Orzechowski 1 Kelly Orzechowski Professor Stack PR Case Studies 26 April 2013 NYPD Reputation Management Plan Executive Summary

Intro: The NYPD currently faces a host of problems in regards to its reputation with the public. Mayor Bloomberg and Police Commissioner Ray Kelly maintain that any further efforts to monitor the department with third-party organizations will only be detrimental and hinder efficiency; they claim that there exists no corruption and that honesty prevails. Regardless of whether or not this is true, it is clear that this is not what the public believes. There will be conflicts that the NYPD will need to work around in agreeing to additional third party oversight, but if they are willing to work through any obstacles, it will not be seen as sacrificing efficiency; rather, it will promote the image that the department is taking whatever efforts necessary to ensure fair treatment for the citizens, and that it is willing to make sacrifices in the name of constitutionality, fairness, equality, and serving justice to the best of its capabilities. They will make the extra effort regardless of the costs, because the citizens need to be first priority. The department has internal issues. There are testimonials from officers in the department who say that if they dont meet quota for the amount of stop and frisks that need to be conducted in an x-hour period, they will face disciplinary action. As a result, officers are going to be looking for reasons to stop people, and creating reasons when they initially find none. And when statistics show that in New York, the crime rate is highest in minority communities, they are going to be monitoring minority communities the most. Officers are being painted as racial profilers but the fact is that there is corruption at the heart of the department and it needs to be addressed. Plan: Programming: Apology So how should NYPD address these issues? NYPD currently does not acknowledge that it has been doing anything wrong and continues to operate under the pretense of efficiency. If the department is willing to implement ways to work through this, it will not be sacrificing efficiency; rather, it will promote the image that they are taking whatever efforts necessary to ensure fair treatment for the citizens, and that it is willing to make sacrifices in the name of constitutionality, fairness, equality, and serving justice to the best of its capabilities. Also, NYPD cannot shift the blame for its actions.

Orzechowski 2 o Bloomberg and Ray Kelly have created obstacles but NYPD needs to acknowledge these things as problems that it faces internally and that it will go through any necessary means to stop them. Programming: Passing of Community Safety Act NYPD needs to publically support the passing of Intro 800-A and Intro 881-A Further promotes transparency and drive to address and solve issues Bloomberg and Ray Kelly say that the acts would do more harm than good because the NYPD is already so honest, and that they will not curtail corruption, because so little exists. o If we look at this issues with this statement, we can see that regardless of whether or not this is true, it is not what the public thinks. o Bringing in an inspector general and actively working to protect citizens from discrimination shows initiative and actual concern for the public. Programming: Bring in Third Parties More third party organizations need to be involved to oversee the department. Currently, the department is one of New York Citys last agencies to operate without independent oversight, leaving officers with no safe place to file complaints about police practice and systemic problems o There is an overwhelming focus on numbers and meeting quota, which creates an atmosphere in which officers compete to see who can get the highest numbers. Programming: Emphasize the Good Draw focus back to the good things that the department is doing Create infographics that show decrease in crime over past 23 years Disseminate using social media, namely FB and Twitter Infographics are shown to get more shares/impressions Programming: Create Transparency o Host weekly Q&A sessions o Updates on progress made with internal affairs currently social media presence only focuses on what the dept. is doing externally, which is good but there needs to be more of a mix to promote transparency, trust, and two-way communication. o Emphasize messages of unity in wake of Boston bombings, the Boston Police Department Twitter page has been putting out messages of support, strength, and coming together NYPD needs more of this; right now the NYPD is seen by many as a force dividing the city instead of bringing it together.

Orzechowski 3 Programming: Ad Campaign Social and traditional media o Facebook and Twitter o Billboard ads, metro, bus stops Focus on the member of law enforcement on a personal level o Personal stories and experiences from different divisions, bring in officials families, brief back-story, passion for the job. Humanizes and makes the officials relatable. Programming: PSA Campaign o KNOW YOUR RIGHTS campaign. o This shows that NYPD is concerned with protecting the rights of the citizens and promoting/protecting justice. o Not everyone knows what their rights are, and an effort by the NYPD to make this readily available and accessible to the public will promote the idea that the dept. cares about its citizens and wants to make sure that they are informed and safe. For example, citizens are legally allowed to film officers as long as they are not causing an obstruction of justice. Inform of the need for probable cause for conducting stop and frisks