The document outlines a comprehensive media communication proposal aimed at enhancing the branding and awareness of the UP Police since 1863. It emphasizes various strategies for effective public engagement, including social media outreach, community events, and training for police personnel on media interactions. Key activities highlighted include crisis management, regular updates on police achievements, and initiatives to promote safety and security in the community.

1. UP POLICE
Since 1863
Suraksha Aapki Sankalp Hamara
www.uppolice.gov.in

2. MEDIA
COMMUNICATION
PROPOSAL
Image Building of UP Police
Sensitization of Police Officers for Media, Branding and Awareness
Media Strategy for Positioning of UP Police & Crisis Management
Define tools for Branding and Maximize penetration
Highlight Good work of UP Police
Objectives

3. Medium
National Dailies (Hindi + English)
Regional (Hindi + Urdu)
One on One interaction
Press Conference/ Meet/ Briefing
Q&A/ E-mail reply
Photographs with News Article
Advertisement
National Channels
Regional Channels
You Tube Channel
AV (30-50 secs)
Advertisement
Print
Electronic

4. Medium
Social Media Platforms- Facebook, Twitter, Google Plus, Whats App
Blogs
Creative + Posts
Organic News
Achievements
Awards and Accolades
Short Audio- Video
Advertisements
All India Radio
Operational FM channel in regions
Awareness Advertisement
Digital
Radio
/ FM

5. Medium
Rural and village public need direct communication in comparison
of other medium. These medium could be:
Direct
Promotion
- Community event with help of Gram Panchayat/ Sabha
- Role Playing Act
- Nukkad
- Open public announcement
- Posters/ Banners/ Hoardings in Regional languages
Phone calls and SMS in regional language from UPP.
To penetrate approach, organize Jansunwai fortnightly.
Aggressive approach towards kids and youth for their
rights and responsibilities.
Community meet for fearless approach.

6. Medium
Regular training and workshop for Police personnel on-
- Behavior with common people
- Polite approach while dealing with people and media
- Tips to follow while Response sharing with media
- Things to avoid clash with media
- Tips of Information sharing with media people
- Remain cool and calm over media queries
- Show supporting nature with media
Workshop
/ Training
- Tips to respond on quick basis in Crisis.
- Healthy life- Healthy Work, Yoga, Exercise.
- Tips to manage anger and stress in public and media.
- Psychological sessions to handle pressure
- Provide family visits and leave on rotation.
- Prepare for emergency and crisis situation.

7. Activities to Be Undertaken

8. Press Release New Announcements/ Campaign/ Initiatives/ Activity
Cases resolved / Success story
Arrest/ Encounter of criminals
Success in Lost and Find cases- Kids, Old age etc.
Response time, Action and Success on complains
Joining of New officer, Young IPS, Facilitation etc.
Farewell of retired Police personal/ Transfer of officer
Activities of safety and security in the region over festivals
and other special occasions
Route Diversion and Police help desk
Monthly updates of Disputes resolved by Police of any kind
Inviting media over National Days and Activities
Collecting images and sharing with media on regular basis
Social Activity, Training for citizens, Stall in Fairs, and
Anything New for Safety of People in the region.

9. Creative /
Advertisement
Print, Outdoor, TV, Radio, Hoarding, Pamphlets, Stickers,
Posters to reach maximum people:
Highlighting important numbers in highlighted manner on
regular interval on Main pages/ internal pages/
Verification of domestic helps and security gurads
Highlighting No Smoking zones and Penalty
No Parking boards on locations and Penalty Clause
Don't take lift from unknowns
Verification Drive/ Camp with Locations and Dates
Tabular form of Offences and Penalty with Complain No
Women Safety and Police Helpline
Avoid Road Rage/ Ragging/ Disputes
Lane Driving/ Wear Helmet/ Be Attentive at Local places
Reunite lost people with family etc.
Unbiased help and investigation from Police.

