This will break
the cognitive dissonance cycle.
The Flow of Opinion
The flow of opinion: When taking into consideration that
“there is a large, close knit immigrant community in the
town that does not watch television or read the English
newspapers” we have to pump up other areas of our media
outlets. We hope that our radio broadcasts will reach these
people since most of them do not watch television. Since we
are trying to cover the majority of media outlets, hopefully
one will get to that community. Also all the advertising we
will be doing promoting out community events should
hopefully reach the immigrant community since it will be in
the form of flyers distributed through out the community.
Suggestions for Action
Suggestions for action: We have to break the
opinion that individuals can do little changes. We
need to show the community that each person can
contribute a great deal to making the police force a
respected part of the community. By sending
around off duty police officers door to door in the
community, the personal interaction should move
people to action. These police officers will be
discussing the community charity events that they
are sponsoring and invite the members of the
community to volunteer, participate or just show