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Undercover Cop


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Undercover Cop

  1. 1. Undercover in the Police Force
  2. 2. Dispatches: Undercover Copper <ul><li>Who : Leicester Police Force and an undercover cop, Nina Hobson </li></ul><ul><li>What : Nina Hobson examines the police force and their work ethics </li></ul><ul><li>Where : Leicester, England </li></ul>
  3. 3. Situation <ul><li>Throughout the undercover investigation, Nina Hobson found critical information about the Leicester Police Force. She investigated the sexism and bullying portrayed by the men on the police force. Majority of the police officers on the Leicester Police Force neglected to respond to many cases called in on the radio, but instead were playing games. These police officers did not have pride in their jobs or respect for the community they were serving. Also, they abused their authority privileges as police officers in many ways. When the government tried to introduce targets as a way to motivate the police officers, they found a way around the rules to scam the government. Overall, the Leicester Police Force was not completing the duties of a police officer to the best of their ability, or barely even at all. </li></ul>
  4. 4. Objectives <ul><li>Enhance the Leicester police force’s understanding of the ethical boundaries of their actions </li></ul><ul><li>Advise the Leicester police force to get their pride back </li></ul><ul><li>Enforce a zero tolerance policy of sexual harassment and equal opportunity for men and women within the police force </li></ul><ul><li>Communicate to the community that the Leicester police force are respected authority figures who are at their aide at all times </li></ul><ul><li>Motivate the community to give feedback and their opinions on how to make Leicester a better and safer environment </li></ul><ul><li>Provide the public with accurate and truthful reports </li></ul>
  5. 5. Audience <ul><li>The audience for this public relations campaign is: </li></ul><ul><li>The Leicester police force </li></ul><ul><li>The entire community of Leicester, England. </li></ul>
  6. 6. Strategy <ul><li>The strategy is to use different tactics to help reach the audience and reach the goals and objectives. I will help the police officers realize that their actions are hurting the community and the public. They will learn that they are overstepping ethics boundaries and need to gain respect for the people they are serving. They should understand that this is an authority position that is highly respected in many other areas and they are giving it a bad reputation. </li></ul><ul><li>The community is easily influenced, but should look past this undercover case and focus on the improvements for the future. Also, they will be instructed to give their feedback that will be used to help improve the police force. </li></ul>
  7. 7. Tactics <ul><li>The police force will be required to take courses about ethics in the workplace </li></ul><ul><li>The police force will be supervised by the government throughout this campaign, therefore, the reports will be accurate and available to the public. </li></ul><ul><li>The zero tolerance policy of sexual harassment will be stressed and strictly enforced. </li></ul><ul><li>Respected authority figures within the police force will go door to door handing out surveys asking for the community’s feedback and opinions </li></ul><ul><li>News releases - I will develop a series of news releases that will be distributed throughout the campaign, including: a public apology from the police force, updates on their progress with ethics in the workplace and several more </li></ul><ul><li>Video News Release- I will send out a VNR to the local television station to air which will portray the police force helping to make Leicester a safe protected community </li></ul><ul><li>News Conference- Several of the Lieutenants, along with other police officers, will be interviewed from the public to answer their questions and help put an end to their doubts </li></ul>
  8. 8. Timetable <ul><li>This campaign may take up to one year to complete. </li></ul>
  9. 9. Budget <ul><li>Use the incentive money from the targets that were met last year, with additional means of money </li></ul><ul><li>Ethics classes </li></ul><ul><li>Government supervision </li></ul><ul><li>News Release </li></ul><ul><li>VNR </li></ul><ul><li>News Conference </li></ul><ul><li>Surveys </li></ul><ul><li>The total budget would be about 2 million pounds </li></ul>
  10. 10. Evaluation <ul><li>Not only should the campaign be evaluated at the end of the campaign, but I will monitor it throughout the entire process to ensure that the goals and objectives of the campaign are being met adequately </li></ul><ul><li>Test scores of officers from ethics course </li></ul><ul><li>Random supervision from government and higher authorities </li></ul><ul><li>Surveys to the community about trust, respect & safety in Leicester </li></ul><ul><li>Feedback from community </li></ul>
  11. 11. Source Credibility <ul><li>As a public relations practitioner for the Leicester police force, I understand that I am a member of the police force. Therefore, I am not trusted or respected by the community. </li></ul><ul><li>I will do my best to stay out of the light of the campaign, only highlighting the police force and their strides towards success </li></ul>
  12. 12. Cognitive Dissonance <ul><li>Since many people in the community believe that police officers are violent and dishonest, I will do my best to change their negative beliefs into positive ones. </li></ul><ul><li>The news release of a public apology from the Leicester police force will help aid this process. </li></ul><ul><li>Also, the public will be informed of the updates of the ethics courses and the progress the force is making through supervision </li></ul><ul><li>The idea that the police force is available to help the community will be stressed </li></ul>
  13. 13. The Flow of Opinion <ul><li>Although there is a large percentage of immigrants within the Leicester community that will not pay attention to most of the media, I will focus on reaching that segment of the audience by using “word of mouth.” </li></ul><ul><li>Word of mouth is one of the most successful tactics in a public relations campaign. Many of the members of the community will pay attention to the media, and in turn they will talk about it with their neighbors, co-workers, friends and family. Through these tactics, hopefully all of the target audience will be reached, including the immigrant population. </li></ul>
  14. 14. Suggestions for Action <ul><li>Since many people within the community ignore public relations campaigns because they believe that there is little they can do to make a change, I will hand out feedback surveys to their homes stressing that their voices and opinions will be heard and can help make a difference. </li></ul><ul><li>The survey will ask for suggestions of how to clean up and unite the community. This way they will be happy when their ideas are implemented and will feel more comfortable sharing other suggestions for bigger issues, such as how can the police force serve you better? </li></ul>