A Public Relations response to the actions of British police officers misconduct.
Strategy 1. To convince the public that police officers are willing and able to protect all members of the community. 2. To reinstate a level of trust in police officers in this community. 3. To work harder from within the company to ensure officers and better trained and overseen to ensure results.
To reinstate a network of trust between the community and the police station.
To install new programs to assist the community in becoming a safer area for all residents.
To review officers and make sure that they are treating community members correctly and not abusing their powers.
Press conference explaining that the actions of individuals are misrepresentations of the widespread feelings of the police station, and that officers who were found guilty of misconduct will be released from their line of duty. Question and answer session with the media.
A new promise list, posted around town and in the police station, with new goals for the police officers to constantly work on excellence for the community.
A public apology by the police station and any police officer involved. Any police officer who refuses to apologize publicly or who has committed a vast amount of misconduct on tape is immediately fired.
New public help programs, like a rape hotline, safety phones around town or public lessons to community members on how to protect themselves.
More training of new police officers in order to teach more expensive measures for protecting the community and behaving in a manner that is non-discriminatory.
Press releases over time, reassuring the public of evaluations and training programs being instated in order to obtain a higher level of safety for all residents.
The press conference will be held with the media invited, allowing the media to release stories as they choose about the police station’s response.
Money spent on new programs to teach community members how to protect themselves, instillation of safety phones, and volunteers and a facility for a rape hotline.
Hiring/training of new employees to ensure future treatment of community residents is better.
Monthly evaluations of each officer by their over-seeing officer in order to ensure continued success of new programs.
Written or oral tests following training programs.
Every six months, each station should be evaluated by a top officer to ensure all measures are being taken to protect the public and treat residents fairly.
Increased check-in by field officers when on duty to ensure they are staying on track.
All press releases or conferences should be given by top reporting police officers or government officials.
Expert training companies should be brought in for safety training.
Media sources should be given current updates of the efforts of the police station so they may make their own positive statements about the improving safety system (public may believe it more if the public is choosing to say it).
Use local TV ads, interviewing real police officers in the area, asking them about why they became an officer and what aspects of the job are important to them.
Print flyers with pictures of police officers and their families/friends, with quotes about why they chose this line of work and why protecting the public is important to them.
Radio spots with interviews and quotes of real police officers expressing a desire to protect the community.
Public apologies by all officers and officials that had any ability to stop the misconduct that was documented.
The Flow of Opinion
Encouraging police officers to participate in community projects on their off days may increase a connection with immigrant members of the community.
Police officers should visit middle schools, high schools, community centers and cultural centers locally to discuss safety issues and ways to protect their families.
Flyers with quotes should be in various languages popular in the local area and police officers who may belong to an individual cultural background should be among the representatives of the police station in the public eye.
Suggestions for Action
Ads to recruit volunteers for rape hotline and seminars for self-protection.
Community after-schools programs, with volunteer citizens and police officers, that teach children the importance of acceptance and fairness.
Opportunities for students to tour the police station, chat with officers in uniform and learn more about what they do in their every-day work to protect the community.
Students involved in these programs will be asked to draw pictures or write letters explaining their day with the police officers and what they liked about the police officer’s job and why it’s important to help others.