PR campaign for British Police Force after destructive documentary.

1. Response to “Dispatches”
The British Police Force react and
rebuild after destructive
documentary

2. Situation
Undercover reporter Nina Hobson exposes
the corruption in the British Police Force in a
tell-all documentary. Footage shows police
officers displaying apathy towards crime
victims (especially in instances of rape),
sexist mentalities, abuse of authority, and
brutality towards British citizens.

3. Strategy
The police force’s strategy is to accept, not
dispute, the clear and destructive evidence
presented. The force will focus on what can
positively result from the documentary. It will
take this as an opportunity to critically re-
evaluate the police force, implement change
and regain the public’s favor.

4. Objectives
• Condemn the practices and
dishonorable police officers exhibited in
the documentary
• Address the issues brought up by the
documentary
• Rebuild the image of British police
officers in the public opinion

5. Audience
Our audience is the British public,
especially those who viewed the
documentary. Because the documentary
addressed issues of public safety and
service, this is relevant to all British citizens.
The campaign should be wide-reaching.

6. Tactic- Stage 1
Public Statement
• Issue a public apology on behalf of the British
Police Force
• Remind public that not all policemen were
represented in this documentary- there are many
honorable police officers. The officers shown in the
video discredit the good men and women in the
field.
• Inform the public of the British Police Force’s
commitment to rectifying the problems exposed
• Commend the reporter for her brave service to the
nation

7. Tactic- Stage 2
Addressing the Issues
1. New Training Methods
• More intense teaching of ethics and policies in
police training facilities- especially emphasizing
sexual harassment /gender relations within the
workplace
• Personality assessments made before officers
are certified

8. Tactic- Stage 2
Addressing the Issues
2. Reforming Current Force
• High ranking officials in the force need to critically re-
evaluate their subordinates
• Officers cited in documentary need to be immediately
dismissed
• Departments need to undergo intense sexual
harassment training sessions
• New strictly enforced policies implemented: zero
tolerance towards misbehavior
• Serious surveillance within police stations

9. Tactic- Stage 2 Con’t
Addressing the issues
3. Reforming the System
Because many officers in the documentary cited police policy as the
source of their apathy, the system must be re-evaluated.
• Reform of paperwork: consolidate clerical work for
officers
• Abolish the target and premium system: eliminate the
practice of evaluating officers based on quantitative
data
• Provide certain instances where it is acceptable for
police to use their own discretion

10. Tactic- Stage 3
Rebuild
• Major donation from the police force to women-
related organizations (ex: battered women’s
shelters)
• Stress diversification: provide incentives for
women to join the police force
• Assign police officers mandatory volunteer hours
within the community as retribution for the social
service that the police were obligated, but failed,
to provide to the public

11. Timetable
This documentary was extremely
destructive to the reputation of the police
force. There needs to be a long spanning
PR campaign for the police, showing the
force’s continued commitment to public
service. The original campaign should be
executed within two years.

12. Methods of Evaluation
• Number of news stories concerning the
incident after the PR campaign is in
effect- especially counting the positive
stories
• At the end of two years, conduct a mail
survey questioning the public on their
opinion of police officers

13. Additional Issues
• Source credibility: Because people are unwilling to trust the police, as a
representative I am not denying the charges brought against the force. I am
accepting the claims and stating my commitment to rectifying the exposed
gross misconduct.
• Cognitive dissonance: In order to try to change people’s predisposition to
view policemen as corrupt and violent, the mandatory volunteer work will
get police officers visible in the community for doing good deeds.
• The flow of opinion: The immigrant group’s opinions of police officers
will hopefully change as new police policies are implemented and as the
officers get more involved in the community.
• Suggestions for action: By thanking the investigative reporter for drawing
attention to important issues, we are showing that external input is
appreciated and seriously considered.