January 07, 2022
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Pozniak: Law enforcement needs an image makeover in 2022 - Boston Herald

BOSTON, MA. JUNE 10, 2021 Graduating officers raise their hands to take the Oath of Office during the graduation ceremonies of Boston Police Academy Class 60-20 at the Boston Convention and Exposition Center in Boston, Massachusetts. (Staff photo by Nicolaus Czarnecki/MediaNews Group/Boston Herald)
BOSTON, MA. JUNE 10, 2021 Graduating officers raise their hands to take the Oath of Office during the graduation ceremonies of Boston Police Academy Class 60-20 at the Boston Convention and Exposition Center in Boston, Massachusetts. (Staff photo by Nicolaus Czarnecki/MediaNews Group/Boston Herald)

Last year was a tumultuous one for the image and reputation of policing. A tidal wave of negative news about police misconduct and illegal behavior both locally and nationally overshadowed the important and often dangerous duties officers perform every day, which many of us take for granted.

This news coverage dramatically increased the negative opinion and perception citizens have of police officers. A Washington Post-ABC News poll showed that 6 in 10 Americans reported that their confidence in police officers has been shaken. The same percent believe that police officers are not held accountable for their unlawful behavior.

I conducted a survey of college students in a crisis communications course I taught. These were not your typical students who belong to fraternities and sororities. My class was composed of students holding full- and part-time jobs, raising young children and those who served in military combat. The survey showed that 100% of the students believed that policing is a dangerous job and officers perform a vital service to society.

However, almost 70% believed that their local police officers are not friendly or approachable, and do not relate well to the community. A similar percent do not trust their local police department because of frequent media reports on officer misconduct and illegal behavior.

The Boston Herald and other respected print, broadcast and social media news organizations have been focused on an uptick in police misconduct. This paper and columnist Howie Carr have gone after the embarrassing scandals and multiple arrests of Massachusetts state troopers.

Legitimate and embarrassing news reports focused on officers being arrested for driving under the influence and leaving the scene of an accident, domestic violence, sexual assault and rape, assault and battery, inappropriate use of force, sleeping in a patrol car while on duty, officers lying on the witness stand and possession of child pornography.

High-profile and live televised trials found juries convicting officers of murder and manslaughter. Demonstrations were held to condemn police brutality while chants of defund the police and police reform were heard coast to coast.

As someone who has spent decades dealing with image and reputation challenges and designing state and national communications campaigns to change public opinion and perception, let me professionally declare that it’s time for a police image makeover in 2022. And here’s how.

Massachusetts Police Chiefs, union representatives and leaders of professional law enforcement associations must stop complaining to each other about their poor image and take action by coming together for an image and reputation summit. A professional facilitator would lead the group into designing a six-month statewide rebranding campaign, using all types of media tools to communicate the positive contributions officers make in the communities they serve.

The goal of this campaign is to begin to regain the trust and appreciation of all Massachusetts residents toward law enforcement officers.

Rather than paying high-priced consultants to assist with campaign development, distinguished and accomplished public relations, advertising, marketing and branding experts now retired should be invited to volunteer their time to this initiative. Retired non-profit fundraisers should be asked to volunteer their expertise in identifying funding sources for the campaign.

A campaign with consistent and repetitive messaging, with campaign material sent to local departments that they can use to supplement the statewide messaging, is needed now as a way to counter the negative image of officers, which is likely to continue in 2022. Otherwise, the law enforcement profession will continue to experience poor officer morale, chiefs and command officers leaving the profession, greater challenges of filling vacant officer positions and decreasing enrollment at regional police training academies.

Good officers are being stereotyped by the bad, which is not fair to the hardworking men and women who wear the badge of a Massachusetts police officer. This is the year to turn this image problem around.

Billerica resident Rick Pozniak has spent 40 years as a public relations and communications executive. He now teaches communications courses at several colleges and at a county house of corrections.



source: https://www.bostonherald.com/2022/01/07/pozniak-law-enforcement-needs-an-image-makeover-in-2022/

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