The PR campaign aims to rebuild trust in the Leicestershire police department after a documentary highlighted issues like sexism and neglect of duty. The objectives are to communicate policy changes to the public and involve them in the reform process. Key strategies include publicizing new policies, oversight measures, and community meetings to create dialogue. Tactics focus on acknowledging past issues, promoting women's advancement and immigrant recruitment, and hosting public discussions over the course of a year with a $100,000 initial budget.