Situation <ul><li>The Police Department in Leicester is overlooking sexist and inappropriate behavior from many of their officers. </li></ul><ul><li>A majority of the officers treat women with disrespect, overlook citizens who are in need, and deal with serious situations with a disregard. </li></ul><ul><li>The issue of sexism is of extreme importance in rape cases, because many of the male officers treat women who have been victimized as if they had asked for it and there is no real crime happening. </li></ul><ul><li>In addition to these actions, many officers leave crime scenes without doing routine investigative procedures and spend their time while on duty playing games and cards. </li></ul>
Objectives <ul><li>Increase awareness and understanding of the changes that are being made to the police department’s conduct and management. </li></ul><ul><li>Cut the amount of time it takes for a squad car to respond to a call and arrive on scene in half. </li></ul>
Audience <ul><li>All citizens who are under the protection of the Leicester Police Department. </li></ul><ul><li>All employees of the Leicester Police Department, whether they be upper management, the officers who were disgusted by the behavior, or the officers who were performing their jobs in this manner. </li></ul>
Strategy <ul><li>Represent the police department in a positive light in order to regain the public’s trust </li></ul><ul><li>Change the way the police officers view their jobs </li></ul><ul><li>Rework how the police department filters command </li></ul><ul><li>Implement a strict screening and training process for entry level and current officers to assess their ideologies about what it means to be a police officer </li></ul><ul><li>Mandate classes on issues of equal opportunity and sexism for current and new officers </li></ul><ul><li>Move the public’s focus from their outrage to the efforts that are being made to improve the situations that were shown on the film </li></ul>
Tactics <ul><li>Have someone with an impeccable record from another area’s police force come in and enforce screenings and classes for the police officers </li></ul><ul><li>Install cameras and recording systems on the phones to assess what the officers are doing while on duty and how they respond to calls from citizens </li></ul><ul><li>Implement weekly meetings to discuss how the male officers are interacting with women; much like a support group </li></ul><ul><li>Use Video News Releases to continually show the public what the police department and the city is doing in an effort to fix the issues that caused outrage </li></ul><ul><li>Time each case from open to close to assure the police are being timely and respectful with each and every case, no matter who the victim is </li></ul>
Budget <ul><li>30% of our Budget will be spent on creating and producing the Video News Releases to update the public on the progress the police department is making </li></ul><ul><li>70% of our Budget will go to the staffing and equipment revamping the Leicester system, monitor the officers, and implementing the meetings and training programs </li></ul>
Timetable <ul><li>Our Public Relations Program will be put in place as soon as one person expresses outrage. We want to address the public who has seen the video and are outraged , as well as the public who hasn’t seen the video yet, so we can possibly prevent them from becoming outraged. </li></ul>
Evaluation <ul><li>Take polls online and conduct in person interviews and surveys to assess if the public is less outraged after seeing the police department’s efforts, and if they understand and think the efforts are sufficient </li></ul><ul><li>Track the amount of time it takes the officers to arrive to a crime scene with people on site and timers </li></ul>
<ul><li>Source credibility: As a pr representative for the police department, you are part of the police force. Hence, people don’t trust you. </li></ul><ul><ul><li>We are going to address the issue of source credibility by citing all of my experiences and expertise in dealing with conflicts between the public and different companies. We are also going to address it by showing actions that are in compliance with what we are saying in our video news releases, so the context of the message the public receives is much more believable. </li></ul></ul><ul><li>Cognitive dissonance : many people in the community already think cops are dishonest and violent. </li></ul><ul><ul><li>We are going to address the publics cognitive dissonance through first, making sure the public understands that the police department is not going to put up with this kind of behavior and the circumstances will definitely be changed. Secondly, we are going to give information about the changes that are being made at the Leicester Police Department through active displays in the community as well as video news releases. Third, we are going to break their cognitive dissonance by using a spokesperson from another city’s police department that has a great track record and a safe community, so that the public can trust him/her because they know it is a safe city. </li></ul></ul>
<ul><li>The flow of opinion: there is a large, close knit immigrant community in the town that does not watch television or read the English newspapers. </li></ul><ul><ul><li>We are going to address this community with a committee within the police department to explain to them what is happening in the city and what is being done to fix current problems. Although we cannot control the feedback they receive from other citizens, hopefully if we directly address them we will also have an effect on their opinions. </li></ul></ul><ul><li>Suggestions for action: most people in the community ignore pr campaigns because they feel that they (the people themselves) can do little to change anything </li></ul><ul><ul><li>We will involve the community by creating committees in each neighborhood to hold officers accountable. Because the upper management of the police department cannot be constantly observing the police officers we will designate members of the community to hold officers accountable and report back to the upper management, this way they are seeing first hand how the officers are acting, and have a direct interaction with what is being done to change the situation. </li></ul></ul>
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