Police Force Scandal

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  • 1. Situation The current situation is that the police department in Britain is under scrutiny because of their recent behaviors and attitudes towards their job. After a police officer went under cover to observe and record the various actions being taken by the police, she discovered sexist attitudes towards the women working on the force and also towards rape victims. She also discovered that they were abusing their authority, playing games while they should have been working, and missing the “pride” that used to go along with having the job. After her under cover findings were shown to the public, the public was outraged with the police force.
  • 2. Objectives
    • Display a better and more positive image for the Police force
    • Have the public trust and have faith in the police force again
    • Lesson the number of crime rates that haven’t been attended to by the police
  • 3. Target Audience
    • The primary audience for this Public Relations campaign would be the public in Britain, who are the most outraged with their Police force, and also everyone in the Police force who has been taking their job seriously.
  • 4. Strategies
    • Display a positive image by having police officers address their behaviors by speaking to the public. They shouldn’t lie about their actions because the under-cover cop has proof.
    • Put more police officers out on the street so that the public can see that they are out doing their job.
    • Stop the nonsense and game playing during work hours at the Police stations
    • Stop prejudice against women by including female officers in more activity in the Force
    • Having the Force stop abusing their authority and acting above the law by enforcing new laws that have penalties if broken.
  • 5. Tactics
    • Physically put more police force out paroling the streets and answering emergency calls. Put a large focus on helping rape victims.
    • Have authority come and randomly inspect and visit police stations to make sure that they are running smoothly and effectively and that no one is slacking off.
    • Hold press releases and interviews where the police force can address their issues and answers concerns honestly.
    • Set laws that adhere to police officers as well so that they do not receive special authority.
  • 6. Calender
    • This planning and execution should take about a year or two because the public needs some hard convincing that the Police force is actually taking their jobs seriously.
  • 7. Budget
    • $100,000 for the next 1 to 2 years.
      • The budget isn’t huge because the P.R. campaign will really consist of police officers changing their behaviors.
  • 8. Evaluation
    • The campaign will be successful if…
      • There are more police officers working and more emergencies are being answered to.
      • A survey can be sent out revealing the attitude of the public for their “newly refined” police force.
      • Crime rates have lessoned
  • 9. Source Credibility
    • The only way the public is going to trust Police is if they are a credible source to be trusted.
    • If this P.R. campaign is successful, the public will once again believe that the Police Force is credible and trust them
    • A credible source to be delivering the press releases and interviews should be someone high in position that works for the police force and is willing to take responsibility and action.
  • 10. Cognitive Dissonance
    • The communicator or the head of the police force needs to reassure the public that the problems with the police force have and will continue to change.
    • The public needs to recognize that they need the police force whether they like it or not, so a positive attitude change by the public would benefit the police force and bring back the pride in their job that they were missing.
    • It may be important to bring in the undercover cop to speak to the public and tell them that changes are being made for the better.
      • She is seen as not only a credible source because of her video, but also on the public’s level because she would be speaking on their defense.
  • 11. The Flow of Opinion
    • It may be important to have the police force or authoritative figure send out apologetic letters to the British community, addressing the problem and what courses of action will be taken.
      • This way, homes that do not have a television or that don’t read newspapers, will receive news and the apologetic letter via mail to their own homes.
      • It is much more personal if the public feels like it is personally being addressed to them.
  • 12. Suggestions for Action
    • It may be important to include the public in inspecting the police stations to give them reassurance
    • Hold press release where anyone from the public can ask questions and offer suggestions, so it shows that the police force is interested to hear from them.
    • Offer to have members of the public “shadow” a police officer for the day
      • Another way to reassure them that the police are efficiently doing their jobs