WEBINAR - Using Technology and Media to Enhance ...Using Technology and Media to Enhance Community...

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Using Technology and Media to Enhance Community 

PolicingPresented by:

Anne Schwartz

June 7, 2018

Webinar Information

This project was supported by Cooperative Agreement Number 2011HEWXK001 awarded by the Office of Community Oriented Policing Services, U. S. Department of Justice. 

The opinions contained herein are those of the authors and do not necessarily represent the official position or policies of the U.S. Department of Justice. References to specific companies, products or service should not be considered an endorsement by the authors or the U.S. Department of Justice. Rather, the references are illustrations to supplement discussion of the issues.

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Post Webinar Information

• At the conclusion of the webinar, a short survey will appear in a separate web browser.  We ask that you complete the survey in an effort to gather information to better serve the community in preparation for future webinars.

• You will receive an email within 2 weeks of the live webinar containing instructions on how to access our webinar library, where you can view the recording of this webinar, and access additional recorded webinars and self‐paced courses.

Certificate of Attendance

• We offer a Certificate of Attendance for our live webinars.

• To receive your certificate you must:

1. Attend the entire live webinar

2. Complete the survey at the end of the live webinar

• A Certificate of Attendance will be emailed to you from the GoToWebcast system once you submit your survey

• No certificates are available for the recorded webinars

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Anne Schwartzschwarta@fvtc.edu

•What/who are the “media?” Go beyond traditional press release; create your own news operation

•Social media considerations – what outlets should your agency utilize; how to optimize those platforms

•Building a strong social media profile/presence can help during crisis or disaster when you must share information with your community

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Cooperation = Mutual Respect?

•Media is a resource to inform the public

• First Responders should encourage an open, transparent and responsive relationship with the media

• Image/Public perception is shaped by employees and incidents

The Public’s Right to Know

•The public gets its news from TV, Internet, Social Media, Radio, Newspapers, Magazines, Tabloids

•The public’s impression of first responders comes from what they see, hear and read

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•Conversation/Interaction•Notification•Change behavior•Draw attention to blog or website

•Rumor control

•Visuals•Education•Who is your audience?

WHAT ARE YOUR COMMUNICATIONS GOALS?

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Meaningful Community Relations is an ongoing process…

•Build customer/public trust

•Be proactive – not just reactive

•Reach out – tell your own bad news FIRST!

•Build your own website

•Use municipality’s pre‐existing site and create a blog

•Develop a social media platform, or combination of platforms, to act as a delivery vehicle for your information

•Law enforcement favors Facebook, Twitter, YouTube

WHAT IS YOUR PLATFORM?

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What Does Your Audience Expect?

• Proactive Messaging

• Transparency

• Credibility

• Accountability

• Honesty

• Directness ‐ Get to the Point

• Ask For Help

• Show Empathy

• Timely (“Breaking news”)

• Local Angle (Can it happen here?)

• Controversy

• Prominence – Location, Person

• Unique

WHAT DOES THE MEDIA WANT?

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@LAX_Official1st Tweet at 9:37 AM

LAX T3 Active Shooter Communication ResponseNov 1‐2, 2014

•Over 500 Tweets via LAX_Official

•Generated nearly 262 million potential impressions

•Direct conversations with 388 Twitter followers impacted by incident

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LAX_Official November 8 – 9Context

• One week later, 20 Tweets 

• 1.9 Million Potential Impressions

What Twitter Can and Cannot Do

Twitter can be used to keep news media informed, as well as the interested public. This also works well if police chiefs and other officials refer to such a channel during press conferences as being the official news source as happened with that incident. In this way micro‐blogging can help automate the creation of news to some degree, and public outreach.

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“Message” Toolbox

•3 News Conferences

•506 Tweets = 261,805,059 Potential Impressions

•388 direct conversations with Twitter followers

•16 “LAX Condition” – 70 Info Updates

•LAX Website updates ‐ 50,000 views 

Benefits of Positive Media Relations

• Provides the opportunity to get your message out

• Better chance of balanced reporting

• Timely updates

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• Inform the Public

• Educate the Public

• Public Participation

WWW.NCJTC.ORG

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ON DEMAND TRAINING:

This presentation was produced with grant funding awarded by the Office of Community Oriented Policing Services, U.S. Department of Justice.

Neither the U.S. Department of Justice nor any of its components operate, control, are responsible for, or necessarily endorse this presentation (including, without limitation, its content, technical infrastructure, policies, and any services or tools provided).

Additionally, points of view or opinions expressed are those of the presenter(s) and do not necessarily represent the official position or policies of the National Criminal Justice Training Center of Fox Valley Technical College.

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THANK YOU

www.NCJTC.org