Situation

• An undercover journalist uncovers how the British police force functions. She discovers that they are least bothered about their jobs and do not take even grave matters seriously. The video shows how officers ignore calls from headquarters that are calling to report crimes even though they are close to the scene. They are also shown to be ignorant and sexist. All in all, the video highlights the sheer negligence shown by the British police force in fighting crime.

Objective

• To get higher government officials to understand that this is a serious problem

• To improve the tarnished reputation of the police force• To rebuild lost trust of public• Incorporate values/harsher rules in the policing system

as a whole• To make people understand that these officers do not

represent the entire force• To ensure people that appropriate action is being taken • Damage control by many methods

Strategy: Effective

• The use of online forums

• Advertisements aired on TV/Radio

• Publicity in leading newspapers about what action is being taken

Tactics• To create a TV and Radio advertisement of apology from the entire

police department• Create an online blog for this purpose especially, so people can

report progress. A live excel sheet updated every hour with officers from all over the country filling in their duties and what they did all day. This increases accountability and builds trust when the public view it

• Ensure public that those particular officers have been fired• Public apology from the commissioner in leading newspapers also

detailing how any sexist/racist comments made by officers will cost them their job

• Publicizing harsher rules like reporting times and penalization for not answering calls within 3 minutes

• Ensuring public that strict attendance policies have been put in place

• 100 hours of additional community service to be performed per year per officer

Time and Budget

• This entire campaign will last to about a year since the damage done is considerable and it takes a long time to re build lost trust. Especially since this is a sensitive issue as it concerns public safety

• Approx. $ 2 million. High budget due to the Advertisement that will be made and aired. The police force needs to go out of their way to do damage control.

Evaluation

• Check newspapers for articles• Check online blogs the department

created for any complaints/comments • We would send out surveys to peoples

mail boxes and ask them to return them to the closest police stations

• Ask police officers on the job to give surveys out when they are free and not on call

Source credibility

• Since people do not trust the force- they wont trust me as the PR rep either so we will emphasize that all apologies and efforts towards overcoming this are made by officers themselves. In fact officers who were not even charged for anything.

• We will get the mayor to speak on our behalf from time to time regarding the progress we make

• We will also get local celebrities to endorse some of our community events and spread the word

• Interested people from the community itself who are closely following and tracking efforts can also step forward and speak up through our radio spots

Cognitive Dissonance

• Ensure the people who have a preconceived notion that all cops are not this way and that it was only a handful who were rusticated immediately

• Show them our constant efforts towards improving the situation

• Be in their faces. Have something for them to look at regarding the issue every single day

• Send out a suggestion form that asks people who more the department can do to help the situation

Flow of opinion

• In order to reach the masses that don’t speak english or read newspapers we decided to do the following:

• Advertise apologies in their local language in areas where their population is high

• Send out one common flyer with an english apology along with the same in other popular languages on the same page

• Disseminate pamphlets with information in different languages in areas that are concentrated with this population

Suggestions for action

• We will hold a raffle every month in each area where community members will be allowed to submit ideas on how to better this effort from the police force’s side and have a chance to win small gift cards based on which ideas get chosen for implementation. This will not only provide incentive to participate but also help the people realize that their contributions are not going waste and that we actually do care about what they feel and have to say. Winners will be announced on the local radio or newspaper advertisements.