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Police Department PR


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Police Department PR

  1. 1. DISPATCHES: UNDERCOVER COPPER Police Department PR Jiyoung Kim
  2. 2. Situation <ul><li>Due to the behavior shown in the documentary, police officers forfeited the trust of people. </li></ul><ul><li>Which factors caused problems? </li></ul><ul><ul><ul><li>Sexism </li></ul></ul></ul><ul><ul><ul><li>Dereliction of their duties </li></ul></ul></ul><ul><ul><ul><li>Officers’ words and behaviors </li></ul></ul></ul><ul><ul><ul><li>Lack of responsibility </li></ul></ul></ul><ul><li>Since this film was broadcast on the internet, </li></ul><ul><li>police departments have to deal with the negative image. </li></ul>
  3. 3. Objectives / Audience <ul><li>Objectives </li></ul><ul><ul><li>Let people know that the officers shown in the documentary are only a very small portion </li></ul></ul><ul><ul><li>Appeal to people that police departments take appropriate and strong courses of action to protect and serve the citizens </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>People who live in the U.S. </li></ul></ul><ul><ul><li>Especially, all internet users </li></ul></ul>
  4. 4. Strategy <ul><li>Online strategies </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Make online flashes for online banners to use with online press releases </li></ul></ul><ul><li>Offline strategies </li></ul><ul><ul><li>Conduct campaigns for regaining positive and trustworthy images </li></ul></ul><ul><ul><ul><ul><li>Make a campaign for advertising on the television and radio </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Every police officer wears a ribbon about the campaign on their uniform </li></ul></ul></ul></ul><ul><ul><li>Present special internal-education programs for police officers </li></ul></ul>
  5. 5. Tactics <ul><li>Emphasize that there are many officers whose conduct is exemplary </li></ul><ul><li>Highlight how police departments carry out plans that eliminate these problems </li></ul><ul><li>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. </li></ul>
  6. 6. Budget / Calendar <ul><li>About 1,000,000 to 1,500,000 dollars </li></ul><ul><ul><li>Cost to make and distribute ribbons for every officer </li></ul></ul><ul><ul><li>Make commercials, conduct surveys, pay for advertising </li></ul></ul><ul><li>A six-month plan </li></ul><ul><ul><li>One to two weeks: make press releases and advertisements, prepare internal-education programs </li></ul></ul><ul><ul><li>Two to ten weeks: implement education programs for every police officer </li></ul></ul><ul><ul><li>Three to twenty-two to weeks: release all of the advertisements, execute the campaign </li></ul></ul><ul><ul><li>Twenty-three to twenty-four weeks: conduct surveys for evaluation </li></ul></ul>
  7. 7. Evaluation <ul><li>Conduct a survey about police officers’ images </li></ul><ul><li>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 </li></ul>
  8. 8. Additional Issues <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>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 </li></ul></ul><ul><ul><li>In addition, the PR representative should be an articulate PR expert; every word would have hidden power, even though she talks kindly. </li></ul></ul>
  9. 9. <ul><li>Cognitive dissonance : many people in the community already think cops are dishonest and violent. </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>The PR representative should make sure that the image of officers is not violent, but powerful. </li></ul></ul>Additional Issues
  10. 10. Additional Issues <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>Translate articles in immigrant’s languages for publication in the local newspapers </li></ul></ul><ul><ul><li>Dispatch officers who can speak the local languages </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>Emphasize that the campaign is being carried out in every state </li></ul></ul><ul><ul><li>Show interviews with people telling how the officers’ behaviors are improving </li></ul></ul>