PR Crisis @ Leicester Police Department


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

PR Crisis @ Leicester Police Department

  2. 2. The Situation @> A reporter by the name of Nina Hobson goes undercover to reveal the problems with policing in Britain and finds the Leicester Police Department plagued by sexism, administrative corruption, and negligence at all levels. (9 Officers are seen engaging in: ° Chauvinistic and sexist activities/ conversation ° Dismissing or picking and choosing which cases and calls they will tend to ° And having a difficult time dealing with the copious amounts of paperwork required to charge criminals.
  3. 3. Objectives in this case: @> Recover the dignity and authority of the Police Department in the eyes of the public. ' Reform the officers dealings or encourage steps towards doing so. ° Make it known that an investigation of the events and activities depicted in Hobson's report will follow in order to discipline the offending officers on a case by case basis.
  4. 4. Audience 63 The general public. Maybe more specifically, those aware of the issues of policing addressed by Hobson either through her report or via some other channel of communication.
  5. 5. Strategy @> Use of high ranking officers' credibility is crucial to regaining the public's trust as well as the police department's dignity and authority.
  6. 6. Tactics (9 A press release indicating that the issues described by Hobson's report are under invesfigaflon. ° Indicate that the officers who engaged in unacceptable behavior face disciplinary action. These were the “bad apples” of the bunch. ° The report also indicates that there are a portion of officers who take their work seriously and carry it out with pride. Indicate that these types of officers outnumber those whose behavior is unacceptable and that the report did not indicate that properly.
  7. 7. Tactics (cont. ) © Concerning a PR practitioner as a credible source: ° a representative of the police department, preferably a high ranking officer as mentioned in the strategy section (such as Chief Constable Matt Baggott, who appeared at the end of the report to address some of the issues), needs to make a public statement condemning the behavior of those officers in the report. ° A PR representative just wont have the authority in this case to present the police department's side of the story in a way that the public will find honest and credible.
  8. 8. Tactics (cont. ) @ Some suggestions for action: ° The police department needs to address the administrative issues that allow such things to happen. ° A concerted effort needs to be made to reform the way police work is carried on, in such a way that the public will realize a new kind of police presence and recognize a shift towards public service rather than simply working to fill a quota, or “target” as it was called in the report.
  9. 9. Tactics (cont. ) @ More suggestions for action (this time for the public): ° The public might also be encouraged to file reports against officers that they've had bad experiences with in the past. Such as officers abusing their authority, harassing citizens, failing to respond to emergency calls in a timely manner, etc.
  10. 10. Timetable © The strategy and tactics named here should be carried out ASAP. ° The press release and public statement should come within a day or two of the report being released. ' An extended investigation might be a little more difficult to set a timetable for. An internal investigation that resembles something like Hobson's undercover report might be necessa to monitor progress in correcting the problems with the po ice department. A proposed timetable might be 6 months to one year to see real tangible progress in reform. However, as the report indicated, this might be difficult because of the coordination of the police department and other government organizations that would be necessary to address some of these issues.
  11. 11. Method of Evaluation © The results of the internal investigation will be the best indicator of success in this case. @ A phone, mail, and/ or email survey might be appropriate to find out how citizen's attitudes concerning the police force have changed, if at all, over the course of this campaign. ° Considering many people in the community believe the police were dishonest and violent prior to Hobson's report, positive attitudes or feelings that the quality of service the police department is providing has improved would be good indicators of success.