View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Police Department PR
DISPATCHES: UNDERCOVER COPPER
Due to the behavior shown in the documentary, police officers
forfeited the trust of people.
Which factors caused problems?
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.
Objectives / Audience
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
People who live in the U.S.
Especially, all internet users
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
Conduct campaigns for regaining positive and trustworthy
Make a campaign for advertising on the television and radio
Every police officer wears a ribbon about the campaign on their
Present special internal-education programs for police officers
Emphasize that there are many officers whose conduct is
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.
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
Three to twenty-two to weeks: release all of the
advertisements, execute the campaign
Twenty-three to twenty-four weeks: conduct surveys for
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
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.
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.
The flow of opinion: there is a large, close knit immigrant
community in the town that does not watch television or read the English
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
Emphasize that the campaign is being carried out in every
Show interviews with people telling how the officers’
behaviors are improving