British PoliceBritish PolicePR CampaignPR Campaign

SituationSituation

The British Police Department was caught on The British Police Department was caught on video by an undercover reporter showing a lack video by an undercover reporter showing a lack of respect and care for the public. Issues of of respect and care for the public. Issues of sexism arose as officers displayed soft porn in sexism arose as officers displayed soft porn in the office and had footage of porn on their the office and had footage of porn on their phones. Rape cases were neglected and not phones. Rape cases were neglected and not taken seriously. Basically, after the release of taken seriously. Basically, after the release of this video, the British Police department lost a lot this video, the British Police department lost a lot of trust and respect from the public and other of trust and respect from the public and other members of the department members of the department

ObjectivesObjectives

To restore trust in the British Police To restore trust in the British Police DepartmentDepartment

To prove that police officers are taking To prove that police officers are taking their jobs seriouslytheir jobs seriously

To get rid of the sexism displayed by To get rid of the sexism displayed by officersofficers

AudienceAudience

Members of the Members of the British Police British Police DepartmentDepartment

The British PublicThe British Public

StrategiesStrategies

Make changes within the British Police Make changes within the British Police Department that will lead to more efficient Department that will lead to more efficient performanceperformance

Get involved with the public to show them Get involved with the public to show them the Police care about them and are there the Police care about them and are there to help protect themto help protect them

Emphasize respect for womenEmphasize respect for women

TacticsTactics Publicize the rape conviction Publicize the rape conviction

numbers to the public to prove numbers to the public to prove that the cases are not being that the cases are not being neglected and that serious neglected and that serious measures are being taken to measures are being taken to convict rapistsconvict rapists

Fire officers who do not meet Fire officers who do not meet the standards required to do a the standards required to do a good job and serve the public’s good job and serve the public’s best interestbest interest

Increase the intensity and Increase the intensity and amount of hours of training amount of hours of training officers must complete officers must complete

Establish and announce rules Establish and announce rules banning any type of pornbanning any type of porn

Have speakers from the police Have speakers from the police department give speeches at department give speeches at high schools in the area about high schools in the area about how to avoid or deal with rapehow to avoid or deal with rape

Have the Chief Constable Have the Chief Constable apologize to the public and apologize to the public and explain the measures being explain the measures being taken to correct the situationtaken to correct the situation

Sponsor a women’s rights Sponsor a women’s rights groupgroup

TimetableTimetable

Begin the campaign immediately after the Begin the campaign immediately after the video is released to the public and it video is released to the public and it should last for about a monthshould last for about a month

The Police training changes will be The Police training changes will be changed indefinitelychanged indefinitely

Conviction numbers should be released to Conviction numbers should be released to the public once a monththe public once a month

BudgetBudget

$500,000 in pubic $500,000 in pubic relations firm feesrelations firm fees

$150,000 in expenses$150,000 in expenses

Methods of EvaluationMethods of Evaluation Record the number of Record the number of

complaint calls after the video complaint calls after the video is released to the public and is released to the public and then after the PR campaign is then after the PR campaign is complete complete

Read blogs and message Read blogs and message boards on the internet boards on the internet regarding the issue to measure regarding the issue to measure audience attitudesaudience attitudes

Mail a survey out to the public Mail a survey out to the public asking them for feedback on asking them for feedback on their stance of the British their stance of the British Police departmentPolice department

Survey the students at the high Survey the students at the high schools before and after the schools before and after the rape presentation to see how rape presentation to see how much information they learnedmuch information they learned

Keep records of how many Keep records of how many officers were firedofficers were fired

Compare the number of rape Compare the number of rape convictions before and after convictions before and after the campaignthe campaign

Possible Campaign ObstaclesPossible Campaign Obstacles

Source CredibilitySource Credibility

Cognitive DissonanceCognitive Dissonance

The Flow of OpinionThe Flow of Opinion

Suggestions for ActionSuggestions for Action

Source CredibilitySource Credibility

Gain trust back by admitting failure and reveal a Gain trust back by admitting failure and reveal a few facts that may shock the pubic and make few facts that may shock the pubic and make them more upset at first. By putting myself in a them more upset at first. By putting myself in a vulnerable position I am showing the public that vulnerable position I am showing the public that the police department is no longer trying to hide the police department is no longer trying to hide anything from the public, we are just focused on anything from the public, we are just focused on correcting the situation. Another possibility is correcting the situation. Another possibility is bringing in a respected outside expert to present bringing in a respected outside expert to present the information to the public… For example, a the information to the public… For example, a government official well-liked by the publicgovernment official well-liked by the public

Cognitive DissonanceCognitive Dissonance

Since a lot of the problem here is sexism Since a lot of the problem here is sexism towards woman, by having a woman towards woman, by having a woman present the information with confidence in present the information with confidence in a new system, it will influence woman to a new system, it will influence woman to believe her more believe her more

The Flow of OpinionThe Flow of Opinion

We have to reach the people who do not We have to reach the people who do not watch television or read the English watch television or read the English newspapers in other ways. The best way newspapers in other ways. The best way to do this is to rely on person-to person to do this is to rely on person-to person communication. The opinion makers get communication. The opinion makers get their information from the mass media and their information from the mass media and relay it to the attentive public. Eventually it relay it to the attentive public. Eventually it will reach some people who were never will reach some people who were never interested in the subject matter and form a interested in the subject matter and form a more positive opinion in everyone’s minds more positive opinion in everyone’s minds

Suggestions for ActionSuggestions for Action

Many people will ignore this campaign Many people will ignore this campaign because they feel that they cannot make a because they feel that they cannot make a difference. Rape whistles and pepper difference. Rape whistles and pepper spray will be given out to make people feel spray will be given out to make people feel more involved with correcting the cause. more involved with correcting the cause. Put up flyers around the community with Put up flyers around the community with safety measures to avoid rape. Encourage safety measures to avoid rape. Encourage the public to report any acts of police the public to report any acts of police misconduct or negligencemisconduct or negligence