10. Creative /
Advertisement
continue...
Radio and FM jingles for topics to remind people towards
safety, security and role of Police
Frequent campaign of Don't Drink & Drive
TV advertisements on all topics to for quick reminder about
Role of Police and People's responsibility.
Display of Ad on Social media platforms- Twitter, Facebook.
Safety tips for Kids, Women and old age people.
Remind people towards various Complain no for help.
Updates of success, crimes and arrest in area to make people
aware about police activities.
Asking suggestions and updates from common people via
Radio and Digital medium to make safe and secure city.
Appreciation of people helping UPP at Radio, Social media.
Connecting Print, Electronic, AV with Social media for
promotion.

11. Digital &
Social Media
Digital + Social media platforms are emerging as strong tool
of communication and Image building:
Posting all Press Release, News, Advertisements, Creative,
Posters etc. at Social and Digital Media.
Referring suggestions from people and implement them.
Updating all kind of Awareness activity, Social Activity, Rules,
Important no at social platforms.
Registering complain and reply (must) on social platforms.
Being quick in Jam and alternate Route change, Fire, Crime
busted, Police check post, Verification camp, Workshop etc.
Upload videos on Official channels for wide reach.
Provide suggestions and ask people to via social channels
about complain, relief, urgent help etc.
Share answers of general public on Q&A platorms like; Quora
Assigning work to respective officer for further action and
report.

12. Awareness
Drive
Make people aware about safety and security at home and
outside:
Patrolling of Police Picket in the area
Police barricading and security in the region
Safety and security tips in societies and localities
Safety and security tips for women and girls
Safety and security tips for old age people at home
Importance of verification of domestic help and security guards
Quick Steps to follow when feel suspicious about person/
things/ objects in market, park and society etc.
Dos and Don'ts for kids going to school / alone at home
Police pickets available at locations for people help
Police helpline no of all categories for recall
Traffic rules & importance, penalty and Precautions in festivals.
Felicitation of "Common People" helping Police.
Regular Announcement at Main places for recall value.

13. Special Camps
CSR
For convenience and encouragement of people:
Organizing special family dispute camps and resolve issues.
General disputes- Example of Police Line of Allahabad
Organize camps for verification of documents
Lost and Find personnels
License renewal application of arms
Donation camp for NGO under tie up
Approval/ Application of Peaceful protest
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Yoga and health related activity for Police personnel
Health Check up/ Facilities offered to Police officers
Highlighting Model Police stations in areas
Happy family of UP Police
Motivational workshop to bring down stress

14. Social Activity To create Community Connection via Activities:
Special drive in Schools and Colleges to stay away from
crime and criminal activity, Demonstrate Live Examples.
AV and Visual explanation to make youths understand and
about law and order and their role towards society
Self defence workshop for girls, women, old age people in
schools, colleges and society
Explore legacy of UPP and encourage youths to join
Counselling program for youth who became part of
accidental crime and need to begin once again
Rehabilitation program for those who became part of crime
due to conditions and need to restart fresh.
Support to those who want to surrender and want to be part
of mainstream
Contact community for direct approach without fear.
Exchange of experience of crime and fraud to save people.

15. Awards and
Appreciation
Encouragement of UPP and Recognition among public:
Organizing events and award Police personnel for good
work
Highlighting act of UP Police for Bravery / Rescue
Appreciation and rewards for Police personnel doing
commanding work on duty
Highlight solved cases and invite happy families to share
testimonials
Highlighting promotion / our of turn promotion/
recommendation for Awards of Police personnel
Highlighting outstanding work on duty and reward
Busting criminal activity in area/ Gang of frauds/ returning
valuable items of people etc.
Life saving role due to past training and exercise.

