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Police Department Pr

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  • 1. Police Department PR DISPATCHES: UNDERCOVER COPPER Jiyoung Kim
  • 2. Situation  Due to the behavior shown in the documentary, police officers forfeited the trust of people.  Which factors caused problems? Sexism   Dereliction of their duties  Officers’ words and behaviors  Lack of responsibility  Since this film was broadcast on the internet,  police departments have to deal with the negative image.
  • 3. Objectives / Audience  Objectives  Let people know that the officers shown in the documentary are only a very small portion  Appeal to people that police departments take appropriate and strong courses of action to protect and serve the citizens  Audience  People who live in the U.S.  Especially, all internet users
  • 4. Strategy  Online strategies  To attract internet users’ attention, release articles, especially to every city’s police departments and to the highly used searching engines such as Google news and Yahoo  Make online flashes for online banners to use with online press releases  Offline strategies Conduct campaigns for regaining positive and trustworthy  images Make a campaign for advertising on the television and radio   Every police officer wears a ribbon about the campaign on their uniform Present special internal-education programs for police officers 
  • 5. Tactics  Emphasize that there are many officers whose conduct is exemplary  Highlight how police departments carry out plans that eliminate these problems  When PR representatives are interviewed by the media, sustain strong and positive attitudes toward them. Never get upset even when they try to disparage all police officers.
  • 6. Budget / Calendar  About 1,000,000 to 1,500,000 dollars  Cost to make and distribute ribbons for every officer  Make commercials, conduct surveys, pay for advertising  A six-month plan  One to two weeks: make press releases and advertisements, prepare internal-education programs  Two to ten weeks: implement education programs for every police officer  Three to twenty-two to weeks: release all of the advertisements, execute the campaign  Twenty-three to twenty-four weeks: conduct surveys for evaluation
  • 7. Evaluation  Conduct a survey about police officers’ images  Analyze favorable articles and postings as well as hostile articles postings in order to determine the effectiveness of the campaign and to plan further steps
  • 8. Additional Issues  Source credibility: As a pr representative for the police department, you are part of the police force. Hence, people don’t trust you. The PR representative should be a woman in order to  attract people through women’s typical skills: a gentle smile, kind words, a soft voice with a friendly attitude In addition, the PR representative should be an articulate  PR expert; every word would have hidden power, even though she talks kindly.
  • 9. Additional Issues  Cognitive dissonance: many people in the community already think cops are dishonest and violent. The PR personnel of police departments should recognize that  people have misconceptions about officers. People have Individualistic Fallacies in which they believe that if one member of a group has a characteristic, then all members of the group share the same characteristic. The PR representative should make sure that the image of  officers is not violent, but powerful.
  • 10. Additional Issues  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. Translate articles in immigrant’s languages for publication  in the local newspapers  Dispatch officers who can speak the local languages  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. Emphasize that the campaign is being carried out in every  state  Show interviews with people telling how the officers’ behaviors are improving