16. Non Media
Activities
We can use any theme or name to organize such activities
in society to highlight good work of Police and create
required awareness for uneducated class (village) too:
Announcement through Audio and posters in local market
and shopping places for safety and security
Tips to make personal belongings safe from frauds, theft and
non-verified people
Nukkad natak / Road show to highlight Real Life cases and
Lesson for others
Role playing of modern style of fraud/ false schemes and
Steps to stay away from such people/ schemes/ frauds
Use of Pamphlets, posters and other BTL activities to inform
about new frauds and respective complain no
Create community activity with help of Pachayat and
Municipality for awareness activity.

17. Crisis
Management
Crisis is part of Police work and it can be controlled by some
immediate steps:
- Quick action on the complain of people to calm down situation.
- Immediate response from local PS to control the situation.
- Quick announcement of unbiased inspection of matter.
- Immediate action and arrest as per FIR that minimizes the
damage in media and public.
- Availability of PCR van or Police on complain or help.
- Quick response in case of accident or medical help.
- Regular brief on cases to provide latest update
- Announcement of compensation, if required.
- Cite example of old case and bring down outrage of people.
- Encourage people to join probe, come forward without fear and
help to solve case.
Note- Crisis can't be averted but further damage can be controlled on the basis of immediate steps
depending on the situation.

18. Source of Information
Police Headquarter
DG office
8 Zones
18 Ranges
75 Districts/ Kotwali
1500 Approx. Police Stations/ Thana
Single Point of Contact for Agency (PR and Creative) for regular brief and
further activity.

19. Sourcing of Information
1. Official Letter from PHQ for coordination with PR agency on daily basis.
2. Official brief from DG office to provide all support in terms of -
3. Point of Direct communication on daily basis and reporting via email, photo,
whats app.
4. Sourcing of images on immediate basis for quick updates, media briefings, post
enquiry updates and action taken.
- Information - Campaign
- Activities - Workshop
- Social Awareness - Camp
- Creative on all verticals to explore
- Calendar of Social campaigns
- Social media platforms
- NGO for CSR part

20. 1. A workshop or brief about rising role of media in reporting and impact
on adminstration, Govt., society and their Image.
2. Tips on how to deal with media in all circumstances.
3. Steps to follow while media is taking each and every update about
issue.
4. Person who can take instruction on Twitter, Facebook and take the
matter further with common people.
Warm Up Session
5. Public Display at PS about latest News, updates and achievements.
6. Find out successful cases to begin campaign of positive promotion.
7. Note down sensitive issues and plan out suggestive measure for media
front.
8. Choose old Crisis issues and brief about measures to be taken care.
9. Charting out plan of action with help of feedback from police personnel.

21. Media
Print and Electronic-
- Apart from National newspapers and channels, all locations have some
regional newspapers in circulation and channels.
- 75 districts need seperate media list and minimum deliverable in all domain.
Radio/ FM-
- Radio and FM channels having regional approach need to be segregated for
promotion.
Digital Media-
Mobile and computer has shown substantial growth in recent times so
channels are most advance and quick for communication.
- Internal and village society need to be offered most convenient medium of
communication like; role playing, poster, mike, nukkad, community music and
songs.

22. Need to Begin
Phase 1:
- Chalk out vision and mission of the exercise.
- Selection of competent PR and Creative Agency via EOI.
- Broad presentation from agency as per proposed commitment.
- Scrutiny of agency on past records, network in state and media front.
- Criteria of evaluation of work.
Phase 2:
- Selection of Agency
- Approval of budget for Activity.
- Group meeting and detail brief on work.
- Allocation of Monthly budget.

23. Phase 3:
- Dedicated person to monitor and take meetings for execution of plan.
- Monthly meeting to understand WIP, evaluation and Execution plan.
- Take feedback from concerned person over work and action for
progress.
- Utilization of allocated budget.
Phase 4:
- Printed report for reference.
- Presentation to concerned person/ Authority.
- Compilation of 6 months report for case study.
- Evaluation of projection in first 6 months and check on all criteria.
- Mark area of Improvements.

24. Thanks
Prepared By Reetesh Singh